In: Business and Management

Submitted By y2p2001
Words 659
Pages 3
Key Issue:
The most prevalent problem in this case is whether Zespri is doing what is necessary to maintain its leadership position to increase New Zealand kiwifruit exports to $3 billion by 2025. In order to accomplish this, an additional problem they need to address is that they have to triple their global sourcing needs to satisfy demand when New Zealand fruit is out of the market. Zespri also needs to expand to more producers to develop vast amounts of kiwifruit during the off-season so that they are able to obtain their $3 billion dollar export goal.

Qualitative Analysis:

V.R.I.N.E Analysis: In order to understand the internal issues at Zespri, one can do an internal analysis of the company using the V.R.I.N.E model. This will show how competitive Zespri is and it will assess their resources and capabilities.

Value: The value of Zespri is that it is by far the leading marketer of kiwifruit worldwide. Zespri works hard to differentiate its products by encouraging strict growing standards, quality control systems and investing in consumer branding and innovation. Zespri is also protected by the New Zealand Kiwifruit Marketing Board which is a single point of entry (SPE) that gives Zespri exclusive powers to purchase, distribute and market kiwifruit in all international markets expect Australia.

Rarity: Even though there are numerous kiwifruit growers, Zespri is rare in the fact that it is one of the few fruit marketers that spends a lot of time and money on TV advertising and getting customer feedback which helps them stay competitive. Zespri has its own standards called the “Zespri System” which includes standards of quality, food safety and traceability. Zespri is also a price setter rather than a price taker. Therefore, Zespri is rare compared to other kiwi producers because of their unique systems to ensure efficiency and the best possible kiwi…...

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