The person responsible for the first New Zealand commercial kiwifruit was Hayward Wright who established the first kiwifruit orchard in the BOP and cultivated a green kiwifruit variety he then named after himself, Hayward. Their name brand allows them to set prices, rather than take them, and the brand creates value for the firm. In the future, Zespri will continue to benefit from this strategy since it allows them to have long lead times to adapt their kiwifruit. Augen Case study 5: Zespri uses more advanced techniques such as griddling and supplemental pollination to make sweeter fruit and enhance quality. Zespri sets the quality standards that are implemented by the industry.

However, a major barrier to this growth has been the challenge of duty or tariff levels. Zespri has high growing standards but due to the ideal climate to grow kiwifruit in New Zealand there are a lot of suppliers, which means supplier power is low. Kiwi fruit supply in general is highly regulated and a largely exported commodity. As a global company with a complex international supply chain, it is of the utmost importance that Zespri has high standards of integrity, performance and honesty. This will determine if there are any threats of new entrants or substitutions, the degree of buyer and supplier power, as well as the degree of rivalry. They created a legal entity to combat global competitors as a group and not take out New Zealand growers in the process.

Luckily Zespri is aware of this and is able to manage it effectively by ensuring growers use best technology and growing practices as well as investing in research in health and nutrition. The above alternatives need to be weighed in terms of the below criteria before choosing a recommendation.

zespri case study analysis

This is necessary since kiwifruit is a niche fruit that can be easily substituted for another fruit. Business focus and functions.

Case study 3: Zespri / Business case studies / Home – Asia Knowledge

Services are another very important primary activity that adds value through customer support. Zespri representatives sample the product in-market to ensure standards are being maintained to the point of delivery and these results are fed back to growers to complete the quality cycle and drive continuous improvement.


Pepsi in the s Rebranding in the london docklands: Technology development is a very critical support activity that must be invested in. We use cookies to give you the best experience possible.

There is a lot of other competition out there but they are still turning a profit. Your Answer is very helpful for Us Thank you a lot! After the Zespri brand was launched inexports of Zespri Gold kiwifruit began the following year. Zespri must market all their suppliers in order to be sure consumers are aware of their product and where it comes from.

Initially the business was in two parts with offices based in Auckland and Tauranga.

zespri case study analysis

In the future the outbound logistics will continue to be excellent and grow and adapt by new technology but they are currently able to successfully move million trays of kiwifruit a year. Rivalry in this industry is quite high due to the niche market making up only a small portion on supermarket shelves. Competition continues to grow for the kiwifruit industry studh it increasingly difficult to gain shelf space in grocery stores.

zespri case study analysis

This is an upside for Zespri however with their customers consisting of 60 different countries they have to abide by the regulations of of each individual import restrictions. Additionally, our firm strongly feels that in order for their business to continue to grow exponentially, they must increase their research and development, as well as their global marketing efforts.


Delegations of government officials and accreditation bodies regularly visit New Zealand to learn more about the Zespri operation and are able to gain a strong sense of the integrity from the procedures the company follows. Home Contact Asia Knowledge Disclaimer.

Land usage has increased from hectares to in a short period of time due ahalysis the fact that everyone wants to share in the success of Zespri. They also have in the works a red version of atudy fruit which indicates they have created stuyd technological barrier for its competition to create unique products. How to cite this page Choose cite zzespri They created a legal entity to combat global competitors as a group and not take out New Zealand growers in the process.


Skip to content Access keys. A large increase in crop volume meant that the overseas importers and retailers could put pressure on the industry to drive the prices right down, and in qnalysis so, diminish the returns.

In the future with their current differential marketing strategy as being top quality, will surely continue to allow Zespri to be successful. Zespri is the leading marketer of kiwifruit worldwide. Most kiwifruit is packed by hand into specifically designed Zespri packaging. Conducting extensive research in these areas will allow Zespri to gain a better understanding of how to optimally run their company while achieve the largest possible profit margins at an efficient rate. Demand and expenditure per capita is increasing around the world as people are incorporating kiwi fruit into their diet.

Glidepath Case study 2: They manage grower relationships in New Zealand and also procure fruit from around the world as well. The recent outbreak of Pseudomonas syringae pv actinidiae Psa — bacterial vine disease — could also potentially affect the future crop levels and while this is as yet unknown, the company is mindful of the risks and is planning accordingly.