Strategic management of ZESPRI

Résumé du document

ZESPRI is an international company which is currently the leader in the industry. Their localization into the Bay of Plenty is part of its strategy, as 80% of NZ kiwifruit are produced there. The company is a leading marketer worldwide. They export in 60 countries, such as in China, Japan, and Europe, and sell over 390,000 tons of kiwifruit each year. In general, the sale volume of kiwifruit increased in all the countries they exported in. ZESPRI represents 30% of the whole traded volume, and the company is still growing year after year thanks to increasing demand. The main markets are Japan, Spain, Germany, and Korea.

The strategy to have a large portfolio of export countries engenders fewer risks. They employ over 130 staff in New Zealand and 100 offshore. They have great awareness and notoriety. Their Label allows customers to recognize their products. The brand name is the result of a complex thought (attractive, distinctive…) pronounceable in different languages.

They have different size, different quality, different tastes, depending on Orchard management practices, weather and harvest date… ZESPRI also use special growing techniques. They emphasize on quality and their control system is complex. The most famous variety is the Gold kiwifruit (more profitable with a higher price). They constantly research on new cultivars creation. Innovating is really important for the company. All varieties have intellectual properties (patent, license). They deliver a fruit with a unique flavor and soft texture. Furthermore the products' attributes are an advantage and they communicate largely on it (vitamin C, low fat…). All products are traceable. The quality of the kiwifruit have huge advantages such as repeat customer purchase (increase revenues) and also lower fruit loss (reduce costs). The price of the fruits depends on demand and exchange rate. They charge a premium price and use a grid pricing. Products are valued by customers and customers are loyal.

Extraits

[...] They have many points of sales. They build long term relationships with local distributors and retailers in large market. New Zealand is the third largest kiwifruit producer, with large area planted (Strong Supplier). ZESPRI has good relationships with growers, and growers maintain control of ZESPRI, they have an active voice in the strategic direction of the industry (2,700 New Zealand growers, and 1,300 growers partnerships around the world) ZESPRI sales worldwide improved by in 2011. The volume of the sales corresponds to 106.8 million of trays ( 98.1 million from New Zealand). [...]

[...] Strengthen the relationship. Keep to do research on consumers' needs. - Eco friendly The company will pay attention to its impact on environment, for example, reduce CO2 emission, use energy in an efficient way - Communication ZESPRI will communicate its current needs to meet the market requirements. They will continue to share documents with all the different parts engage in the industry to make sure everyone is working together in the same sense. Transparence of information, clear and concise information, quality RECOMMANDATIONS ANSOFF: This matrix is one of the most used in strategic decision making: STRATEGY MARKET DEVELOPMENT The best strategic choice for ZESPRI, would be to keep selling internationally. [...]

[...] Strategies POTENTIAL STRATEGIES ZESPRI has different potential strategies to follow. Some of them are the following: - Growing in existing markets ZESPRI will center its attention on high value markets. The brand will focus for example on Japan and Asia, at the same time as continuing to deal with key European countries. They will also improve their relationship with distributors and retailers to negotiate better contracts. - Growers relationship Shareholders will continue to be growers as it always was. The brand will also invest on other company, such as transportation, water to help the industry. [...]

[...] The brand advertises through different media, and also uses promotion tools, such as in store activities. ZESPRI should increase their distribution channel, to make the kiwifruit more available for consumers. - Customer relationships All activities related to keeping the customers, creating loyalty, ensure fidelity, commitment. There is advertising on brand image to keep the brand in mind. On TV, internet, magazine Trust, satisfaction, engagement = loyalty. They advertise the healthy side and all the benefits that the kiwifruit could bring to consumers, and the company insists on quality. [...]

[...] substantiation through R&D . increase consumer loyalty.” ZESPRI put customer satisfaction at the heart of their strategy. They seek loyalty, and to do so they use all the techniques to become the best. For example, Gold Kiwifruit has been created to meet the demand of people who didn't like the taste of kiwifruit, while liking all the health attributes. Distribution Management The company is international, and they actually doing very well, as they export in 60 countries. To do so, they have a good distribution channel. [...]