Zespri R3 | EssayIvy.com

Contents

Executive summary ....................................................................................................................................... 5

Introduction ................................................................................................................................................... 6

Internal analysis ........................................................................................................................................ 6

Capabilities and resources ......................................................................................................................... 7

Value Chain management ..................................................................................................................... 9

Finance ................................................................................................................................................ 12

Human resource management ............................................................................................................. 13

Technology ......................................................................................................................................... 14

inbound logistics ................................................................................................................................. 15

Operations ........................................................................................................................................... 15

Outbound logistics .............................................................................................................................. 16

Sales and marketing ............................................................................................................................ 17

Weaknesses , strengths and core competences of the company .............................................................. 18

VRIO analysis ..................................................................................................................................... 19

External analysis ......................................................................................................................................... 19

General environment ............................................................................................................................... 19

Hanson et al’s version of PESTEL ..................................................................................................... 19

Political / legal .................................................................................................................................... 19

Economic ............................................................................................................................................ 20

Sociocultural ....................................................................................................................................... 20

Technological ...................................................................................................................................... 20

Demographic ....................................................................................................................................... 20

Physical ............................................................................................................................................... 20

Global .................................................................................................................................................. 20

Industry environment .............................................................................................................................. 21

Five forces ........................................................................................................................................... 21

Competitive environment ........................................................................................................................ 21

Competitor 1: Chilly company ............................................................................................................ 21

Competitor2: Italy and china............................................................................................................... 22

Competitor 3: other fruit firms within New Zealand .......................................................................... 22

External analysis results .......................................................................................................................... 22

Opportunities ....................................................................................................................................... 22

Threats................................................................................................................................................. 22

Critical success factors ........................................................................................................................ 23

Strategic analysis and recommendation ...................................................................................................... 23

Conclusions of internal and external analyses ........................................................................................ 23

Strategic options...................................................................................................................................... 23

Strategic Vision/ mission .................................................................................................................... 23

Core strategy ....................................................................................................................................... 24

Industry role ........................................................................................................................................ 24

Strategic scope .................................................................................................................................... 24

Vertical coordination........................................................................................................................... 24

Action plan for the star fruit ................................................................................................................ 24

Recommendation .................................................................................................................................... 24

Selected strategic option ..................................................................................................................... 24

Target customer profile ....................................................................................................................... 25

Stakeholder management and communications .......................................................................................... 25

Vision statement...................................................................................................................................... 25

Mission statement ................................................................................................................................... 25

Stakeholder identification ....................................................................................................................... 25

Product market .................................................................................................................................... 25

Organizational ..................................................................................................................................... 25

Natural environment ........................................................................................................................... 26

Stakeholder needs or objectives .............................................................................................................. 26

Stakeholder prioritization ........................................................................................................................ 26

Stakeholder management plan ................................................................................................................ 26

Power .................................................................................................................................................. 26

Trade-offs ............................................................................................................................................ 26

Balanced plan to support the new strategy .......................................................................................... 26

Executive summary

This research is aimed at providing deep analysis of Zespri international limited. The areas to be

analyzed includes the internal activities affecting the business, the external factors, the financial

analysis, the SWOT analysis, the opportunities, resources, capabilities, strategies and threats of

the business among many other areas. Zespri international limited has been performing very well

in the last ten years, and thus has made it necessary for a need to conduct a research on what

makes the company to be ever successful.

The study will discuss how use of advance technology and well-developed infrastructure has

enabled Zespri international limited to be the best company in the world. The research also

endeavors to discuss the marketing strategies put in place by the marketing managers. Further,

there will be discussions on the performance of Zespri Company since the inception of the

current CEO. Additionally there will be need to asses some of the markets that are currently

served by Zespri company, the volume exported per year and the amount of profit margin

received yearly.

In the analysis of the strengths and weakness of Zespri company, there will be need to use

SWOT analysis. The research is done by direct dependence on secondary data discussing Zespri

international limited. The information is got from the website research, books, journals and some

surveys. At the end of the discussion, there is a recommendation on what the company can do to

improve the sales, increasing market share, maintain their cost leadership and their pride of being

price setters. Besides, the research discusses the mission and the vision of the company.

Further, from the threats and weakness, remedial measures are recommended to assist the

company not be affected by the possible threats in the long run. The paper also discusses the

capabilities and roles of the CEO and stakeholder of the company.

Introduction

The growers of kiwifruit in New Zealand developed Zespri international limited company in the

year 1997. The company is the leading exporter of kiwifruit in the whole world. The company

has the capability of supplying kiwifruit 12 months of the year, making it the most efficient and

reliable company in New Zealand. The company has achieved a lot of success through complex

chain supply, quality leadership, employment of top skills and use of modern technology in the

daily operations. Zespri boasts of supplying 40% of kiwifruits in over 50 countries in the world

and the above has been possible due to the coordination of the kiwifruit growers and managers.

The company has employed over 250 employees around the world.

Alongside the mission statement, the company has come up with many avenues to assist make

huge profits. The company has automated its operations to assist increase efficiency to reduce

time wastage. The company uses niche strategy as a world leader in the production of kiwifruits.

The kiwifruits are exported throughout the year and the high demand is caused by reliability of

the company, year round availability, and sweetness of the fruits, products variety and health

benefits. The same properties are also exhibited by star fruits, which is also exported by Zespri

Company. The company obtains its objectives through niche strategy to outperform the

competitors, expand their markets, increase their profitability, innovate, provide effective job

trainings and diversify on new brands.

Internal analysis

Internal analysis means the process of assessing the performance of the company as regards to

marketing, financial departments, sales departments, profitability of the business, human

resource department, strategies of the business, plans, core missions and the other core internal

areas. Primarily, for the company to strategize for future success there is need to conduct

internal analysis. Having conducted internal analysis the company will be able to gather adequate

information for decision-making. The company can only do a thorough internal analysis by

conducting SWOT analysis, and assessment of its resources and capabilities.

Capabilities and resources

Normally, economists use the VRINE model to assess the capabilities and resources of a

business. Where the capabilities and the resources fit in a VRINE model a ‘+” sign is used but

where the capabilities do not fit in the model, “-“sign is used. It therefore means that a company

whose capabilities and resource sfigt in the VRINE model takes advantage of the capabilities.

Zespri international limited is an example of a company, which take advantage of its resources

and capabilities. The numerous resources that Zespri has gathered are all exploited to assist the

company gain cost leadership, price setter ship and market leadership. Unfortunately, not all the

resources of Zespri Company fits the VRINE model. The capabilities of the company includes,

their innovations in R&D , the brand name, year round supplies, market leadership, the cultivars

categories and their capability of being the price setters.

Further, the research team of Zespri company are highly skilled and equipped with all the

resources that assist them in coming up with top brands such as Gold and red, organic type, star

fruit and many other juicy family brands. Recent studies done shows that kiwifruit is nutritious

and healthy. Therefore increasing the demand f kiwifruit and even making the company to

increase the trays of the fruits exported per year. The utilization of technology by the growers is

also a factor that has increased the volume of kiwifruit produced, higher volume exported hence

creating loyalty and trust among the customers across the world.

The company has greatly taken advantage of the capabilities and resource endowment. From the

capabilities and resources, the company has been able to be a price setter, created a brand name

hence adding value to the entire company. The company derives its advantages from the fact

that they solely concentrate in the growing of kiwifruits. Deep market analysis shows that

kiwifruit is still new in market and very many producers are oblivious of it, thus Zespri does not

suffer from intensive competition as the more a product is supplied by many producers the

higher the degree of competition. If the resources and capabilities of the company continues to be

effectively exploited in the future, then the company will continue to outshine its competitors

and even make bigger profits.

Sadly, the kiwifruit is susceptible to imitation as competitors can easily adopt modern technology

to come up with exactly what Zespri international limited producers. If imitation occurs, that

means that kiwifruit will be substitutable, a thing that will bring stiff competitors in both the

local market and export market. The competitors can easily utilize the R &D technology to

imitate the brands produced by Zespri Company. Due to the threat of imitation, the company

should continue conducting research on how to fully satisfy the customers, bring new products,

get patent rights on production and maintain their market leadership. Besides, the company

should reduce overreliance on one brand as a means of reducing challenges that can come by

their products being imitated. Moreover, the company should also research on new ways of

protecting their territories; try to offer the best quality to the market and to invest in variety of

products. If the above recommendations are not put in place, it will be very easy for the company

to lose market, as there are many other sweet and healthy fruit products that can also be preferred

by customers.

The value chain supply of the company is also superb, an indicator that kiwifruits can easily be

shipped to the export countries. The combinations of the above resource advantages and the

admirable capabilities makes Zespri be the leader in the fruit export market.

Value Chain management

The company has many primary and support activities that make the company more effective

and efficient. Areas that are key to the company includes the marketing activities, service

provision, outbound logistics, advance technology, well developed infrastructure. The accurate

and consistent utilization of the above primary and support activities have made the company to

be very successful and will remain successful in the near future.

The primary activities that Zespri Company has adopted includes outbound logistics, quality

services and effective marketing strategies. The company offers the following outbound logistics

warehousing, effective fulfilment of the order, and the use of a cooling service that makes

kiwifruits to be ever fresh. As discussed before, Zespri exports its products throughout the word,

thus there a need of a flowing logistic services. There is need for warehouses with larger storage

capacity to assist store more and supply more reliably. The company has come up with plans to

increase the number of trays supplied per year from 100 million trays to around 200 million trays

in the coming years. The goals of increasing the volume supplied can only be achieved if the

company continues to take advantage of its capabilities and resources, while integrating

technology in their operations. Introduction of faster ships, automatic fork lifts for loading the

ships, cooling facilities in the warehouses and ships will enable the firm to meet the needs of the

customers effectively.

The excellent brands rolled to the market by Zespri international has enabled it gain market

leadership, massively attract customers hence increasing the volume exported annually. It is

believed that the wider market coverage has been achieved through active and heavy investment

in product promotion and advisement. It is amazing that the company serves around 40% of the

world market, a huge share that can only be achieved if proper measures are put in place and

resources are well utilized. Further, the company also invites the consumers to the actual farm to

monitor how growing takes place. From there, the visitors are able to go promote the products to

other consumers, thereby increasing market coverage of kiwifruit from Zespri international

limited company. Besides, the invited consumers are also informed of the nutritious and health

benefits of the kiwifruits, they are taught on how to use kiwifruit brands.

The company has adopted the use of website, email and call center in communicating with the

customers. Customers can always browse the company website, gets to the response part to

report complaints, give recommendation, positively comment on a brand or suggest on the

potential markets that have not been exploited. The call centers communication and use of emails

assist the customers to receive immediate feedbacks. In case of a recommendation, complaint or

a suggestion the company works with speed to clarify issues and take advantage of the existing

opportunities. The employees at the call centers are knowledgeable of the brands, courteous, kind

and humble making them find it so easy to clarify issues to do with low qualities and complaints.

They ensure that the discontent customer is convinced and even compensated to increase their

loyalties and reduce staining their famous name. The company is also adopting product

differentiation to assist offer variety of products to the customers.

Quality service provision is also an excellent way through which the company is able to attract

and retain the existing customers. The customers are able to communicate to the logistics

departments and various managers through the website and call centers. Should there be a gap in

the quality provision cycle, the business will be able to address it and correct it immediately.

The smooth interaction makes customers to love the company and its products, a fact that has

increase market coverage of Zespri international limited. If smooth communication and quality

serves are continued to be provided by Zespri international company, it will be so easy for the

company to achieve its dreams of supplying over $3 billion worth exports every year.

Additionally, there is close interaction between the retail customers and the growers hence

resulting to long lead-time required in consistent satisfaction of the demands of customers. The

primary activities that Zespri Company has participated in have made it the chief exporter of

kiwifruit and recommendations are that the company to come up with even mere primary

activities so as to survive in the future competitive market.

The support activities that the firm has adopted includes development of infrastructure and

adoption of up to date technology. In the July 2003, ZESPRI international merged the technology

transfer team that for a long time had been focused on achieving uptake of new technologies and

coming up with innovative ideas that made Zespri company to tick. The change that was put in

place in the year 2003 ended up combining skills in the field of research, development,

coordinating groups to increase profitability, increasing efficiency of supply chain, and

conducting training for the growers to assist them develop new methods of growing kiwifruits.

The adopted strategy was based upon a model of industry learning. The model was to take into

account the needs of a wide range of stakeholders in the supply chain, necessities for the

company to have clear signals, improved technology, and various learning skills for the growers.

Application of the new model involved giving instructions and description of the innovation in

the newsletters, websites, coming up with new technology development projects like monitoring

of orchards and lab projects. The company has improved the recipe based technological

approached to a modern one where the new technology empowers the whole participants of the

company. Therefore, every staff member and grower is aware of the effectiveness of his or her

individual input in the performance of the company.

As far as infrastructure is concerned, the company has well developed communication system

that joins the top managers and the consumers. The proper coordination between the supply

chain department and the retail consumers and the export market managers has enabled the

company to increase the speed in which their commodities reach the market. Additionally, there

is well developed transport system within the firm and grower zones. The company is capable of

transporting the fruits both locally and international. The establishment of many offshore officers

also assist coordination of exportation of kiwifruits.

From the above research, the company has a number of primary and support activities that can

easily assist it move extra mile as far as production, distribution, and marketing and human

resource management is concerned. Certainly, we are yet to find a company that will be able to

topple the exemplary Zespri international company.

Finance

Being the most profitable company, Zespri has large financial base. From the financial reports

gathered, the company made a profit of $35 million in the year 2014. The return on investment

of Zespri Company is about 50% from the year 2009- 2016. Hence, the company has gets back

almost additional half of the funds invested. For instance, if the company invests $100 on a

product, the n it is likely that the company will get around $150, an indicator of large amount of

profits made. The company has hence accumulate many funds in the past years.

Economically the more the funds and investments of the company, the higher the funds the

company can borrow in terms of credit facilities. With the huge investments, should the company

face any financial problem, they can easily access huge bail out from banks and other financial

institutions. The above is a boost to the financial capabilities of Zespri international limited

company.

The last indicator of financial capabilities of Zespri international limited is the heavy expenditure

to traverse larger markets. It requires many funds for a company to promote its products

globally. The company also spends heavily on research, a strategy that has made it come up with

tasty and more nutritious kiwifruit products. All the above meaningful expenditures require

adequate capital in place. It is therefore easy to conclude that Zespri is a company with adequate

finance and will continue to grow successfully if the funds are used appropriately.

Human resource management

The company is owned by round 2150 current and past growers, who are equally determine as

the Zespri board of governors, the Executive team and staff to keep improving the value of the

products. As discussed earlier the products produced in the company includes Zespri green

kiwifruit, Zespri Gold kiwifruit, Zespri sun Gold kiwifruit. The above product differentiation has

just been successful due to the existence of top skills and innovative human resource.

The able Peter McBride chairs the board of directors, and together with other directors, offer the

best experience to the company. The top directors have a wide knowledge in the world market,

corporate governance and financial expertise. The task of the board of directors is to assist come

up with strategic plans that assist in making the company to move to the desired direction and

meet the regulatory requirements.

Additionally, the CEO Lain Jager leads the Executive team; together with high caliber managers

have adequate experience and skills to assist deliver to the stakeholders. The company has

around 500 employees around the world and they form Zespri global family. The entire family

place the importance of investment as a core contributor to the future success of the company.

The company wants to maintain the large market share, price leadership and large volumes of

exports b educating the young people to be future leaders and industry role models. Thus, the

company through the graduate trainee programs also enrich the lives of the people they work

around. In South Africa for instance, the company has developed the Zesprineurship programs to

equip young graduates with the skills required in the industry. In rating, I would rate Zespri

international limited as the company with the most skilled human resource in the world.

Technology

As discussed earlier, ZESPRI international merged the technology transfer team that for a long

time had been focused on achieving uptake of new technologies and coming up with innovative

ideas that made Zespri company to outperform competitors. The change that was put in place in

the recent past has ended up combining skills in the field of development, research; coordinating

groups to increase profitability, increasing efficiency of supply chain, and conducting training for

the growers to assist them develop new methods of growing kiwifruits. The advance in

technology has assisted the firm to come up with new brands of products.

The company has improved the recipe based technological approach to a modern one where the

new technology empowers the whole participants of the company. Therefore, every staff

member and grower is aware of the effectiveness of his or her individual input in the

performance of the company.

Inbound logistics

The company has well developed inbound logistics where around 160 refrigerated containers,

containing 832,000 trays of the kiwifruit have been loaded and are to be delivered to the port of

Tauranga for export within the next 12-hour period. The advanced technology has enabled the

logistic system to load a container loaded with kiwifruit every four and half minute.

The general managers has appreciated the dedication of truck drivers for the continuous delivery

that enables them export huge volume every day through Port Tauranga. The general manager by

the name Ian Means says that a record of loading 160 containers within 12 hours is what he had

strived to achieve for the last many years. Therefore, the managerial director has achieved what

he wanted to achieve, that is to make Zespri a model in the industry.

The managerial director in charge of inbound logistics believes that there is need for all the

departments to do an extra work with an aim of increasing the productivity of the company. The

zeal and aggressiveness put in place has enabled the company to produce over 100 million trays

of kiwifruits each year. For instance in the year 2011, additional 7000 containers were filled with

trays of kiwifruit.

Operations

The company is dedicated to its customers and has a vision to provide excellent services and

excellent products. The management and the growers have understood that high-level customer

service can only be achieved if the supply chain is well integrated, from the farms to the point of

sale, and the focus should be to meet the needs and requirements of the customers.

What has founded Zespri world dealing brand is the Zespri system, integrated production and a

distribution system used in delivering the commodities to the whole world. The staff have been

cumulatively working hard over the years, providing excellent services, deep scientific research,

technical, practical developments, recognition of the needs of the customers and continuous

commitments of the workers has a whole has made the firm to succeed.

The excellent modern system adopted by Zespri international limited company knows the need

for high quality products, however they understands that combination of best practices, excellent

products, effective communication , an assurance that the products are healthy and safe and

recognition of the needs of the consumers have made the firm to grow tremendously over the

years.

The company has ensured environmental sustainability, well-coordinated pest management,

orchard to retail traceability, adopting policies to maximize fruit quality, storage and taste.

Finally, the company has ensured that there is continuous research on leading and industry

changes. From there, they will be able to develop products that will be forever competitive and

marketable. Besides, the company has also established excellent management system and a

comprehensive feedback to the queries of the consumers.

Outbound logistics

Outbound logistics refers to the activities that the firm does to increase the efficiency at the rate

at which goods reach the consumers. The above activities includes good transport systems,

effective communication with the track drivers and captain of export ships. Zespri has

coordinating and determined trucks drivers who ensure that Zespri fruits reach the ports as fast as

possible. The company for instance, was loading around 160 containers of trays of kiwifruits in

12 hours. Additionally, the outbound logistics is so efficient that the company is able to transport

the kiwifruit products continuously for 12 months of the year.

Transport system leading the warehouses and the ports are well developed to increase faster

transportation of kiwifruit products to the places of shipment. The company has also ensured that

warehouse and well equipped storage facilities are close to the port to assist in storing kiwifruits

before they are loaded to the ships. The loading process has also be ease by the use of up to date

technology like forklifts that makes it easy to load about 160 containers within a short period.

Finally, the company has highly determined and skilled manager whose main role is to ensure

that Zespri Company achieves all its set objectives. The mangers, the track drivers and other

employees at the port are so happy that the outbound logistics is so efficient and hence the

company is able to the best in the world.

Sales and marketing

The company boasts of exporting around 100 million trays of kiwifruit in a year. Most of the

products are sold both locally and internationally in the global markets. The company CEO has

estimated that by 2025, there should be of 25 million trays of kiwifruits exported by the company

an indicator that the company is increasing the volume of kiwifruit brands being grown. Besides

the company is also increasing the investing in marketing of their products to assist reach wider

world markets. The company is currently conducting product research that can assist in coming

up with a product that can cope up with the future competition. With the rise in technology, there

is an expectation that other potential competitors may emerge and create stiff competition in the

market.

Weaknesses, strengths and core competences of the company

Weaknesses

The weaknesses of the company includes

I. Marketing strategies are limited to the already saturated markets.

II. The company suffers due to high production and high distribution costs.

There relatively less orchard as compared to the large markers served.

III. The company has a pressure of serving the world market in the entire 12 months of the

year.

Strengths

 The company producers the best size and the most nutritious in the whole world.

 The growers are so willing to invest in kiwifruits.

 There is excellent relationship between the growers and the top managers. Ideally

speaking, there is proper coordination in the company.

 The company sells variety of products. Consumers hence have a wide range of products

to choose from.

 The company takes advantage of the fruit growing expertise of New Zealand population.

Besides, the high tech innovative skills make a big difference.

VRIO analysis

The VRIO Capability

Brand leadership

Valuable?

Rare?

Costly to achieve?

Is the company able to

exploit?

Yes

yes

Yes

Brand leadership is valuable to the company as it makes the company to set its own prices. Being

brand leader is a rare opportunity, costly to achieve and the company is fully exploiting the

chance,

External analysis

General environment

The growers are cooperative and hardworking. Locals are overambitious and goal oriented,

they also provide ready local market.

Hanson et al’s version of PESTEL

PESTEL analysis is shown below.

Political / legal

The company suffers from high local taxes. There are also a lot of export barrier among the 60

export countries.

Economic

Zespri takes advantage of brand leadership, market leadership and the advantages of

globalization.

Sociocultural

The business operates in areas where the locals love healthy and nutritious living. Thus, there is

large market for their products.

Technological

The company has utilized advance technology from the growers’ side, transportation and loading

of containers containing kiwifruits. .

Demographic

The company takes advantage of the extensive world population that offers a bigger market

demand.

Physical

The soils is fertile, the weather condition is also favorable for growing of kiwifruit.

Global

The company sells all over the world. It is the world largest exporter of kiwifruit..

Industry environment

There is industry is so big, hence there is need to assess some of the challenges Zespri may face.

Five forces

Forces

Rating

Reasons

Possibility of new entrants

Weak

There is barrier to entry due

to existence of patent right

Possibility of imitation

strong

Kiwifruit is new hence few

people know more about it

Suppliers bargaining power

weak

It is owned by growers

hence no bargaining by

suppliers

Buyers bargaining power

Low

Zespri sell to consumers

across the world.

Rivalry rate

Medium

Zespri is the price setter,

hence does not compete for

low prices.

Competitive environment

Though the company enjoys price leadership, there are still some competitors.

Competitor 1: Chilly Company

Strength

The company sells at half price.

The company is penetrating New Zealand market

However, they have inadequate funds to expand their business.

Weakness

Low capital to fund heavy research

Like of adequate knowledge on kiwifruits brand that satisfy the customer needs.

Competitor2: Italy and china.

Strengths

They sell at low prices.

Weaknesses

They have inadequate funds to expand their business

Competitor 3: other fruit firms within New Zealand

Strengths

Able to compete for local customers too.

Weakness

They cannot produce high quality brands

Low level of innovation.

External analysis results

Opportunities

1. Change in the demand of buyers

a) Introduction of Golden kiwi that is preferred.

b) Provision of variety to consumers.

2. Information technology

a) Ability to load the containers very fast, 160 containers in 12 hours.

b) Proper coordination and communication within the firm.

Threats

The threats that the firm face includes

1. South American kiwifruit

a. Their prices are halved hence possibility of tilting the demand due to low prices.

b. They have ability to attract a large number of consumers.

2. Other kiwifruit growers

a. Compete for local market.

Critical success factors

The company able to supply 100 million trays per year. The company able to

load 160 containers in 12 hours.

Strategic analysis and recommendation

Conclusions of internal and external analyses

1.1.1. SWOT summary

Strengths

Willingness of growers to continue

growing kiwifruits, fertile lands for

growing kiwifruits, adequate finance

for operations.

Weaknesses

Pressure to serve the extensive world

market, conflicts between growers.

Opportunities

Market leadership, brand leadership,

skilled labor.

Threats

High taxes from local governments,

the kiwifruits are immutable.

Strategic options

Strategic Vision/ mission

The vision of the company is to ensure that Zespri grow in specialty fruit markets, particularly in

star fruit

Core strategy

The core strategy of the company is to make more profits and increase their volume of exports.

Industry role

The company strives to maintain price setter ship and to be brand leader.

Strategic scope

The company has a strategy to maintain their price leadership forever. Besides the company

strives to increase significantly the trays of kiwifruits exported by the year 2025

Vertical coordination

The coordination within the company is free and fair. A junior worker can easily talk with a top

manager.

Action plan for the star fruit

 The company to identify other fruits that can also satisfy the customers.

 The company to research on other potential markets that have not been reached.

 The company strives to automate nearly all their operations to increase efficiency.

Recommendation

Selected strategic option

It is recommended that the company to conduct massive research on how to maintain their

market leadership. The company should also diversify to other fruits to reduce the threats that

may surface should competitors mutate the kiwifruit brands.

Target customer profile

The company targets the export market. They are therefore promoting their products all

over the world.

Stakeholder management and communications

Vision statement

The vision is to ensure that Zespri grow in specialty fruit markets, particularly in star fruit.

Mission statement

Zespri should to work towards becoming a category leader in kiwi fruit, by focusing on

consumer demands while coming up new fruit cultivars to meet consumer demand and maintain

their satisfaction

Stakeholder identification

Zespri international has its shares listed in the stock market. Being that the company is

performing very well, the share prices are usually high.

Product market

The company sells both locally and internationally. Further, the company takes advantage of the

wide global market.

Organizational

The company has board of directors, CEO, managers and the growers. The above bodies work

together to assist the company to achieve its objectives.

Natural environment

The company is located in an environment with high creativity. The climate is also favorable to

support growth of kiwifruits.

Stakeholder needs or objectives

The main aim of the stakeholders is profit maximization ad increase in volume exported.

Stakeholder prioritization

The stakeholders have the priority of seeing the company maintain market leadership and

developing a brand name.

Stakeholder management plan

Power

The stakeholders have the power to assess the books of accounts and give their

recommendations.

Trade-offs

The company will first maintain the price leadership and brand name as at now. The remaining

goals of expanding the export will be achieved as time goes by. That is, by 2025 the export

volume should increase significantly.

Balanced plan to support the new strategy

The strategies set can only be achieved by active participation by all the stakeholders.

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