zespri final

Part I: Key Issues In 2010, Lain Jager, the CEO of Zespri, was facing with a material growth problem whether Zespri is on the right track to maintain its leadership in Kiwifruit industry and that the commitment of achieving its goal to reach its export earnings of $3 billion by 2020 is uncertain.

Part II: Advantages Analysis Zespri was analyzed through VARINE and five forces and CAGE analysis in order to analyze the external and internal situation.
The external analysis-VARINE Analysis:
1) VARINE analysis – Kiwifruit
Value
The products of Zespri are valuable. The color and taste of gold kiwi is popular in Asian market. The quality of green kiwi and gold kiwi also is main reason to engage Zespri as the best exporters around world.
Rarity
The kiwifruit of zespri is rare in the market especially Zespri gold kiwi because Zespri is the original country where controls the core technology of cultivating gold kiwi at the level of cultivating gold kiwifruits.
Inimitable &non-substitutable
Zespri can be easily imitated because other existing primary kiwi exporters begin innovating gold kiwi. When doing offshore business, the cooperators are likely to copy Zespri’s core technology of gold kiwi so that it is easy for them to imitate.
Exploitability
The products of Zespri have high exploitability in the market. The demand and consumption of gold kiwi and green kiwi are increasing dramatically for each year from different geographical markets.
2) VARINE analysis – Grower owned business structure
Value
The grower owned business structure is valuable which guarantees Zespri has stronger suppliers and the high quality of products.
Rarity
The grower owned business structure is rare since this is unique
Inimitable &non-substitutable The grower owned business structure is inimitable. This structure brings high profits and high brand awareness of Zespri around world. Other country’s exporters will switch the structure likes Zespri to increase its brand