Consumers are now also demanding traceability of the product throughout the production process as part of the greater global emphasis on food safety. The Zespri brand sets the benchmark for guaranteed excellence and delicious, nutritious kiwifruit. Cite View Details Educators Related. The name is known for quality and availability. Recent research has proved that the kiwifruit is one of the most nutrient dense fruits. In order to enter the market, the government of New Zealand had a few policies that must be abided by in relations to exporting the fruit. Hi there, would you like to get such a paper?

Cite View Details Educators Purchase. The company has extremely good relationships with government authorities worldwide as a result of this approach and is trusted to perform in line with the policies they set down. Over the past 10 years, New Zealand sales volumes have almost doubled, from 52 million to million trays. As a result, they have a relatively sustainable competitive advantage from their high-quality product offerings and rare variations of kiwifruit. Senior consultants with experience in business process modelling and evaluation helped Zespri attain a significant increase in their process maturity. The social impact of supplying Kiwi fruit is huge at this point as it affects the lives of the growers and customers who are demanding more of it. This set a good foundation for future business process work, and allowed other parts of the business to be included that were not initially part of the SCE scope..

The primary activities that Zespri has are outbound logistics, marketing, and services. Technology and Operations Management.

case study zespri

Akinyanju and Oduntan believe many of the issues constraining Nigeria’s poultry sector can be alleviated with relatively simple solutions—and that doing so can open tremendous growth opportunities for their businesses and the country as a whole. The SCE project had to ensure that its outcomes were aligned to supporting business processes. Facing growing international competition, Zespri invested in consumer branding and innovation, which has led to new types of kiwifruit that taste better and are protected with patents.


As an established kiwifruit produce company with unique product assortment, sales will not decline from a decreased scale of operations. Like To Know More? Click to learn more https: They use the differentiation strategy by ensuring they are producing top quality kiwifruit.

Zespri is consistently zezpri steady growth, and increased competition. They manage grower relationships in New Zealand and also procure fruit from around the world as well. Consumer response has been positive and Zespri has begun to grow kiwifruit outside of New Zealand in order to have the product on retail shelves year round.

Zespri – Case – Harvard Business School

Xelocity acted as an independent adviser and key contributor, working with Zespri to develop process maps for the SAP blueprints. Italy is the largest country where this takes place but local production of Zespri licensed fruit is also used to help supply the domestic markets in Japan and Korea.


Sttudy order to compete Zespri and its competitors must be able to differentiate their product by having a unique advantage. Search all of TKI. Xelocity Solution Xelocity acted as an independent adviser and key contributor, working with Zespri to develop process maps for the SAP blueprints. Since grocery retailers generally stock many different varieties of fruit, kiwifruit is only one of many fruits fighting for space.

In continuing both of these activities, the Zespri brand will proceed to flourish in the market. In the future, Zespri will continue to benefit from this strategy since it allows them to have long lead times to adapt their kiwifruit.

Case study 3: Zespri

Competition continues to grow for the kiwifruit industry making it increasingly difficult to gain shelf space in grocery stores. Technology development is a very critical support activity that must be invested in.

Threat of new entrants is low due to the established name Zespri has obtained due to their strict standards to produce top quality kiwifruits.


Project Summary Zespri had selected Business Process Modelling Notation as their standard for enterprise wide process documentation, and after evaluating various tools, adopted Signavio as the modelling tool going forward. As a result, they have a relatively sustainable competitive advantage from their high-quality product offerings and rare variations of kiwifruit.

As a result a decision was made to change from having a marketing board to having a corporate that would be responsible for the sales and marketing of the entire New Zealand crop. ANZ Case study 3: Alvarez and Mary Louise Shelman. Zespri has proprietary rights for the Gold variety, which allows them to produce gold kiwifruit in other countries.

Set in Septemberthis case provides a detailed look at Nigeria’s poultry value chain and the complexities of modernizing a traditional and largely informal industry. The financial crisis has been wide reaching and has impacted on other significant factors that influence Zespri, in particular the foreign exchange rates and the global demand and price of fuel.

They also have in the works a red version of the fruit which indicates they have created a technological barrier for its competition to create unique products. In doing so, they will have liquidated machinery, land, and a large amount of expenses that each supplier entails. 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 doing so, diminish the returns.

case study zespri

Issues of food safety are supported by programmes encompassing stuey plant hygiene and quality control systems together with a controlled crop protection programme that is continually improved. These activities are what make Zespri such a successful company.