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The Problem Faced by the Manager
Zespri Group Limited is one of the leading marketers of New Zealand-grown kiwifruits. The increasing demand of this nutritious fruit has forced the company to embrace new business practices. Zespri uses “strict production standards, consumer branding practices, and quality control systems in order to achieve its objectives” (Alvarez and Shelman 1). The firm also supports modern researches in order to produce competitive varieties. The most famous kiwifruit variety is given the name Zespri Gold. However, Lain Jager is not sure whether Zespri is on the right path towards achieving its goals.
The industry also faces numerous challenges such as plant diseases and competition. For instance, the 2009 outbreak of batteriosi affected the production of kiwifruit in different countries. Different competitors in the industry have also introduced new brands. Turners & Growers has been attracting more customers. It has also established new marketing agreements with different partners. Statistics “also indicate that the New Zealand industry has regained its position as the leading producer of such kiwifruits” (Alvarez and Shelman 15). The biggest problem facing Lain Jager is whether Zespri will have increased it exports by 2025.
Possible Solutions
Several solutions will make it easier for Zespri to achieve its business goals. To begin with, the firm should continue using its current business strategy. The use of a customer-oriented strategy will make it easier for the firm to achieve its objectives. The strategy will promote the concept of product differentiation. The production of new cultivars such as Zespri Gold will support the company’s goals. Zespri should also undertake new studies in order to produce competitive cultivars. Such varieties will perform positively in different markets. The firm should also “support its standards such as food safety, quality, and sustainability” (Alvarez and Shelman 5). Zespri should focus on new markets in order to achieve the targeted goals. New marketing practices will ensure the firm sells its kiwifruits to more consumers.
The Best Solution
The above solutions will make it easier for Zespri to achieve its business goals. However, the identification of new markets will make the above dream a reality. The company should use effective advertising techniques. This approach will attract more consumers in the developing world. A powerful marketing strategy will encourage more people to consume the targeted kiwifruits (Alvarez and Shelman 12). The firm should also inform more people about the health benefits of kiwifruits.
The company should also use competitive prices in order to emerge successful. Zespri should use the power of social media to attract more customers. The strategy will attract more customers in different continents such as Latin America and Africa. The other solution should focus on the major diseases affecting kiwifruits. The firm should collaborate with different plant pathologists in order prevent such diseases. These solutions will ensure Zespri achieves its goals.
Industry Analysis and Personal Insights
The New Zealand kiwi industry has become attractive and profitable. According to experts, the production of kiwifruits will increase exponentially in the future. The profitability of this industry has attracted new competitors. This situation explains why the existing players should promote the best business strategies (Alvarez and Shelman 14). The case study also identifies the major challenges affecting many industries today. This industry presents powerful ideas that can make many entrepreneurs successful. In conclusion, Jager should use the above solutions in order to support Zespri’s goals.
Works Cited
Alvarez, Jose and Mary Shelman. “Zespri.” Harvard Business School 1.1 (2015): 1-34. Print.
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