Zespri Case Solution

1. What value does the organization create to its stakeholders? why does it exist?

The stakeholders in the case of Zespri include the following:

• Growers of the kiwifruit

• Consumers

• Retailers

For each stakeholder, Zespri created value by fulfilling the needs and wants of all effectively. For the growers of the kiwifruit, Zespri created value by maintaining returns for them at the maximum level. For the consumer’s value, Zespri offers a variety of kiwifruits based on different nutritional values, tastes, and prices. Lastly, Zespri offered retailers a commission based on per square meter, and they can manage the inventory of Zespri’s kiwifruits hassle-free.

Growers of the kiwifruit: Zespri benefitted the growers of the kiwifruit of New Zealand by providing them a platform to expand their production from local to global supply. Additionally, Zespri introduced new variants of kiwifruit, for instance, kiwifruit green and kiwifruit gold, that assisted the growers in increasing as well as diversifying their supply of products. Zespri also introduced innovative technology for growing kiwifruits to promote convenience for the growers. It also organized grower tours to encourage growers to meet directly with the consumers and understand their wants to eventually implement the findings in the product.

Consumers: Consumers have been involved with Zespri since the emergence of the brand. They contributed to the name of the brand as well as the positioning statement. To satisfy the consumer demand throughout the year, Zespri stepped into a 12-month supply of kiwifruit by partnering with other countries. The preferences of the consumers in terms of taste, color, sweetness, shape, and quality were the topmost for Zespri, and it tried never to compromise on them because Zespri has always promoted itself as a customer-centered company.

Retailers: The retailers were paid the price of their shelves based on commission per square meter of the shelves. Since Zespri is a premium brand, the margin for the retailers per square meter was much higher than other fruits in the shop. Moreover, due to the high-quality check of the product at Zespri, the product loss was much lower in addition to higher demand from the consumers. The value was created for the retailers, and they were assured that with Zespri they’ll earn the highest commission because of the marketing strategies of the company, which generated consumer pull.

2. How should the organization look to grow its business? What must the organization do well in order to succeed in the future?

Zespri has already made its mark in the local and international markets by maintaining standard quality, innovative product lines, consistent branding, and capturing and fulfilling the various needs of its customers according to the regional market. However, Zespri must work on the following pointers to expand its business and continue with its success in the future.

i. Introduce New Product Lines