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Zespri: Case Analysis

1
Key Issue
Zespri, a Kiwi exportation company, is faced with a dilemma: the company wishes to expand their capital, however they are facing a declind in superiority in the fruit market. They wish to control the market by keeping Zespri brand products on the shelves of stores all year round, rather than just seasonally. Furthermore, Zespri is incurring costs from exporting that are preventing them from optimal expansion.
Internal Analysis
The VRINE model is based on the assumption that competitors in an industry cannot change their resources and capabilities quickly or easily. Value, Rarity, Inimitability, Nonsubstitutability, and Exploitability are attributes that are considered to provide the basis for a competitive advantage.
Is it valuable?
Zespri has a unique format that makes the company valuable. The company is based on a grower-owned design, which makes it a highly sophisticated design model. Zespri is based on long-term partnerships with suppliers and throughout the value chain. Global demand increased due to the nutritional value and the exotic taste of the fruit. Kiwifruit was the most nutrient dense fruits among all of the popular fruits. Growers have an advantage over other locations because the New Zealand environment allows them to develop an understanding of how to provide the best product and high quality fruit. Also, New Zealand had dominated the global production of kiwifruit due to the development of the green-fleshed Hayward cultivator. Lastly, Zespri Gold was a sweeter tasting, yellow-fleshed kiwifruit that was in a higher demand in some areas. The patent on Zespri Gold allowed them to raise prices and remain valuable. Zespri has concentrated on kiwifruit as their only product and it has allowed them to maintain standing addition.
Customers in Japan, China, and Korea are willing to pay a

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