Costco Companies, Inc.

David E. Bell; Ann  Leamon

Case | HBS Case Collection | September 1998 (Revised July 1999)

Costco Companies, Inc.

Abstract

Costco Companies, one of the major players in the wholesale club industry, has developed a new class of membership that offers discounted services--auto, health, and home insurance, business credit card processing, real estate services--in exchange for a higher annual fee ($100 vs. $40). The case poses two questions: 1) how should the new membership be marketed, to whom, and how much should be spent on the effort? and 2) what are the potential risks and benefits for Costco, which generated $22 billion in 1997 selling products in bulk, in offering services? Which question is emphasized depends on whether the case is taught in a marketing or a retailing course.

Keywords: Cost vs Benefits; Cost Management; Brands and Branding; Marketing Strategy; Supply and Industry; Service Delivery; Service Operations; Risk and Uncertainty; Retail Industry;

Format: Print

21 pages

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Citation:

Bell, David E., and Ann Leamon. "Costco Companies, Inc." Harvard Business School Case 599-041, September 1998. (Revised July 1999.)

Case | HBS Case Collection | November 2018 (Revised April 2019)

Zespri Grows

David E. Bell and Natalie Kindred

Controlling about a third of global kiwifruit exports by volume and nearly half by value in 2018, Zespri was a grower-owned “corporatized cooperative” with the exclusive right to export New Zealand-grown kiwifruit (except to Australia). Zespri did not grow fruit, but rather managed an integrated marketing system across the value chain. This coordinated structure enabled Zespri to control quality, build a brand, and command premium prices in export markets. In 2018, Zespri had a strategic goal of marketing the world’s leading portfolio of kiwifruit year round, with a target of nearly doubling sales, to NZ$4.5 billion, by 2025. This would require Zespri to vastly increase its kiwifruit supply in New Zealand, as well as from overseas suppliers, who currently accounted for a relatively small portion of its volume. Rapid growth presented several challenges, including the need to preserve product quality and consistency while working with new growers, prioritizing customers and markets as demand outpaced supply, considering Zespri’s position vis-à-vis the crucial China market, and developing new capabilities as Zespri transformed from New Zealand-centric into a global organization. At the same time, the Zespri team aspired to launch new products that met consumer demand for sweeter taste and convenience—an increasingly urgent priority as global competition in kiwifruit intensified. Zespri had been the first to introduce a high-quality proprietary gold kiwifruit to the global market, and it continued to dominate the gold segment. Could it do the same in the emerging red-flesh category? As with many questions facing Zespri in 2018, there are risks of moving too fast as well as too slow.

Keywords: Agribusiness; kiwi; kiwifruit; Agriculture; Global Supply Chain; branding; produce; coordinated industry structure; industry coordination; countercyclical supply; New Product Development; Product Strategy; differentiation; Food; Quality; Trade; Brands and Branding; Marketing; Strategy; Global Strategy; Change Management; Organizational Change and Adaptation; Globalization; Globalized Firms and Management; Competitive Strategy; Resource Allocation; Product Development; Agriculture and Agribusiness Industry; Consumer Products Industry; Food and Beverage Industry; New Zealand;

Citation:

Bell, David E., and Natalie Kindred. "Zespri Grows." Harvard Business School Case 519-047, November 2018. (Revised April 2019.) View Details

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Costco Companies, Inc.

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