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Business Administration Programmes
Individual Assignment
Module: MKTG903 Global Marketing- Future Dynamics
The project of Operating Avocado
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Date: 29/10/2020
Analysis of Background
Avocados, native to Central America, were introduced to New Zealand more than 100
years ago. Today, avocados have become a vibrant industry. In New Zealand, there are more
than 4,000 hectares are devoted to avocado production and are operated by about 1,800
growers. Avocados have become the third most exported fresh fruit in the country behind
kiwi fruit and apples these days. The demand for avocados globally has increased fourfold in
the past decade. Therefore, a plan was drawn up by the Ministry of Primary Industries and the
Avocado Growers Association to triple avocado production to 2023, which would mean
annual output of more than $200 million (New Zealand Avocado, n.d.). Besides, due to
geographical differences, avocados have different planting seasons compared to the Northern
Hemisphere, which will form a complementary harvest season with there. In this case, New
Zealand’s avocado international market share will increase significantly, even though it
