Rj's and Successful Licorice Production
RJ 's and successful licorice production
New Zealand made products often have a good reputation overseas as products of a high quality and produced using natural ingredients. The production of New Zealand based RJ 's Licorice is not an exception, it is a brand with high product quality standards. The RJ 's Licorice Company is the leading producer of licorice in New Zealand. RJ 's is a family owned brand that has been operating for almost 20 years. After becoming a top provider of licorice to New Zealanders, the company has expanded internationally and has regular customers overseas due to producing a unique range of confectionary with the best possible quality. This essay is based on a SWOT analysis of the company and is going to expand on a topic about this successful licorice operation and how it uses a mix of marketing strategies to position its ' brand.
Licorice extract has some qualities which can be used for medicinal purposes and it has been used since ancient times (Terra Foods, 2011). This ingredient is found in roots of a plant sourced from Asia and some Middle Eastern countries. In China, licorice is widely prescribed as a medical herb which is believed to reduce some health disorders (ChefShop, 2013). Therefore, the company uses these plant 's qualities to address and position its ' products as a healthy guilt-free confectionary. RJ 's are focusing on using two dimensions of Corporate Social Responsibility. They are taking their social responsibility and ecological responsibility by showing care and respect to people 's health and the Planet’s wellbeing.
The company emphasizes the high quality of its red and black licorice which are made by new and innovative production technologies (Light, 2013). They are moving to a paperless management system by adopting electronic documents, as consignment notes, for export purposes. From the start of RJs about 20 years ago, it has been moving to a fully automated process of production and has achieved it
New Zealand made products often have a good reputation overseas as products of a high quality and produced using natural ingredients. The production of New Zealand based RJ 's Licorice is not an exception, it is a brand with high product quality standards. The RJ 's Licorice Company is the leading producer of licorice in New Zealand. RJ 's is a family owned brand that has been operating for almost 20 years. After becoming a top provider of licorice to New Zealanders, the company has expanded internationally and has regular customers overseas due to producing a unique range of confectionary with the best possible quality. This essay is based on a SWOT analysis of the company and is going to expand on a topic about this successful licorice operation and how it uses a mix of marketing strategies to position its ' brand.
Licorice extract has some qualities which can be used for medicinal purposes and it has been used since ancient times (Terra Foods, 2011). This ingredient is found in roots of a plant sourced from Asia and some Middle Eastern countries. In China, licorice is widely prescribed as a medical herb which is believed to reduce some health disorders (ChefShop, 2013). Therefore, the company uses these plant 's qualities to address and position its ' products as a healthy guilt-free confectionary. RJ 's are focusing on using two dimensions of Corporate Social Responsibility. They are taking their social responsibility and ecological responsibility by showing care and respect to people 's health and the Planet’s wellbeing.
The company emphasizes the high quality of its red and black licorice which are made by new and innovative production technologies (Light, 2013). They are moving to a paperless management system by adopting electronic documents, as consignment notes, for export purposes. From the start of RJs about 20 years ago, it has been moving to a fully automated process of production and has achieved it
References: Case Study. Sweet Success with pick & scan system: RJ’s Licorice Ltd makes its world-class confectionery to a winning formula. And the company has gone for the same with the new logistics system at its Levin plant (October 14, 2005). Issue № 14, p. 5. Retrieved from: http://www.gs1nz.org/documents/SCANOctober2005PDFforweb.pdf Halliwell, R., (n.d.) RJ 's: About RJ 's. Retrieved from: http://www.rjslicorice.co.nz/ Idealog: Case study: All sorts of export success (2013). Issue 45. Retrieved from: http://www.idealog.co.nz/businessplan/all-sorts-of-success Light, L.,(August, 2003). NZ Business: ' 'Proudly provincial (and pretty profitable too); right around the country literally hundreds of thousands of businesses are thriving. Whether it 's in Levin, Hamilton or Central Otago, each of those businesses is working hard to maintain its competitive advantage. Here Liz Light profiles four highly successful regionally based businesses, with a difference ' '.(17.7 p.15). Retrieved from: http://go.galegroup.com.ezproxy.auckland.ac.nz/ps/i.do?action=interpret&id=GALE%7CA113608305&v=2.1&u=learn&it=r&p=ITOF&sw=w&authCount=1 Morrison, G. (March, 2009) EMA Business: RJ 's innovation makes over market category. Issue 57, p. 23. Retrieved from: https://www.ema.co.nz/SiteCollectionDocuments/Advocacy/Business%20Plus/2009/EMA_BusinessPlus_Mar_2009.pdf ShefShop.com: RJ 'Soft Black Licorice-New Zealand (2013). Retrieved from: http://chefshop.com/RJs- Soft- Black-Licorice-New-Zealand-P6216.aspx Terra Foods: RJ 's Licorice(2011). Retrieved from: http://terrafoods.ca/rjs-licorice/ Appendix A: Swot Analysis of JR’s Licorice Strengths: The company uses a natural extract from a plant, so in branding it can position its products as a herbal. (Morrison, 2009) The company promotes itself as the only company which produces natural licorice products in New Zealand. (Morrison, 2009) It uses innovative methods of production with a help of fully-automative machines. (Case Study, 2005) The high quality of products. Opportunities: Expanding to new markets. Not many competitors for the company. Product development with continuing to introduce new creative and innovative products. Increasing production efficiency by a technological development. | Weaknesses: The product has a specific taste and different from other confectionary products which not all people might like. Lack of new opportunities to add a different range of the products due to the narrow use of licorice in confectionary. Availability of other substitutes of licorice confectionary like fruits jellies and candies. Threats: Total reliance of confectionary production on crops which are outsourced from the Middle East. If anything will happen to climate conditions or other factors which can make the crops unavailable for outsourcing would be a big threat for the company. Anther threat is a rise in international raw material prices or exchange rates fluctuation. New international competitors. |