Ananas Anam Ltd: Report on Piñatex™ Marketing in New Zealand

This report, prepared for Ananas Anam Ltd, explores the environmental variables influencing the marketing of Piñatex™, a sustainable leather alternative made from pineapple leaf fibers, in New Zealand. The report examines the economic, political, social, cultural, and technological factors affecting market entry and success. Economic factors include New Zealand's strong economy and favorable government policies. Political stability, safety, and intellectual property rights are also analyzed. Social considerations encompass lifestyle, population demographics, and language, while cultural factors cover linguistic affiliation, symbolism, and daily life. Technological factors, such as internet access and social media usage, are also considered. The report concludes that a comprehensive understanding of these variables is crucial for successfully marketing Piñatex™ in New Zealand.

Running head: GLOBAL BUSINESS MARKETING 1
Global Business Marketing
Student Name
Institution

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Executive summary
Piñatex™ stands as an important leather product made from natural waste material from
leaves of the pineapple plant. Piñatex™ is produced by Ananas Anam Ltd based in the United
Kingdom. The process of making Piñatex™ begins by planting to maturity the pineapple plants.
The plant is harvested and fruit is sold while its leaves that remain waste are taken through a
process called decortications to obtain fibers. Fibers are then passed through a process that turns
them into nonwoven textile material that is used to produce different leather materials. Two
advantages of Piñatex™ are reduction dependant on leather from animal skins and reduced use
of plastic as materials used in textile industry. The Ananas Anam Ltd intends to market its
products to other countries such as New Zealand as a new environment. Being the marketing
manager for Ananas Anam Ltd, the following is a report on the environmental variable that
influences marketing in New Zealand.
Table of Contents

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1. Background.........................................................................................................................................4
2. Environmental variable........................................................................................................................5
2.1 Economic...........................................................................................................................................5
2.2 Political..............................................................................................................................................6
2.3 Social.................................................................................................................................................7
2.4 Cultural..............................................................................................................................................7
2.5 Technological....................................................................................................................................8
Conclusion...................................................................................................................................................9
Reference...................................................................................................................................................10

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1. Background
Piñatex™ is a leather product that is manufactured or produced by Ananas Anam Ltd
based in the United Kingdom. Piñatex™ is specifically made from fibers of pineapple leaves that
are considered agricultural waste. This makes it one of the naturals produced a sustainable
product that complements the leather produced from the skin of the animal. The production of
Piñatex™ takes a simple step of production of fibers from plant leaves pineapples plants a
process called decortications (Swarbrick, 2010). The fibers are then made into a nonwoven
textile material that is then turned into different leather materials for various products. The
Piñatex™ product is important for current society for two reasons. Firstly, Piñatex™ solves the
issue that requires keeping of animals that are killed for their skins as this makes use of
agriculturally produced pineapple plant. A farmer produces pineapple the fruit is sold or used in
the juice industry while leaves of the plant that is mostly waste are used to produce Piñatex™
(Whittaker & Bowler, 2005).
Piñatex™ has been produced and sold within the United Kingdom or European countries.
The company, therefore, needs to extend marketing of this product to another country including
New Zealand. New Zealand is an important country since it shares a lot of things in common
with the United Kingdom. In order to start marketing of Piñatex™ in the foreign country, it is
important to understand the global business marketing environment within this country. This
gives birth to the business environment variable analysis from the country specifically New
Zealand (Clark, 2008).

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2. Environmental variable
Global business marketing or marketing in general is influenced by a number of factors
that need to be considered when marketing in New Zealand. Analysis of these factors gives vivid
understanding both the natural and the business environment especially for foreign companies.
Piñatex™ is an important product that being produced by a foreign company Ananas Anam that
is based in United Kingdom and extending its marketing and business within a new business
environment need fast to evaluate on these environmental variables. These factors can be divided
in economic, social, technological, political and cultural
2.1 Economic
New Zealand has proved to be one of the best countries to do business thus it is very
good for marketing products. Economic variables can be grouped as either positive or negative.
Some of the positive features of economic variable that influence marketing of Piñatex™ in New
Zealand include resilient economy, robust outlook, recent economic performance, stock market
performance, and government policy. Firstly, New Zealand has been one of the best countries to
do business. This according to World Bank rating that placed the country at number two in the
world. Marketing Piñatex™ in New Zealand therefore will fast owing to the few restriction that
are easily done online within the government online portal (Smelt & Jui, 2009). Secondly, New
Zealand economic growth is very fast due to good fiscal monetary policy that is particularly tied
to macroeconomic stability. This gives the labour market flexibility nature that makes it easy to
get manpower for advertising or other form of marketing. Thirdly, economic performance can be
termed as one of the fastest growing economy characterized by 3.3% growth rate in 2014 and 3%
in 2015. Doing business in New Zealand is also enabled through changes in the exports due to oil
price change. Fourthly, government policy is also favorable following the key the national party

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government that promised strong economy, better public service and safer New Zealand. This
has boosted the economic environment within the country especially for other countries. Finally,
stock market performance recovered strongly following the economic crisis of 2009 to 2015
reaching 121% during this period (Scerri & Steger, 2015).
2.2 Political
Political environment within New Zealand that allows international business has
significant effect in marketing of Piñatex™. Some political factors include political stability,
safety, illegality and intellectual property rights. Firstly, it is good to note that political
environment within the country has remain stable since coming into power the National Party
that first elected into government in 2009. Since coming into power the government has entered
into agreement with different countries including United Kingdom, Australia and united state of
America (Pellow & Hollie, 2013). Secondly, safety within the country is intensified through laws
that protect human rights such as Human Act of 1993 and the New Zealand Bill of Rights Act of
1990. This makes the country to be safer for those foreigners who wish to do business in the
country. Thirdly, another political factor is bribery and corruption that prohibit bribery within the
business environment. As the company wish to market Piñatex™ within New Zealand, any form
of corruption is illegal whether obtaining license or any legal requirement. Fourthly, intellectual
property right in an important in the country as all business companies are advised to patent trade
secret or trademark. Therefore, as the company going to market Piñatex™ in the country
protecting all forms of advertisement or any art is important as this may solve conflicts in the
event that any property of Ananas Anam is counterfeited. In addition, government policy plays
an important role in legalization of marketing and eventually doing business (Dobson, 2016).

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2.3 Social
Marketing of Piñatex™ in New Zealand considers many social factors such as lifestyle,
population, and language. Firstly, it is notable that most people in New Zealand like natural
materials or those materials that are made from natural substance such as Piñatex™ that is made
from pineapple wastes. Moreover, the citizens of New Zealand normally like those materials that
easily decompose when disposed. Secondly, the country is mostly urban country accounting for
72% of the population living in urban countries. Some of the major urban centers are
Christchurch, Auckland, Hamilton and Wellington (Gary, 2012). This account for 4.5 million
people a percentage that is translates to 52%. Thirdly, the life of Maori people particularly lives
community and this means that marketing should consider reaching this communal setting. Some
of the homesteads of the locals require good product promotion that is able to reach these people.
Piñatex™ marketing should also be designed using the local language that though substantive
number of people speaks English, another common language spoken in the country is Maori.
Designing advertisement and any other product marketing need to consider the Maori language
as this remains an important language spoken in daily life.
2.4 Cultural
Cultural factors also play a significant role in business within new Zealand. Some of the
cultural factors that can be cited are linguistic affiliation, symbolism, ethnicity, national identity,
and daily life. Firstly, the official language spoken in New Zealand is English and this is also the
official language spoken in United Kingdom. This means that marketing in the country become
easy though most locals like speaking Maori. Secondly, new Zealanders like and uphold national
flag, national anthem and coat of arms. This means that any other symbols can be commercial
depending on the business. Thirdly, New Zeal was under British though the country had some

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pre-world war II parliamentary members mostly from Maori and promoted Maori culture. New
Zealand had strong national identity engraved national institutions that promoted culture.
Ethnicity was further influenced through intermarriage between the Maori people and the
Europeans (Szeman, 2010). Cultural practices in the country have strong influence in business
and subsequent marketing since the local community especially the indigenous community
called the Maori community. For a long period of time the government has been promoting the
culture of the local and hence uphold those business that focus on selling material or product to
Maori people. Finally, another aspect of culture that has strong influence in the marketing of
Piñatex™ is daily life of the New Zealanders. Daily life of the Maori people is characterized by
communal life full of conservativeness. The daily life of Maori people also is spiced with natural
products giving Piñatex™ a boost since it is mostly made from natural product (Ong & Le 2013).
2.5 Technological
Technological factor is another important factor that currently form back bone of
business. In the international business environment technology places the local marketing into an
international standard as compared to other factors since technology enable marketing to reach
many people at the same (Kotler & Gary, 2006). Majority of people in New Zealand leaves in
urban centers and therefore has access to modern technology such as internet. This therefore
means that using technologies such as internet, social media or television is readily welcome by
local. A minimal number of people live in the rural with majority of these people being the
indigenous Maori people. Nearly 50% of people live within urban centers this translate to over 4
million people who are able to access modern technological facilities (Patman, 2005). In
addition, the country’s main cities such as Auckland are internet connected with good network
coverage and therefore capable of reaching these people living in these centers. Piñatex™ is

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potentially accepted with the people in the country once the company is able to design catchy
advertisement during marketing. Social media advertisement that makes use of local community
cultural aspects of Maori people is most likely to attract attention of many customers or views in
the country (Nixon, 2010).
Conclusion
In conclusion, Piñatex™ remains an important product capable of solving the problem of
natural leather that is obtained from animals. In order to market Piñatex™ in New Zealand, there
is the need for considering environmental variable such as economic, political, cultural, social
and technological factors. It is worth noting that the country has policies that allow starting and
conducting business in the country in an easy and free manner that makes it suitable for
marketing Piñatex™.
Reference
Clark, J. (2008), Strategic Management, SAGE Publications Ltd., p. 29

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Dobson, A. (2016), Environmental Politics: A Very Short Introduction, Oxford University Press,
Gary, A. (2012), Principles of Marketing (5th ed.). NSW: Pearson Education Inc. p. 80.
Magee, L.; Scerri, A. & Steger, M. (2015), Urban Sustainability in Theory and Practice: Circles
of Sustainability. London: Routledge. p. 53.
Kotler, P. & Gary M. A. (2006), Principles of Marketing (Version 12/E). Pearson Education Inc.
New Jersey
Nixon, J. (2010), Exploring SWOT analysis - where are we now? : A review of academic
research from the last decade. Journal of Strategy and Management.
Ong, P., Le, L. & Daniels, P. (2013), Ethnic Variation in Environmental Attitudes and Opinion
among Asian American Voters. AAPI Nexus: Policy, Practice and Community (11)1-2:
pp. 91-109.
Pellow, D. N. & Hollie N.B. (2013), An Environmental Sociology for the Twenty-First Century.
Annual Review of Sociology, 39: 229–50.
Patman, R. (2005), Globalisation, Sovereignty, and the Transformation of New Zealand Foreign
Policy (PDF). Working Paper 21/05. Centre for Strategic Studies, Victoria University of
Wellington. p. 8. Archived from the original (PDF) on 25 September 2007.
Smelt, R. & Jui L.Y. (2009), New Zealand. Cultures of the World (2nd ed.). New York, US
Swarbrick, N. (June 2010), Creative life – Music. Te Ara: The Encyclopedia of New Zealand.
Szeman, I. & James, P. (2010), Globalization and Culture, Vol. 3: Global-Local Consumption.
London: Sage Publications

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Whittaker, M.S. & Bowler, S. (2005), Racial/Ethnic Group Attitudes Toward Environmental
Protection in California: Is "Environmentalism" Still a White Phenomenon? Political
Research Quarterly (58)3: pp. 435, 435-447.