Introduction

New Zealand is a small island nation in the South Pacific, South-East of Australia, it is also home market forces its numerous small and medium enterprises to seek and develop international markets. Honeyland is an export business specializing in nature of New Zealand, Manawatu region in July 1968. The business started exporting right from its beginning and has in effect, never operated in the domestic New Zealand market focusing on one international market only.

I. Background of the Study
New Zealand honey is positioned as a health promoting product, using New Zealand’s clean and green image. The company strategically targets quality-conscious customers, especially those who have been to New Zealand for a holiday and know its spectacular landscape.
The owner of Honeyland, Sue a trained school teacher, became aware of the good reputation and health benefits of New Zealand Honey early on. In the 1970’s she raised a young family while keeping bees in the few beehives in the back of her garden around the family home.
Her interest in Japan and Japanese culture grew during visits when she accompanied her husband, a successful wool merchant, on his business trip. Soon Sue started looking for a business idea that would enable her to visit Japan on a regular basis without having to depend on her husband. The hobbies of producing honey grow into a business idea.
Honeyland’s market can be distinguished into three different segments. One third of the business comes from sales through supermarket chain that operates a fixed price strategy. Quality branded is sold at a discount. Another third of her business involves supplying a Japanese honey company with New Zealand comb honey. This company segment of honeyland’s business drives from sales to a firm that is associated with Japan Travel Business. Honeyland products are available