Business Plan Flower Shop
DEVELOPING BUSINESS MODELS FOR
SUPPLYING FLOWERS TO SUPERMARKETS
by
J.A. Dongelmans
2009
MBA Management Project Report
Management Project submitted to TiasNimbas Business School in accordance with the rules of Bradford University School of Management in partial fulfilment of the requirements for the degree of
Master in Business Administration
STATEMENT OF AUTHENTICITY
I have read the TiasNimbas Business School
Regulations relating to plagiarism and certify that this project is all my own work and does not contain any unacknowledged work from any other sources. I confirm that the Word Count as per the
Regulations is 12266 words.
Signed:
Date: September 9th 2009
Management project J.A. Dongelmans PTMBA 07
2/101
Key Words and Abstract
Student name:
J.A. Dongelmans
Student identification number:
07030013
Title: Developing business models for supplying flowers to supermarkets
Keywords and phrases in this document are:
-
Business models
Flower industry
Supply chain management
Abstract
Flower Direct B.V. has changed its strategy from selling flowers to resellers to selling directly to supermarket organisations in Europe. To be successful in the supermarket channel the supplier must operate in an optimal way in order to become profitable and competitive. The objective in answering the research question is: to understand more about supplying retailers directly and to find out what measures Flower Direct needs to take in order to become a successful supplier. The company has chosen to focus on the medium size supermarket chains, but not for a specific channel.
Based on academic literature, knowledge from interviewed field experts and marketing information, applicable models are found for: category management, procurement strategies, value alignment in the supply chain and business models. With these models and three channels, discount, middle and high-end have been analysed.
In order to supply these channels successfully a specific business model and
SUPPLYING FLOWERS TO SUPERMARKETS
by
J.A. Dongelmans
2009
MBA Management Project Report
Management Project submitted to TiasNimbas Business School in accordance with the rules of Bradford University School of Management in partial fulfilment of the requirements for the degree of
Master in Business Administration
STATEMENT OF AUTHENTICITY
I have read the TiasNimbas Business School
Regulations relating to plagiarism and certify that this project is all my own work and does not contain any unacknowledged work from any other sources. I confirm that the Word Count as per the
Regulations is 12266 words.
Signed:
Date: September 9th 2009
Management project J.A. Dongelmans PTMBA 07
2/101
Key Words and Abstract
Student name:
J.A. Dongelmans
Student identification number:
07030013
Title: Developing business models for supplying flowers to supermarkets
Keywords and phrases in this document are:
-
Business models
Flower industry
Supply chain management
Abstract
Flower Direct B.V. has changed its strategy from selling flowers to resellers to selling directly to supermarket organisations in Europe. To be successful in the supermarket channel the supplier must operate in an optimal way in order to become profitable and competitive. The objective in answering the research question is: to understand more about supplying retailers directly and to find out what measures Flower Direct needs to take in order to become a successful supplier. The company has chosen to focus on the medium size supermarket chains, but not for a specific channel.
Based on academic literature, knowledge from interviewed field experts and marketing information, applicable models are found for: category management, procurement strategies, value alignment in the supply chain and business models. With these models and three channels, discount, middle and high-end have been analysed.
In order to supply these channels successfully a specific business model and