Calyx and Corolla
Calyx and Corolla
By Rajesh Naidu
Calyx and Corolla
Abstract
The present analysis of the case Calyx and Corolla, a mail order flower retail company is rather a descriptive one without leading to any conclusion and finding any causative reasons. The present case is analysed and presented in various sections encompassing the organisation and its management, the relationships with the key players – how it led to its success, its growth in terms of volumes and profits. A comparative study has been given evaluating the efficiencies of the traditional supply chain and the innovative route that has been followed by Calyx and Corolla. Economics of these supply chains have been provide wherever necessary. Strengths of the company are provided along with its completive advantages under various sections. In all it give an overlook of how an effective and innovative idea fruited into robust organisation over the years.
1. Introduction
“Nature provides people with a simple way to improve emotional health - flowers. The presence of flowers triggers happy emotions heighten feelings of life satisfaction and affects social behaviour in a positive manner far beyond what is normally believed.”
People therefore grow flowers around their homes, dedicate entire parts of their living space to flower gardens, pick wildflowers, or buy flowers from florists who depend on an entire network of commercial growers and shippers to support their trade. One such effort is made by Ms. Ruth Owades which has rooted into a successful mail order flower retail company, the Calyx and Corolla. Calyx and Corolla (Here onwards refer to as C&C) is a mail order flower retail company started by Ruth Owades, a graduate of Harvard Business Scholl. The business operates through linking the consumer with Growers and, through Federal Express, growers with consumers. Owing to the perishable nature of flowers, efficient distribution is the key to flower industry. The key success of the company is
By Rajesh Naidu
Calyx and Corolla
Abstract
The present analysis of the case Calyx and Corolla, a mail order flower retail company is rather a descriptive one without leading to any conclusion and finding any causative reasons. The present case is analysed and presented in various sections encompassing the organisation and its management, the relationships with the key players – how it led to its success, its growth in terms of volumes and profits. A comparative study has been given evaluating the efficiencies of the traditional supply chain and the innovative route that has been followed by Calyx and Corolla. Economics of these supply chains have been provide wherever necessary. Strengths of the company are provided along with its completive advantages under various sections. In all it give an overlook of how an effective and innovative idea fruited into robust organisation over the years.
1. Introduction
“Nature provides people with a simple way to improve emotional health - flowers. The presence of flowers triggers happy emotions heighten feelings of life satisfaction and affects social behaviour in a positive manner far beyond what is normally believed.”
People therefore grow flowers around their homes, dedicate entire parts of their living space to flower gardens, pick wildflowers, or buy flowers from florists who depend on an entire network of commercial growers and shippers to support their trade. One such effort is made by Ms. Ruth Owades which has rooted into a successful mail order flower retail company, the Calyx and Corolla. Calyx and Corolla (Here onwards refer to as C&C) is a mail order flower retail company started by Ruth Owades, a graduate of Harvard Business Scholl. The business operates through linking the consumer with Growers and, through Federal Express, growers with consumers. Owing to the perishable nature of flowers, efficient distribution is the key to flower industry. The key success of the company is