Calyx & Corolla Report
Problem Statement
Calyx & Corolla, as a company, has enjoyed considerable success since its humble beginnings in 1988. As we move forward, our goal is to solidify our presence in the flower market by evolving our current business model. By examining our current marketing techniques and market environment, our aim is to develop a new and successful business approach which will ensure long-term financial growth and stability. Our foundation on the creativity of Ruth Owades has set us apart from traditional retailers, and our greatest asset has been our ability to be there for our clients for the simple and meaningful moments in their lives. Our long-term prosperity will entail engaging in a new and different marketing campaign, which will takes us a long way in ensuring that Calyx & Corolla become synonymous with those special moments.
Consumer and Demand Analysis
Fresh flowers are purchased for a variety of reasons. The majority of purchases have traditionally been for special days such as Valentine 's Day, Mother 's Day and birthdays. Whatever the reason for buying fresh flowers, the consumer considers a number of variables before making a choice. The most important of these variables are price, the freshness and quality of the flowers, and in the case of Calyx & Corolla, the delivery period. Achieving the best balance of these variables is key to being successful in our business. To understand where the best balance lies, we must look closely at the preferences and actions of our consumers. The success of our company can be attributed to one key factor. Up until 1988, the freshest flowers that most consumers could purchase would be in a local florist or retail store, which generally offers flowers between one and three weeks old. By their very nature, flowers begin to decrease sharply in quality once they have been cut. Owades understood that should she be able to offer the consumer flowers that were much fresher, she would be entering a lucrative market
Calyx & Corolla, as a company, has enjoyed considerable success since its humble beginnings in 1988. As we move forward, our goal is to solidify our presence in the flower market by evolving our current business model. By examining our current marketing techniques and market environment, our aim is to develop a new and successful business approach which will ensure long-term financial growth and stability. Our foundation on the creativity of Ruth Owades has set us apart from traditional retailers, and our greatest asset has been our ability to be there for our clients for the simple and meaningful moments in their lives. Our long-term prosperity will entail engaging in a new and different marketing campaign, which will takes us a long way in ensuring that Calyx & Corolla become synonymous with those special moments.
Consumer and Demand Analysis
Fresh flowers are purchased for a variety of reasons. The majority of purchases have traditionally been for special days such as Valentine 's Day, Mother 's Day and birthdays. Whatever the reason for buying fresh flowers, the consumer considers a number of variables before making a choice. The most important of these variables are price, the freshness and quality of the flowers, and in the case of Calyx & Corolla, the delivery period. Achieving the best balance of these variables is key to being successful in our business. To understand where the best balance lies, we must look closely at the preferences and actions of our consumers. The success of our company can be attributed to one key factor. Up until 1988, the freshest flowers that most consumers could purchase would be in a local florist or retail store, which generally offers flowers between one and three weeks old. By their very nature, flowers begin to decrease sharply in quality once they have been cut. Owades understood that should she be able to offer the consumer flowers that were much fresher, she would be entering a lucrative market