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Lauren Floral Ltd CMA

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Lauren Floral Ltd CMA
Lauren Floral
Ltd

Strategic Plan:
Lauren Floral Ltd.
- Robert Stevenson

Lauren Floral Ltd

Agenda
1.
2.
3.
4.
5.
6.

The Challenge
Issues & Opportunities
Options &
Recommendation
Financial Assessment
Risks to Success
Implementation Strategy

Lauren Floral Ltd

The Challenge
Mission: Lauren Floral Limited (LFL) will grow and distribute premium quality roses that will bring vibrant colour, sweet fragrance, and cheer to people, whether purchased as gifts, for special occasions, or for everyday pleasure. LFL will be a responsible corporate citizen in its interactions with customers, suppliers, the environment, and the surrounding community.
Mandate: Expand operations to sustain the livelihood of three families.

Lauren Floral Ltd

Opportunities for Expansion
› Purchase

a nearby vegetable greenhouse › Double the size of current operations and change crops
› Open a country florist and garden centre

Lauren Floral Ltd

Recommendation
› Purchase

a nearby vegetable greenhouse
› Convert to tomatoes
› Diversify the floral capacity Target
Salaries:
3 families

$170,000

Outcome
$X

Lauren Floral Ltd

The Main Issues…
› Declining

prices, rising costs, profit

squeeze!
› economies of scale -commodity business
› Single product focus
› Flat market sector, intense competition
› Staff retention
› Advanced knowledge and skills required

Lauren Floral Ltd

Ontario Floriculture Exports

Lauren Floral Ltd

Greenhouse Vegetables

Lauren Floral Ltd

However, There’s a Rainbow!
› More

profitable product categories with greater growth opportunities
› Proximity to large markets in Canada and
North Eastern US
› New consumer trends showing benefit of flowers, gardening and fresh vegetables

Lauren Floral Ltd

› Relationship

with florists
› Availability of government programs to support agriculture
› Family “equity” and succession planning
› Good existing infrastructure

Lauren Floral Ltd

“Sales trends document the
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