Marketing Strategy: King Louis Flowers and Plants
I. EXECUTIVE SUMMARY
King Louis Flowers & Plants, Inc. is a company which grows, supplies, and sells different flowers and plants around the country. The company is considered the market leader in the industry with 60 to 70 percent of the market share because of it being a large supplier all over the Philippines and are the biggest producers of cut flowers; though in the retail business, because of the competitors, King Louis owns only 20 percent of the market shares.
To start the marketing plan, its current primary markets, wholesale flower shops, retail flowers shops, institutions, provincial flower shops, and those for flowering pot plants, as well as its secondary market, event planners, will be expanded through the different opportunities found for the brand. These opportunities are to get in the online marketing industry for people who may place a customized order online and have it arranged by King Louis, and to take part in exclusive tie-ups not just with event companies/planners but also in hospitals, hotels, and funeral chapels. With these, the company will be able to increase their sales and profit as well as its brand loyalty from consumers integrated with an increased awareness of the brand. Though there may be weaknesses and threats to the brand, these can be managed once the strengths such as Baguio’s cool weather producing beautifully bloomed flowers, large flower farms in places strategically located, and the company’s imported flowers are penetrated into the market. The company’s current marketing strategies such as to make the best use of and meet the market demand for each product though keeping close attention to market trends and absorptive capacity for each as well as tailoring the production volume to its estimated demand, word of mouth, and publicity through media will be kept for the new marketing plan and will be added by subtle advertising, PR, and sales promotions and campaigns.
The goal of the company is to become the
King Louis Flowers & Plants, Inc. is a company which grows, supplies, and sells different flowers and plants around the country. The company is considered the market leader in the industry with 60 to 70 percent of the market share because of it being a large supplier all over the Philippines and are the biggest producers of cut flowers; though in the retail business, because of the competitors, King Louis owns only 20 percent of the market shares.
To start the marketing plan, its current primary markets, wholesale flower shops, retail flowers shops, institutions, provincial flower shops, and those for flowering pot plants, as well as its secondary market, event planners, will be expanded through the different opportunities found for the brand. These opportunities are to get in the online marketing industry for people who may place a customized order online and have it arranged by King Louis, and to take part in exclusive tie-ups not just with event companies/planners but also in hospitals, hotels, and funeral chapels. With these, the company will be able to increase their sales and profit as well as its brand loyalty from consumers integrated with an increased awareness of the brand. Though there may be weaknesses and threats to the brand, these can be managed once the strengths such as Baguio’s cool weather producing beautifully bloomed flowers, large flower farms in places strategically located, and the company’s imported flowers are penetrated into the market. The company’s current marketing strategies such as to make the best use of and meet the market demand for each product though keeping close attention to market trends and absorptive capacity for each as well as tailoring the production volume to its estimated demand, word of mouth, and publicity through media will be kept for the new marketing plan and will be added by subtle advertising, PR, and sales promotions and campaigns.
The goal of the company is to become the