Rose Only
Rose Only
Contents
Introduction 3
Firm Vision Statement 4 Roses Only Vision statement 4 Reformulated Vision Statement 4
Mission statement 4 Roses Only Mission Statement 5 Reformulated Mission Statement 5
Internal Environmental Analysis 5 SWOT Analysis 5
External Analysis 10 Industry Attractiveness: Porter's Five Forces Model 10 Macro-Environmental Trend Analysis 12 Competitor Analysis 15 The Marketplace 17 Market Segments: 17
Target market segmentation variables 21 Target Market Segmentation 21 Segment Profile 22 Buyer Criteria/Hierarchy Analysis 22
Marketplace evaluation 24 Factors Underlying Market Attractiveness & Competitive Position 24 Industry Attractiveness 25 Positioning Options 26
Strategy and Competitive advantage 28 Roses Only Competitive advantage 28 Objectives 30 Roses Only Strategy Options 31 4 P's (Product, Price, Promotion, Place) 36
Implementation 39 Gantt Chart 40
Measuring, monitoring and adapting 41 Management 43 Adaptation 44
References/Biliography 45
Introduction
The following report has been prepared in order to understand the marketing, planning and strategy the company Roses Only has developed over the years as well as suggestions on how to improve itself. In addition, we have also worked with CEO of Roses Only Steven James to get an insight on their current marketing strategy and planning. Based on the consultation with Roses Only, we have recommended tactics and strategies which over a certain period could have the ability to achieve long-term profitable growth.
Roses Only is a florist based in Sydney and Melbourne that delivers a variety of different flower arrangements to its customers to suit any occasion. Established in 1995, Roses Only is part of the Roses Only group, a family run business, with almost 45 years’ worth of retail and floristry experience. It has now grown to become one of the most prominent and well-known names in the florist industry.
Contents
Introduction 3
Firm Vision Statement 4 Roses Only Vision statement 4 Reformulated Vision Statement 4
Mission statement 4 Roses Only Mission Statement 5 Reformulated Mission Statement 5
Internal Environmental Analysis 5 SWOT Analysis 5
External Analysis 10 Industry Attractiveness: Porter's Five Forces Model 10 Macro-Environmental Trend Analysis 12 Competitor Analysis 15 The Marketplace 17 Market Segments: 17
Target market segmentation variables 21 Target Market Segmentation 21 Segment Profile 22 Buyer Criteria/Hierarchy Analysis 22
Marketplace evaluation 24 Factors Underlying Market Attractiveness & Competitive Position 24 Industry Attractiveness 25 Positioning Options 26
Strategy and Competitive advantage 28 Roses Only Competitive advantage 28 Objectives 30 Roses Only Strategy Options 31 4 P's (Product, Price, Promotion, Place) 36
Implementation 39 Gantt Chart 40
Measuring, monitoring and adapting 41 Management 43 Adaptation 44
References/Biliography 45
Introduction
The following report has been prepared in order to understand the marketing, planning and strategy the company Roses Only has developed over the years as well as suggestions on how to improve itself. In addition, we have also worked with CEO of Roses Only Steven James to get an insight on their current marketing strategy and planning. Based on the consultation with Roses Only, we have recommended tactics and strategies which over a certain period could have the ability to achieve long-term profitable growth.
Roses Only is a florist based in Sydney and Melbourne that delivers a variety of different flower arrangements to its customers to suit any occasion. Established in 1995, Roses Only is part of the Roses Only group, a family run business, with almost 45 years’ worth of retail and floristry experience. It has now grown to become one of the most prominent and well-known names in the florist industry.
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