AGRI-BUSINESS MANAGEMENT ASSIGNMENT I CASE ANALYSIS CALYX AND COROLLA Submitted to: Submitted by INSTITUTE OF RURAL MANAGEMENT ANAND INTRODUCTION Calyx and Corolla (C&C) is a company started by a entrepreneur‚ Ruth‚ M. Owades in 1988 which delivers flowers to the end customers using the courier service provided by Fed ex. Customers are provided with an option to order fresh flower and bouquets from a four-color catalogue by placing an order to the company‚ which also shows floral
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Calyx & Corolla 1) What is the gap in market structure for Calyx and Corolla’s business model? The traditional distribution chain for the fresh flower market is: grower‚ distributor‚ wholesaler‚ retailer and finally the consumer. As a result of the number of participants in this structure‚ a flower may be as much as seven to ten days old before it is available for sale in a retail store. Additionally‚ the industry participants do not confine themselves to a single role. For example‚ most growers
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the fresh flower market‚ there are three primary segments: (1) flowers for regular décor‚ (2) flowers for special occasions‚ and (3) flowers for last minute gifts. Each segment differs with regard to the amount of planning before purchase‚ the quality of flowers required‚ and level of service required to cater to the respective market. Calyx & Corolla‚ with its exclusive contracts with thirty quality flower suppliers and delivery with FedEx‚ is uniquely positioned to cater to “flowers for regular
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Management Master of Science in Management CALYX & COROLLA Study Case for Practical Session October – 2012 Background history Calyx & Corolla is a company that sells fresh flowers by mail‚ which was founded in 1988 by Ruth Owades. She had 18 investors who had provided her $2 million in capital to launch the company. By 1990‚ they raised $10 million in sales. The major point of success behind the company was that they have changed the way of flower distribution by directly linking the customer
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Calyx & Corolla Case Report Introduction Calyx & Corolla was a new entrant into the $8 billion flower industry in the United States in 1991. Through the use of overnight air freight (Fed Ex)‚ information technology‚ an 800 number‚ and a catalog‚ Calyx & Corolla was able to bypass three layers of distribution and provide fresh flowers directly from growers to consumers. As a result of their efficient distribution system‚ Calyx and Corolla changed the way flowers were distributed to consumers
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Minnesota test market? 1. Mail order flower business. First company to relay customers orders directly to the florist suppliers so flowers were much fresher than those of competitors. Similar price to retailers. Don’t do any of their own production. Reverses the typical distribution channels of producer to local distrbutor to retailer. Calyx & Corolla linked consumers and growers directly via Federal Express. Reduced substantially the amount of time it took for flowers to be delivered. Owades wanted
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Calyx & Corolla formula 1. What are the strengths and weaknesses of the Calyx & Corolla formula? Strengths ●Through working closely with the supplier or grower Calyx & Corolla provides a much fresher product to the customer than their competitors. Through Federal Express Calyx & Corolla have an excellent relationship with the growers. Calyx & Corolla uses 30 quality growers to supply their flowers. The top eight of these growers supply close to 80% of their
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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
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Calyx & Corolla Marketing Case Study Background Calyx & Corolla has pioneered the use of express shipping to deliver a highly perishable and fragile product. Through effective marketing and high level of service (both to the customer and with the product)‚ the company has positioned itself as an affordable alternative to the traditional wire service (FTD) and local flower shop. However‚ the competition is well entrenched‚ as are the habits of the traditional consumer‚ who do not necessarily
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Calyx and Corolla: Case Study Write-up Prepared by: Group 3 Brendon Jordan Krystal Juren Matt Leslie Andreas Rudin University of Florida Gainesville Executive Summary Tivo’s new consumer electronics product has the potential to revolutionalize media consumption habits and the structure of the television industry. The key challenges include: (i) how to improve the value of the product in terms of the benefit to cost ratio and (ii) how to increase awareness of the brand as well
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