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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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 Flowers: Managing Profitable Growth This analysis focuses on Calyx Flowers‚ a subsidiary of Vermont Teddy Bear Company. It is a flower delivery service that ships fresh flowers direct from 18 growers in Florida and California. This permits Calyx & Corolla to provide fresher‚ longer-lasting flowers to consumers. This distribution channel gives them an edge over other conventional companies like 1-800-FLOWERS.COM and FTD. This also helps them to sell them at premium with 50% gross margin.
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Situation Overview: Calyx Flowers‚ a subsidiary of the Vermont Teddy Bear Company has struggled reaching its full potential despite gross margins of 50%. To improve financial performance of Calyx Flowers‚ the Marketing team has identified three action plans. 1. Increase the number of catalogs 2. Increase Mass Media Advertising 3. Increase Internet Advertising Action Overview: To solve the above problem the company should implement the strategy of “Increase in Mass Media Advertising”
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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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Decision Mr. Gilbert‚ CEO of the Vermont Teddy Bear Company is going to choose a strategy for Calyx Flowers‚ one of its subsidiaries‚ in order to reach the full financial performance. There are three possible options proposed by marketing team: ‘Increase the number of catalogs’‚ ‘Increase mass-media advertising’ and ‘Increase Internet advertising’ I strongly recommend that Calyx Flowers choose ‘Increase Internet advertising’ option. I believe this option could not only be compatible with the company’s
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attributes their customers’ value most. It appears that Calyx Flowers has positioned themselves as a premium flower retailer by establishing an average price of $80‚ not including delivery. Presumably this premium price is justified by providing superior freshness and longevity by cutting out middlemen‚ but it’s not clear they know what the customer’s willingness is to pay for these two benefits. In addition‚ their target market seems misaligned. Calyx Flowers believes the majority of their customers
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Calyx Flowers case analysis Calyx Flowers is relatively new company (under new management) in the fresh flowers market. They have pioneered the concept of selling fresh flowers by mail. During the years they established a strong relationship with Federal Express‚ their primary distributor. The main issue: How to increase the financial performance of Calyx Flowers through marketing and thus enlarging
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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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