FTD provided a service by allowing customer who desired to purchase flowers for someone in another location to conveniently use a local florist to make that purchase without a need to find a florist in another location. FTD positioned itself to target customers in a wide cross section of households with incomes greater than $35,000.
Member florists take orders from local customers for delivery by member florists elsewhere. Nurseries, mail order companies (seed companies) and other retailers accounted for the remaining 23%.įTD is a member owned co-operative of 25,000 florists. If all four sets of appendages are present, the two outer sets are sterile. These appendages are actually modified leaves (the flower is a modified branch). Twenty five thousand retail florists have 59% of the market ($5.31 billion) and supermarkets have about 18% of the market ($1.6 billion). A flower is a specialized reproductive shoot consisting of an axis bearing a maximum of four sets of ‘appendages’: sepals, petals, stamens, and carpels. 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. The market landscape is broken into three areas. Calyx & Corolla Case Report Introduction Calyx & Corolla was a new entrant into the 8 billion flower industry in the United States in 1991. The industry has grown at a rate of 7.7% since 1985. The retail plant and flower industry in the U.S. Calyx longer, 4-5 mm long, entirely concealing the corolla until a late stage in bud, ovoid or ellipsoid and either entirely closed or with only a minute aperture at the apex. The developing corolla projects from the already open calyx from an early stage in bud.
To accomplish this objective, Calyx must determine whether it can effectively target potential buyers who patronize florists and other retailers versus mail order. All sepals calyx All petals corolla All sepals and petals together perianth If you can’t tell between sepals and petals, use the term tepals (e.g. Calyx short and cupular usually 1-2-5 mm long, truncate or shortly dentate. Calyx needs to determine what actions it should take to make a profit and grow its business.Ĭalyx's objective is to position and market its flower business to fully utilize its competitive advantage to reach its profit and growth potential. How could Calyx attract the largest group of potential buyers who patronized florists or other retailers and were not accustomed to buying by mail order. Calyx & Corolla (Calyx) needs to determine whether it should change its current strategy and positioning as a mail order operation to compete more directly against more traditional outlets, such as florists, and wire services, such as FTD.
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