Calyx & Corolla Case

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Calyx & Corolla Case
Strength: Management Team
Ruth Owades- HBS graduates, CML Group former director of marketing in retail and direct mail business; successful launched “Gardener’s Eden” under Williams-Sonoma, a direct mail business focused on garden implements and accessories. Through her great understanding of direct mail flower business, she maintained great relationships with both Growers and Federal Express, including growers training and negation on deliver method such as online-tracking system and policies about never left the flowers outside customer’s door. Fran Wilson-VP Operations HBS graduates, employee of Williams-Sonoma; he created the unique crucial systems. Wilson was also responsible for customer orders and service, day to day communications with growers, systems development and management, and finance and accounting. Ann Hayes Lee-VP Marketing Creative director & catalog seller of home goods and apparel with Roger Horchow Company. She conducted market research on customers who purchased from C&C from 2 times to 10 times a year. She also market flowers to corporate clients and succeed in promotional tie-ins, and developed promotional programs. Based on those above, she found opportunities with upscale retailers Strength: Market & Concept

This is a unique concept of selling fresh flowers by mail in a $9 billion retail flower and plant sales with a rate of 7.7% growth in the U.S. This concept also gains competitive advantages through efficient distribution, which was key to the flower industry. C&C could deliver roses to consumer within one to two days and deliver anthuriums within three to four days while their major competitor FTD often took one to two weeks for roses and two to three weeks for anthuriums.

Weakness: Start-up vs. Industry Giants
FTD: It was a member-owned, worldwide cooperative of 25,000 florists. Its sales achieved over $700 million with approximately $49 million revenue. FTD also spent over $24...
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