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Calyx And Corolla Case

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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.

Strengths and Weaknesses
I. Strengths
A. Good niche and mission. Calyx and Corolla filled a consumer need. Consumers wanted very fresh and long lasting flowers and the company delivered it. Efficient distribution was the key to flower …show more content…

B. Implementation
Send out catalogs to these types of companies and follow up with phone calls and meetings. Calyx and Corolla should research to find out who is responsible for ordering the flowers at these companies and address the catalogs and calls to that person/people. In addition, have meetings with the person/people in charge. These methods will not only add a personalized touch, but more likely to encourage sales because the person will be able to make decisions for the companies instantly.

II. Target group with the highest percentage of after tax disposable income, which is 30+ year olds, especially mothers.
A. Description
This group tends to have children. Since they spend the majority of their time caring for their kids, they will have less time to work in their gardens. However, mothers still enjoy fresh flowers. Fresh flowers helps relaxes them after a hard day of caring for their children. Fresh flowers is good for the children because it exposes them to allergens and helps kids develop better immune systems to prevent allergies later on in life. Flowers also give off oxygen which people need to live. In addition, mothers will appreciate the flowers that Calyx and Corolla has to offer because the flowers will make them feel special and bring them longer lasting joy.

B. Implementation
Advertise on home and garden television shows and magazines and

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