A Case Analysis of Calyx and Corolla

Calyx and Corolla's case study This analysis focuses on a case study of a mail-order flower company Calyx & Corolla. Calyx & Corolla is a relatively new company that uses a different distribution channel than the traditional company to produce flowers. Calyx & Corolla sends flowers directly from producers to customers via FedEx, eliminating brokers (Appendix A). This allows Calyx & Corolla to offer fresh, long lasting flowers to consumers. The management team of Calyx & Corolla is examining the ability to compete with more traditional stores such as retailer florists and telegraph service, so we are considering changing long-term business strategy.

Customer career and information is important for Calyx and Corolla to transform into a more intimate company. Calyx and Corolla need this information to customize products or services based on existing and potential customers' needs. Having a good database management team and system helps Calyx and Corolla complete successful steps for further steps. Business customers are very important every 1 dollar spending. By offsetting enough business customers, you can offset off-peak sales. Commercial customers become more predictable with special consideration. Because Calyx and Corolla need to establish long-term relationships with them to ensure stable sales, corporate customer team is important to ensure long-term growth.

To expedite the business quickly, Calyx and Corolla needed to establish an official marketing department within the organization to handle all aspects of marketing (not just direct sales). Through our in-house marketing team, Calyx and Corolla will become more aggressive in the market and will be able to respond more quickly to any changes that occur in the market. Calyx and Corolla provide customers with a trip to cultivate flowers to enhance customer confidence in flower quality. Calyx and Corolla can also offer training programs in direct stores such as how to save flowers and how to use flowers for decoration. This also allows customers to enter the store directly and customers are exposed to new products that Calyx and Corolla may offer. So it will create duplicate purchase

Women between the ages of 30 and 35 account for 85% of Calyx and Corolla customers with more disposable incomes. Calyx and Corolla regard active customers as customers who purchase at least twice a year. As the market develops, CC needs to investigate new target markets such as deadlines and planners who are planned to plan. Compared to traditional FTD retailers, CC is positioned as a slightly upscale flower supplier. Flower & amp; Corolla targets more planned purchases, whether for personal accounts or corporate accounts. Positioning price is reasonable, but due to additional maintenance and service of the product and customer, it will be a slightly higher price than the retailer.