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A Case Analysis of Calyx and Corolla. A Case Analysis of Calyx and Corolla
This analysis focuses on the case study of Calyx & Corolla ...
... & Corolla This is a summary of the Calyx & Corolla ... on the “internal” perspective
from which the case is written ... be able to use the company analysis to help ...
... functions in the marketing channel of distribution that Calyx & Corolla is a ... class
member should refer to the Guidance and Instructions for Case Analysis.
Calyx and Corolla. A Case Analysis of Calyx and Corolla This analysis focuses on
the case study of Calyx & Corolla, a mail order flower company. ...
kfc. Blossoming Profits through Superior Marketing: A Case Analysis of Calyx & Corolla
This analysis focuses on the case study of Calyx & Corolla, a mail order ...
Submitted by adamm4@wfuedu on October 16, 2007
Category: Business
Words: 4633 | Pages: 19
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A Case Analysis of Calyx and Corolla
This analysis focuses on the case study of Calyx & Corolla, a mail order flower company.
Calyx & Corolla is a relatively new company that utilizes a different distribution channel than conventional companies for fresh flowers. Calyx & Corolla mails flowers direct from the growers to the customers via Federal Express and eliminates the middleman (Appendix A). This permits Calyx & Corolla to provide fresher, longer-lasting flowers to consumers. The management of Calyx & Corolla is contemplating a change in their long-term business strategy as they examine their ability to compete with more traditional outlets such as retail flower shops and wire services like FTD. Ruth Owades, the founder of Calyx & Corolla, has hired Marketing Consultants (MarCo) to assess the strengths and weaknesses of her business and make recommendations on how her company can fully develop their mail order concept.
Background:
Calyx & Corolla is a small mail order flower company that was founded in 1988 by Ruth
Owades. Ms. Owades secured $2 million in capital from approximately 18 different investors in order to launch the company. By 1991, Calyx & Corolla exceeded $10 million in annual sales and Owades and her associates were reassessing the firm\'s long-term growth strategy (Wylie and Salmon, 1991). Up to this point, Calyx & Corolla was primarily a mail order company, but management is now considering expanding their market and is unsure of how they should proceed. Recently, a well-financed venture capital-backed start-up failed and Calyx & Corolla acquired some of its assets. Another unproven competitor recently entered the market, financed by a large Japanese conglomerate.
The company\'s success is primarily due to a few key employees. Ruth Owades plays a
major part in the selection and pricing of flowers and other merchandise that appears in the catalog. Fran...
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