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분야
docx2. Analysis of current states – SWOT Analysis
3. Calyx & Corolla’s STP
3. How to diversify promotional methods
4. How to deal with “seasonality”
Calyx & Corolla is a well-known flower delivery company in United States. It was planned and founded by Ruth Owades who had idea of delivering natural flowers by mail in shortest possible time. She noticed that demands for fresh flowers were dramatically increasing as an opportunity. New market was emerging in which natural flowers were not anymore luxurious products, but demands of consuming them in daily lives were getting widespread. Also, potential growth of the market was expected to be great, because Americans consumed only half flowers comparing with Europeans at that time.
The company could find several important aspects of flower market by studying it profoundly. First, because of the margins which each distributers and wholesalers demanded, retailers and individual customers have to suffer high prices. Second, customers could enjoy fresh flowers only for seven days after they purchase flowers which have been fourteen days at average after they were cut. The reason is long-distance delivery caused by the distribution line including several steps. Third, 80% of orders are done by phone calls, and 75% of customers regard delivery as the most important factor. Fourth, flower market has shown relatively high degree of growth rate which was 7.7% in 1990 comparing with 1985’s. Fifth, customers are willing to pay more on more convenient and faster delivery service. As a result, Calix & Corolla pioneered new field of the industry in order to meet the customers’ needs and develop the demands.
