RSM251H1 Lecture Notes - Event Segment, Loyalty Program, Vertical Integration
Document Summary
How do you define this business must consider who competitors will be when you position your product. Universities for dorm rooms, parents deciding whether or not to purchase for child. Characteristics: small office, small space, short-term tenants, end user and consumer are different. Motel market: customers are likely on a budget, convince motels that they can make a profit from buying product. Flowers go straight from grower to customer. Size of retail flower industry is billion. Ftd is their major competitor in the gift segment. Size of gift segment is . 5 billion, size of event segment is . 5 billion. Each market has a substantial market opportunity, meaning calyx & corolla could be successful if entering these markets. Four potential segments that calyx & corolla could enter: gift. Strengths: personal use, events, commercial, longevity/freshness, delivery on saturday, larger selection, consultation, management talent. Weaknesses: heavy reliance on single supplier (fedex, flowers not blossomed when received, cold weather.
