RSM251H1 Study Guide - Final Guide: Fax, Overnight Delivery
Document Summary
Company pioneered the concept of selling fresh flowers by mail. Owades and her two key associates, fran wilson and ann lee, were reassessing the firms long term growth strategy. Orders from customers were received by telephone, fax, or mail at the central office in san francisco and then sent via fax or computer to the 30 flower growers who supplied calyx and corolla. Customers thus received much fresher flowers, often fresher by as many as seven to ten days. Owades launched gardener"s eden which was then sold to williams-sonoma. Retail flower and plant sales ere almost a billion business in the united. States in 1990, having grown at a rate of 7. 7% since 1985. Often industry participants would not confine themselves to a single role. For example, most growers distributed some flowers directly to local or more distant wholesalers and retailers. A flower that a grower would sell for approximately , would cost the ultimate consumer about .
