Executive Summary
Calyx and Corolla is a start-up venture company started in 1989 which demonstrated the advantages of incorporating value chain in its process. It stood out from the rest of the industry in a way where a unique delivery system was introduced where the customers received their flowers directly from the growers, a setting which is rare, cost-effective and customer conscious. The company is placed in the flowers industry and it has some serious competition in the FTD, and other retail florists. The company generates more than half of its revenues from the 3 months of the year, February, May and December while summer resembles slow business. The company has healthy relationship with its grower suppliers and its delivery partner, Federal Express. Due to high operating and marketing costs, the company seeks to improve the losses reported on its financial statements. They have been using myriad marketing strategies suck catalogs distribution, continuing programs, product mix and co-branding, etc. In addition to this, it plans a nationwide campaign that would nearly cost it $24 million to boost its sales. It would be extremely difficult to do such a campaign since its expected cash flows for the coming year is not as high. To see itself in profits, C&C should consider alternative strategies to record profits like cutting costs on catalog marketing, finding cheaper delivery options, insuring growers to maintain a good rapport and not lose them, use information systems to deduce size and type of demands in a particular geographical area and position itself aggressively there, create and appeal a brand image not only in front of women and corporates but also for general masses like professionals and executives, students, etc. It should also possess flexible pr ...