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In order for Calyx and Corolla to exceed in the long run CC needs to change its company structure to be more competitive in the fresh flower market BECAUSE the expected growth rate for the market is 77 CC will need to find a way to differentiate their selves from the competition CC needs to understand more about the consumer buying behavior of flower buying in order to further compete CC can achieve this by 1 Creating new departmentssystems to track purchases and trends CRM databases 2 Also CC can work with its California and Florida growers in Research and Development to come up with new ways to grow and ship flowers to ensure the quality isnt sacrificed during inclement whether Calyx and Corollas Business Flowers traditionally are shipped the following Grower Distributors located in growing regions geographically dispersed wholesalers florists supermarkets and other retail outlets CC has cut the process in half their business model connects growers to buyers directly Calyx and Corolla sell fresh flowers by mail using reliable carrier like FedEx to deliver flowers to consumers This relationship between growers and FedEx is very important because they are the ones who are key to CC niche as having quality flowers with reliable delivery Calyx and Corollas Product Lines Calyx and Corolla offers variety of flowers products to consumers Its product lines include fresh and dried flowers bouquets selection of plants eg Bonsai vases and also special product such as its continuity programs CCs Customers Women ages 30-35 make up 85 of Calyx and Corolla customers who have more disposable income Calyx and Corolla views its active customers as those who buy at least 2 times a year As the market grows CC will need to examine new target markets such as males who are pressed for time and who are savvy enough to plan an arrangement Positioning Targeting Product Differentiation
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