Submitted by: Submitted by rhmvanleeuwen
Views: 521
Words: 4518
Pages: 19
Category: Business and Industry
Date Submitted: 04/18/2012 06:34 AM
Where Beauty Meets Business
Index:
I Terms of Reference 3
II Business Mission 3
III External Marketing Audit
i Macro Environment 4
ii Micro Environment 5
IV Internal Marketing Audit 7
V SWOT Analysis 9
VI Marketing Objectives 10
VII Marketing Mix Decisions 12
VIII Budget 14
IX Organization, implementation, control 15
X Bibliography 16
XI Reflective Account 17
XII Appendixes 18
I Terms of Reference
The Netherlands is the heart of the international floriculture sector. It has an intricate and high-quality network of companies, ranging from breeders and growers to sales experts and export firms, representing every aspect of the business. The Netherlands is the place where supply and demand comes together. From Europe and beyond.
FloraHolland flower auction plays a key role in the Netherlands where its position as marketplace fulfils the role of matchmaker, intermediary and knowledge centre.
FloraHolland, the world's largest auction organization on earth, processes over 12 billion flowers and plants a year. The cooperative flower auction FloraHolland offers growers and customers a network of six national and international marketplaces (Aalsmeer, Naaldwijk, Rijnsburg, Venlo, Bleiswijk and Eelde), a national intermediary organization (FloraHolland Connect) and an internationally active Import department.
FloraHolland is becoming more and more a centre of knowledge that serves the horticulture worldwide. FloraHolland is, and has been for the last fifteen years, searching in the way how it can facilitate in bringing supply and demand of this knowledge together.
The focus of this marketing plan is the service of FloraHolland in providing knowledge and support in projects that benefits the chain in the market as a whole. The main goal is to bring commercial streams to one place, from grower to buyer to consumer, and this in a way that is social responsible...