Case Study on C&C

Case analysis #1　Calyx & Corolla

When first seen the name Calyx & Corolla, we thought it would be a food producing company or a brand of clothing. Surprisingly, it turns out to be the brand name a of flower company which is so poetic and beautiful. It created a new distribution way in the flower industry and also a new way of purchasing flowers, the mail-order way. We are impressed by the strong relationships established among the growers, Calyx & Corolla, and FedEx which is the main factor that ensures the freshness and longevity of CC’s flower we think. So here we want to focus on their unique distribution channel that facilitates the relationship. What’s more, we think that is the core competency that will help CC gain sustainable competitive advantage in future development.

First thing first is to position CC itself in the market. We think CC should always be aware that it is a flower company with special mail-order service instead of positioning itself just a mail-order company, otherwise the initiatives of creating the name Calyx & Corolla would be disregarded which is bad for brand building. In fact, mail order is getting more and more popular these due to the convenience and with more advanced logistic management tactics, it is not an inimitable service anymore. But what CC differentiates from others is their high quality guaranteed bouquet packaging and freshness ensured delivery. So that’s the core reason that CC should position itself a flower company with best delivery service.

Next we’d like to talk about the differences between the traditional distribution channel and the Calyx and Corolla’s distribution channel.

For the traditional distribution channel, we will segment the market into 3 parts.

First is the florist. Florists are the main selling source of flowers and it covers the largest percentage of the market. For those florists, they usually order the flowers from the distributors, distributors do not grow flowers...