Calyx Corolla Their Successful Business Strategy
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Calyx & Corolla: Their Successful Business Strategy
Calyx & Corolla gained their success by delivering flowers in a way that no one else thought possible. With their suppliers and partners, Calyx & Corolla developed a system where customers order flowers directly from growers in the US and in far-away lands, like Columbia or Thailand. These flowers are delivered straight to the customers' doorstep still fresh and vital. Calyx & Corolla's key to success is its value chain.
Value Chain
The traditional value chain looks like this:
The growers and the distributors are typically located in the same region. The distributors sell to the wholesalers who, in turn, sell to flower retailers, such as florists and supermarkets. Finally, these flowers are sold to the consumer. In the traditional value chain, the consumer purchases flowers directly from the retailer by visiting the retailer's brick-and-mortar store. The consumer can order flowers by phone, but, again, the flowers are delivered from the retailer's establishment to the customer's home. Because there are so many middlemen selling to the next supplier in the chain, the same flowers are marked up continuously...