Calyx & Corolla Case Solution

Case Solution

Describes a completely new entry to the $8 billion flower industry inside the US. Mixing using overnight air freight (Federal Express), it, an 800 number, together with a catalog, Calyx & Corolla was changing the means by which flowers had typically been distributed, missing three layers of distribution, and delivering very flowers in the maqui berry farmers to clients. Frames the problem of techniques this start-up venture should grow.

Excel Calculations

Questions Covered

1. What are the strengths and weaknesses of the Calyx & Corolla formula?

2. Why has Calyx & Corolla been successful?

3. What are the potential sources of channel conflict in the Calyx & Corolla system?

4. What steps should Ms. Owades and her associates take next to more fully develop Calyx

& Corolla?

5. How would you determine the life-time value of a customer?

6. Visit their web-site. How has this helped Calyx & Corolla?

7. What is the value of a C&C customer using their current direct marketing approach?

8. Should C&C use a TV ad approach to acquire new customers?

9. Is Calyx’s system only a system for gifts? What markets are being missed?