Paper Topic:

MARKETING Case study

Running Head : Case Study of Calyx Corolla

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Date Case Study of Calyx Corolla

Calyx and Corolla is a company that can be considered a big success . It is a company that has beaten competition and has managed to curve their way into huge profits . Located in spacious offices in San Francisco gives the company added advantage as they have a centralized decision making unit . The company deals with the delivery of flowers from growers to customers by mail . This was a new invention that

contributed much to the success of the company . The simplicity of their model of business was the role they played in the flowers transaction . The company only acted as a facilitator to enable growers reach customers directly

The report is an analysis of the various marketing strategies employed by the company in the course of their business and how those strategies worked . It is an evaluation of exactly how the 4Ps and 3Cs approaches were employed . It is also an evaluation of the strategies employed by the company to attract and retain customers in an otherwise flooded flower market . The ends with some recommendations on the future of the company particularly how to formulate a strategy to accommodate the expanded business . The presents the options available for the company and the capacity each option has to the company

The 4Ps model simply is a marketing strategy that strikes a balance between products , price , promotion and the place in which the business is located . On the other end the 3Cs model provide customers with choice , convenience and control to enable them enjoy the company 's products or services . Finding the right balance between all the above factors constitutes on effective marketing strategy . The companies that have managed to find this balance have managed to penetrate tight markets while competitors stagnate . A powerful marketing plan not only gains a larger share but it also gains loyalty of customers (Baker 2003

Products are the basic units that form a company 's basis for operation The products that a company produces have to be needed by the customers If companies produce unnecessary goods , they would not have the means of recovering the costs involved . As entrepreneurs evaluate the businesses to engage in , they should do so based on market information . The Calyx and Corolla Company had gathered enough market data and identified customer trends . The product they chose to deal with , flowers , was one needed by customers . The company had also identified who their target segments were . In dealing with a product that expressed peoples emotions , the company managed to draw huge customer base (Baker , 2003

A product can be released that customers need . But it is not until the awareness is raised that customers would gain interest in it and evaluate it with others in the market . Promotions are therefore necessary and should be targeted at the customer base the company has identified . Promotions should be centered on customer satisfaction rather than product...

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