[서강대 경영정보시스템]칼릭스&코롤라 Calyx&Corolla case 분석

소개글

[서강대 경영정보시스템]칼릭스&코롤라 Calyx&Corolla case 분석에 대한 보고서 자료입니다.

목차

1. Calyx & Corolla SWOT Analysis
1. Strength
2. Weakness
3. Opportunity
4. Threats

2. Calyx & Corolla STP
Ⅰ. Segmentation
Ⅱ. Targeting
Ⅲ. Positioning

3. Changes in current strategy and positioning to maintain sustainability
4. 4P strategy

본문내용

1. Calyx & Corolla SWOT Analysis
1. Strength
1) Rapidly Improving business performance: Calyx and Corolla’s business performance had rapidly increased for 4years (Confer appendix1). This alludes to the Calyx and Corolla’s sound financial status in the future and business model is credibly profitable.
2) Value-delivery network: Calyx and Corolla established critical relationship with both 30 qualified growers and Federal express. The envision of table with three legs, company, growers and Fedex, helped to create strongest partnership enough to distribute fresh flowers with time sensitivity.
3) Well-experienced executives: When Calyx & Corolla was newly founded three executives, Ruth Owades who is the founder of the company, Ann Hayes Lee, and Fran Wilson were not freshmen in those flower industries. Owades, the founder of Calyx & Corolla, was actually an experienced in mail order business. Graduating Harvard Business School, Joining CML Group as director of marketing, she was already fully prepared for the new industry.

키워드

칼릭스,   코롤라,   calyx,   corolla,   4p,   SCM,   CRM,   STP