Scenic Floral Inc.: Growing a Start-Up
商品編號：9B21M015
出版日期：2021/02/17
再版日期：2021/02/17
商品來源：
商品主題：General Management/Strategy
商品類型：Case (Field)
涵蓋議題：strategy;expansion;floral industry;Ansoff's Matrix
難易度：4 - Undergraduate/MBA
內容長度：14 頁
地域：Canada; Colombia; United States
產業：Wholesale Trade;
事件年度：2020
In May 2020, Scenic Floral Inc. (Scenic), a Beamsville, Ontario start-up that sourced fresh cut flowers from Colombian farms and the Niagara Peninsula, was aggressively looking to expand the business. The company’s Mother’s Day sales had started out very slowly in 2020 as the floral industry in Canada and worldwide began to recover from the coronavirus (COVID-19) pandemic. While a flurry of last-minute orders from Scenic’s two largest customers meant sales for the holiday had been strong overall, the company’s manager and partners knew they would have to strike a careful balance in growing their business—continuing to focus on their main customers while considering whether to expand the current product line, add retail customers, perform processing services, serve as a sub-supplier, export to the United States, or launch into e-commerce. Capacity constraints meant they might need to make trade-offs between growing the core business and appropriately timing new opportunities. With so many opportunities available, how could they maintain their existing customers while planting the seeds for growth when the timing was right?
教學手冊：8B21M015;
補充材料：