Calyx and Corolla

1. COMPETITORS

The floral industry is a nine billion dollar market and has been growing at 7.7% since 1995.

The market consists of;

Outlets Stores % of market

Florist 29 000 59%

Supermarkets 12 545 18%

Other ---------- 23%

Florists hold the largest percent of the floral market with 59 percent. Supermarkets are also increasingly becoming serious competitors holding 18 percent of the market. These two major competitors do however have their advantages and disadvantages.

Floral Market

The advantages of florists selling flowers

• Easily accessible

• Customers can see the flowers in person

The disadvantages of florists selling flowers

• Longer distribution process from the grower to the florist

• Rent costs

Supermarkets;

The advantages of supermarkets selling flowers

• Cheaper distribution process

• Cheaper for consumers to buy

• Spontaneous purchases

The disadvantages of supermarkets selling flowers

• Employees lack specialized floral knowledge and expertise

• Lack of service is purchasing the right flowers