Rose Only

Contents
Introduction 3
Firm Vision Statement 4 Roses Only Vision statement 4 Reformulated Vision Statement 4
Mission statement 4 Roses Only Mission Statement 5 Reformulated Mission Statement 5
Internal Environmental Analysis 5 SWOT Analysis 5
External Analysis 10 Industry Attractiveness: Porter's Five Forces Model 10 Macro-Environmental Trend Analysis 12 Competitor Analysis 15 The Marketplace 17 Market Segments: 17
Target market segmentation variables 21 Target Market Segmentation 21 Segment Profile 22 Buyer Criteria/Hierarchy Analysis 22
Marketplace evaluation 24 Factors Underlying Market Attractiveness & Competitive Position 24 Industry Attractiveness 25 Positioning Options 26
Those years of experience as a flower retailer lead this entrepreneur to know exactly how the flower industry works and what customers want and need.
Through those years of experience, James Steven did realize that ‘Roses’ were the easiest name of flower people can remember and purchase most of the time. This knowledge has been used effectively and the company mainly focuses on Roses and quality products.

* A distinctive competence in inbound logistics
In the inbound logistics, the retailer first purchases the product from the manufacturer before selling it to the end-users.
Flowers being a perishable product, it is a challenge to preserve the quality and deliver it to customers due to its fragility aspect.
However, by implementing Macquarie Telecom’s Managed Hosting Services platform, Roses Only is successful in being a leading online floral retailer in Australia (Arnott, 2012). This logistic has provided not only quality but trust and reliability among its customers. A relationship has been developed in which there is a genuine mutual care for the business’ processes. In particular during high peak demand periods (i.e. Valentines Day), Macquarie Telecom has worked hard in ensuring that systems and servers do not crash and are able to handle the demand orders. Indeed, the company is