Harvard Case - Scenic Floral: Go North Young Man?
"Scenic Floral: Go North Young Man?" Harvard business case study is written by Laurie George Busuttil, Susan Van Weelden, Emma VanderPloeg. It deals with the challenges in the field of Strategy. The case study is 7 page(s) long and it was first published on : Dec 8, 2021
At Fern Fort University, we recommend Scenic Floral pursue a strategic expansion into Canada, focusing on the Ontario market as a first step. This expansion should leverage Scenic Floral's existing strengths in product differentiation, customer service, and online marketing, while adapting to the unique Canadian market dynamics. The expansion strategy should prioritize building a strong brand presence, establishing strategic partnerships, and leveraging digital marketing channels to achieve sustainable growth.
2. Background
Scenic Floral is a successful family-owned flower business operating in the US. They are known for their high-quality, locally-sourced flowers and exceptional customer service. The company is facing stagnant growth in its current market and is looking to expand geographically. The case study focuses on the potential of expanding into Canada, specifically the Ontario market. The main protagonists are Michael, the owner, and his son, David, who is eager to explore new growth opportunities.
3. Analysis of the Case Study
External Analysis:
- PESTEL Analysis: Canada presents a favorable environment for Scenic Floral. The country has a stable political climate, a strong economy, and a growing demand for premium floral products. However, the Canadian market also faces challenges like seasonal weather fluctuations and regulatory complexities.
- Porter's Five Forces: The Canadian floral industry is characterized by moderate competition, with a mix of large national chains and smaller independent florists. The threat of new entrants is moderate, while the bargaining power of buyers and suppliers is relatively low.
- Industry Analysis: The Canadian floral market is experiencing a shift towards online ordering and delivery, driven by consumer convenience and changing lifestyles. This presents both opportunities and challenges for Scenic Floral.
Internal Analysis:
- SWOT Analysis: Scenic Floral possesses several strengths, including strong brand recognition, a loyal customer base, and a skilled workforce. However, the company faces challenges like limited financial resources and a lack of experience in the Canadian market.
- Value Chain Analysis: Scenic Floral's value chain is characterized by strong sourcing and product development capabilities, coupled with a focus on customer service and online marketing. The company can leverage these strengths to build a competitive advantage in Canada.
- Core Competencies: Scenic Floral's core competencies include product differentiation, customer service, and online marketing. These competencies can be leveraged to achieve success in the Canadian market.
Strategic Options:
- Market Penetration: Focus on increasing market share in the existing US market.
- Market Development: Expand into new geographic markets, such as Canada.
- Product Development: Introduce new product lines or services to cater to specific customer needs.
- Diversification: Enter into new, unrelated businesses.
Analysis of Options:
- Market Penetration: While a viable option, it may not offer significant growth potential due to market saturation.
- Product Development: This option requires significant investment and may not be feasible given Scenic Floral's limited resources.
- Diversification: This option carries high risk and may not be aligned with Scenic Floral's core competencies.
Recommendation:
Based on the analysis, Market Development through expansion into Canada presents the most attractive opportunity for Scenic Floral. This strategy allows the company to leverage its existing strengths and capitalize on the growing Canadian market.
4. Recommendations
Phase 1: Market Entry and Brand Building (Year 1)
- Focus on Ontario: Target the Ontario market due to its large population, economic growth, and proximity to Scenic Floral's existing operations.
- Strategic Partnerships: Collaborate with local Canadian florists to establish a distribution network and gain market insights.
- Online Marketing: Develop a strong online presence through a dedicated Canadian website, social media marketing, and search engine optimization.
- Product Differentiation: Offer a curated selection of locally-sourced Canadian flowers, along with unique floral arrangements and gift baskets tailored to Canadian preferences.
- Customer Service Excellence: Maintain Scenic Floral's high standards of customer service, adapting to Canadian cultural nuances and preferences.
Phase 2: Expansion and Growth (Year 2 onwards)
- Expand to Other Provinces: Gradually expand operations to other Canadian provinces with high growth potential.
- Vertical Integration: Consider establishing a local flower farm in Canada to ensure reliable supply and enhance product differentiation.
- Strategic Alliances: Explore partnerships with Canadian retailers, event planners, and other businesses to increase brand visibility and access new customer segments.
- Digital Transformation: Invest in technology and analytics to optimize online operations, personalize customer experiences, and streamline supply chain management.
5. Basis of Recommendations
The recommendations are based on a thorough analysis of the external and internal environments, considering:
- Core Competencies: The recommendations leverage Scenic Floral's core competencies in product differentiation, customer service, and online marketing.
- External Customers: The recommendations focus on meeting the needs of Canadian customers through tailored products and services.
- Competitors: The recommendations aim to differentiate Scenic Floral from competitors through a unique value proposition and a strong brand identity.
- Attractiveness: The expansion into Canada presents a significant growth opportunity with a large market size, increasing demand for premium floral products, and a favorable regulatory environment.
6. Conclusion
Expanding into Canada presents a significant opportunity for Scenic Floral to achieve sustainable growth. By leveraging its existing strengths, adapting to the unique Canadian market dynamics, and embracing a strategic approach, Scenic Floral can establish a strong presence in the Canadian market and achieve long-term success.
7. Discussion
Alternative Options:
- Acquisition: Acquiring an existing Canadian florist could provide immediate market access and established customer relationships. However, this option carries significant financial risk and may not be feasible given Scenic Floral's limited resources.
- Joint Venture: Partnering with a Canadian company could provide access to local expertise and resources. However, managing a joint venture can be complex and requires careful consideration of ownership structure and decision-making processes.
Risks and Key Assumptions:
- Competition: The Canadian floral market is competitive, and Scenic Floral needs to differentiate itself to attract customers.
- Regulatory Environment: Navigating Canadian regulations related to imports, licensing, and environmental sustainability can be challenging.
- Cultural Differences: Understanding Canadian cultural nuances and preferences is essential for successful marketing and customer service.
Options Grid:
| Option | Advantages | Disadvantages | Feasibility | Risk |
|---|---|---|---|---|
| Market Development (Canada) | High growth potential, leverage existing strengths | Requires significant investment, market entry challenges | Moderate | Moderate |
| Acquisition | Immediate market access, established customer base | High financial risk, integration challenges | Low | High |
| Joint Venture | Access to local expertise, shared resources | Complexity of managing partnership, potential for conflicts | Moderate | Moderate |
8. Next Steps
Timeline:
- Year 1: Conduct market research, develop a detailed business plan, establish partnerships, and launch online operations in Ontario.
- Year 2: Expand to other Canadian provinces, consider vertical integration, and explore strategic alliances.
- Year 3 onwards: Consolidate operations, optimize processes, and continue to invest in digital transformation and brand building.
Key Milestones:
- Q1 2024: Complete market research and develop a detailed business plan for Canadian expansion.
- Q2 2024: Secure funding and establish partnerships with Canadian florists.
- Q3 2024: Launch online operations in Ontario and begin marketing efforts.
- Q4 2024: Evaluate initial market performance and adjust strategies as needed.
By taking a strategic approach and carefully managing the expansion process, Scenic Floral can successfully enter the Canadian market, achieve sustainable growth, and solidify its position as a leading provider of premium floral products.
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Case Description
Ben Van Weelden, Manager of Scenic Floral, was considering providing direct-to-door delivery to Northern Ontario stores for its main customer, Metro Inc. Scenic was looking for ways to increase sales and profit, but also had its eye on providing coast-to-coast delivery of cut flowers in Canada, with the help of its partner-shareholder, Petals West. However, it would need to be advantageous for both Scenic and Metro to make this a viable option.
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