flowers.docx - 1-800-FLOWERS.COM Executive Summary...

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1-800-FLOWERS.COM Executive Summary 1-800-FLOWERS.COM one of the leading company selling flowers, gifts, confectionaries, gourmet and popcorn related products in the United States. Since the company established in 1976 it has proved its capacity in innovative marketing and supply chain strategies. Being a leader in the floral market from past many decades, company has acquired many floral and non-floral businesses. In the beginning company has focused on brick-and-Mortar and later spread to telephone commerce with a 24/7 service. Moreover company has launched their own network of independent florist called BloomNet. In 1991 CEO Mr. Jim McCann and his team entered in to online sales by being one of the first retailers which was an innovative decision and later it revolutionised the floral industry landscape. This kick started the massive hike in to their business thru their websites 1-800-FLOWERS.COM and 1-800-Baskets.com. By taking the advantages of technological development, company has always being the first in utilizing it. Company has introduced mobile commerce, marketing through media platform like Facebook, twitter and google+ etc. In order to increase the floral sales they have come up with a one-step solution for all kind of gifts by updating with confectionaries, gourmet products, popcorn related products, wine tasting, and other gifts through their own wholly owned subsidiaries, core floral business and BloomNet . These movements made their market pillars stronger and became multi Brand Company with multi million customers across the country. The peculiarity of the company is, customers can choose the different modes of deliveries those are same day, direct from growers or from any other mode like florist or distributors. Mr. Jim wants to come up with an innovative strategy in order to beat the competition in different mode of marketing technique which recently pop up due to wide and vast development of internet and social media platform which are being used by even by their competitors. Problem Statement 1-800-FLOWERS.COM one of the leading company selling flowers, gifts, confectionaries, gourmet and popcorn related products in the United States. Since the company established in 1976 it has proved its capacity in innovative marketing and supply chain strategies. Being a leader in the floral market from past many decades, company has acquired many floral and non-floral businesses. In the beginning company has focused on brick-and-Mortar and later spread to telephone commerce with a 24/7 service. Further the company became one of the leaders in trading thru e-commerce, social medias, application software (apps), with multi branded products with multi million customers. Mr. Jim McCann, CEO of 1-800-flowers.com wants to come up with an innovative strategy to beat the competition in all the marketing fronts which has recently developed due to wide and vast advancement of internet and social media platforms which are used by competitors as well.
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  • Fall '16
  • May Jim
  • Floristry, 1-800-FLOWERS, BloomNet

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