There is a separate approach for the individual customer, for corporate clients and for event organizers whom the company will consider business partners in selling the products.
Gardenia will differ from traditional florists and garden shops because it aims to cultivate personal relationships through the use of technology and marketing, offering gift programs and providing excellent customer service. For the individual customer, flexible delivery options shall be offered to entice them to pre order and schedule arrangements for particular period. For the group customers, its in house stylists will also act as their partners in making their corporate and event requirements a success.
Gardenia’s product proposition is all about style, convenience and personal approach to the service.
II. INDUSTRY, TARGET CUSTOMER AND COMPETITOR ANALYSIS
Floral arrangement and styling is a thriving business in Doha, Qatar. There are a handful of garden shops having physical stores that offer the same product to individual and group customers. However, the concept of having online garden shopss is relatively new to the city. On the Google search engine, www.qatarflowers.com top the search list, followed by www.floraqueen.com. Both websites boast of fresh flowers sold at reasonable prices. They have options for delivery within Qatar and also in neighboring cities such as Ar Rayyan, Ash Shahaniyah and Al Wakrah. With this, Gardenia believes that there are still plenty of opportunities in the market, especially if the company will be able to establish loyalty among the target market. For a regular consumer, the biggest risk in making online purchase is whether or not the virtual purchase will actually be delivered in the exact fashion that it has been promised. Entrusting money to a virtual store is something that may send fear among potential customers. These existing online stores have not focused on this fact, and this is something Gardenia would like to capitalize on. Target customers will be individuals, male or female, who would like to order floral arrangements for their loved ones. Promotions shall be offered during known peak season which is Valentines Day. This will give individuals an added push to take advantage of this online facility in ordering flowers for their loved ones. Event planners shall also be considered as target market as they will help in marketing the products to their clients particularly for personal events. III. MISSION Gardenia will use technology to identify and serve an ideal target market within a 10-mile radius from Doha, Qatar. The company will utilize online marketing; search engine optimization and social networking to reach the target market and get their message across. The company is geared towards operating with a constant quest for learning, being open to new ideas and designs and willingness to adapt to evolving market conditions. IV. KEYS TO SUCCESS 1. Maximizing technology to develop loyal online customers who will be offered convenience of a virtual store that can offer much more than the traditional garden shops. 2. Skilled stylists who are adept at creating sensational events using on hand materials and the best flowers being offered by the company. These stylists shall