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224.0 Data Analysis – Greenheart Plants
In this section Greenheart Plants is analysed. The company’s strategies, policies, critical success factors, strengths and weaknesses will be assessed by analysing my interviews with the owners and by general observations made, as well as from company data.
4.1 Strategy
See appendix one for an in-depth description of my interviews with the owners.
My talks with the owners led me to see that Greenheart Plants is pursuing a local competitive edge strategy where it clearly intends to offer the most competitive quality products within the local region, no national advertising is carried out, and advertising is currently in local newspapers. They aim to compete with competitors on all aspects of service and they believe they are successful and point to their growth rate for proof (Greenheart doubled the amount of tunnels growing plants in 3 years). They see their competitors to be everyone selling garden plants within Stafford and the surrounding area. However they do not see Bridgemere Garden World and similar large centres as competitors but as alternatives to the garden nursery market.
They stated “People who shop here will not shop at Bridgemere and vice-versa”. They believe this is because the two are opposite. Greenheart prides itself on its “plants matter” approach; there is no coffee shop, no crazy golf, and no unnecessary services which cause price increases but instead “quality plants at quality prices sold by people who care about what they are selling”. A price comparison for a Camellia shrub showed a Greenheart price of £8.95 and a Bridgemere selling an identical size plant for £17.95 (prices as of 11th March 2003).
The focus is on growing and selling annual plants such as summer bedding and winter pansies, but also an extensive selection of perennials and hardy shrubs as well as other products. 95% of the plants sold are produced within the nurseries tunnels (horizontal integration). This is to ensure everything which is sold has been grown to the quality which the company prides itself on. The owners have no plans to diversify into selling a larger range and garden materials and
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enhancements believing “we can only specialise in so much”. They also are happy with selling solely at the nursery and have no plans to start selling at fetes and markets.Custom Thesis，Custom Dissertation， 请 咨询微信号 ：dueessay03
The company sells primarily retail to consumers at the nursery, however its five individual biggest customers all are wholesale buyers who purchase goods from the nursery at wholesale prices, and the owners say they are looking for more wholesale links over future periods without damaging retail links which provide more profit. The owners see their target market as local elderly and ABC1’s; “these are the people with the money and or time to spend in their garden”.quiz代考...
