BUSINESS

Arena Flowers

Arena Flowers

SWOT Analysis

Arena flowers is one of the most prominent florists in the United Kingdom which has been serving the UK flower industry for more than 25 years. The company also operates online that its customers to send virtual flowers to their loved ones around the United Kingdom and the world. The company uses the knowledge of affiliate marketing as its business model in the industry (Pride & Hughes, 2011, pp. 96).

Strength

The biggest strength of the organization is its use of affiliate model of business on which it runs operations. This allows the company to save funds on acquiring the space required for maintaining stock and the time it saves because the flowers are sent directly from a domestic florist to the customers' desired address. In addition to this, Arena Flowers provides its customers with a variety of sending options which could be through post. Bouquets that are made by hand are sent the very next day to ensure flowers remain fresh. The company also takes special care of flowers that are being transported by wrapping them in a presentation box which maintains the freshness till the recipient is handed over the delivery.

Weakness

The most obvious season weakness of the Arena Flowers is the communication gap that exists within the organization. This is most evident when there is a launch of a product. The organization looks to communicate with their flower distributors to use the same flowers as have been shown in the advertisement. This consumes a significant amount of time. The biggest drawback of an online store of flowers is that customers cannot smell the flowers as only have to rely on the images that are present on the website of flowers. Since there is a segment of customers that considers the aroma of flowers before placing an order, it can retract customers to the more traditional method of sending flowers.

Opportunity

The biggest opportunity that Arena Flowers has is that it possesses one the biggest network of florist around the United Kingdom and customer base. The company offers a variety of hand-tied bouquets for several special occasions such as anniversaries, Christmas, weddings, or romantic flowers. The website of Arena Flowers lacks a number of themes such as birthdays. The company can look to add this theme of flowers to the site in order to attract customers. Customized services are another segment that Arena Flowers could add to their services. In addition, Arena Flowers can also add to the website a daily quote for a certain kind of flower which would also assist customers in determining which flower they should choose. Helping customers choose flowers for their bouquets can ease the process of purchase and help in attracting new customers as well (Cohen, 2006, pp. 212).

The company should also look to create a database that would contain details of local purchasing customers and their patterns of purchase. This would allow the company in controlling their stocks of fresh flowers. Florists often resort to storing flowers in a ...