Annisa Nurrachman – 1040002023

Operation and Supply Chain Management – Individual assignment (Delivery Services Design)

The Delivery Service Design Process at Florist Shop

Ronce Kembang

Time is a real constraint for all of us, and we are all so busy with our work that lead us hardly
have time for ourselves. Whereas, life goes on, nobody can stop it. Therefore, there will always be
good or bad occasions happened in our life. Nowadays, who has the time to visit a flower shop?
The florists shop like Ronce Kembang is one of those that provide the solution for all our needs. Either
for the marriage/wedding, birthday, or for many other important occasions of life, it can be
accompanied with a wonderful flower packed, the ideas to show the people's feeling expression toward
the loved ones.

The Service Concept:

 Desired service experience: Ronce Kembang is an online florist shop that emerged as a blessing
for people who are forced to stay away from their 'beloved' fiancées and life partner on the
anniversary days. It does the artificial flowers arrangement carefully with beautiful design and
make it as long-lasting adornment, taking the responsibility of delivering places at desired
destinations on behalf of its customers
 Target customer: because flowers are everyone’s favorites, it has crossed all boundaries of age,
region, culture and religion, therefore its target market / customer is everyone even though
mostly are women
The Service Package:
 Physical items
some of the product category: Hand Bouquet (the bouquet or bunch of flowers), Table Flower,
Box Accessories, Hanging Flower, Home Ware Accessories. Each product category has the
range of variety of flower design to choose, or can be customized by customer's request. It has
a good stock of beautiful artificial flowers. They generally try to keep a good variety of
different flowers
 Sensual benefits: Things made easier and life has become easier due to the Internet that has
really made it possible, flowers have become an integral part of our life because flowers do
have an aesthetic appeal on our hearts and minds and nothing can really contrast a flower in its
looks and appearance
 Psychological benefits: We still can also be a part of our family functions even if we are not
present physically, symbol of elegance and sophistication that has found place in everyone’s
hearts. They evoke feelings of joy and happiness. They are the universal symbols of purity and
serenity. That is why most of us try and celebrate every occasion with flowers. It is believed
that flowers bring good luck to our life. So, people often prefer to include them in the
significant moments of our life like wedding and birth of a baby. They bring happiness
and joy in our life.
Performance Specifications:
 Customer requirements / expectations: ensuring a quick and safe (on-time) commitment
delivery of flowers to the customer's destination. With the available of custom order, Ronce
Kembang is ready to create the flower arrangement as customer's request, customer is also able
to request for certain flower, vase / pot, & accessories. The design is expected to be unique and
 exclusive (mostly only one series for one design)
Design Specifications:
 Activities:
They One can do the formality simply by ordering for the flowers, paying the prices and
mentioning the name and address of the individual for whom the bouquet or bunch of flowers is
meant for
 Facilities: facilitate one sending flowers for the loved / respected one on the special day no
matter how far they are from each other. Ronce Kembang has a workshop that is located in a
resident area which is quite far from the central district of Jakarta. Its role is as one of the easy
options that people often look for sending flowers to their loved ones. The demand and supply
nature in this location is quite high. Through Internet, Ronce Kembang florist providing the
online catalogue on its website, so the customer list will get lengthier within a short time,
covering a lot of people outside the area of Ronce Kembang workshop, as they increasingly
send flowers online now. Customer can explore the product details via its website before decide
to buy certain type or design of flower.
 Provider skills:
there are experts to help you out in making good choices. They make sure to clear your all
confusions regarding flower choices in different occasions of life. The experienced people will
design it (i.e rose bouquets) according to customers' wishes
 Cost and time estimates
The cost estimation is calculated from the product price and the delivery charged
The product (flower) prices vary based on the type and the simplicity/difficulty level in design,
such as: Hand Bouquet (Rp. 30,000 – Rp. 400,000), Table Flower (Rp. 160,000 – Rp. 490,000),
Box Accessories (Rp. 22,500 – Rp. 32,500), Home Sweet Home / Home ware complementary
(Rp. 95,000), Hanging Flower (Rp. 160,000), it also offers plastic tree for room decoration.
There are two types of delivery services: Regular Delivery Services, Special Delivery Services
◦ Delivery time
▪ For the purchase order less than Rp. 350,000,- The flower will be delivered by using
Regular Delivery Services. But the customer should make an order at least one day
before the expected delivery time.
▪ For the exceptional case (in the high traffic orders), the order must be made at least 3
days before the expected delivery time.
▪ For special request such as customer wants the flower (order) to be received on the
certain date and time, or anytime as soon as possible, customer can use Special Delivery
Service (SDS), which is run by Ronce Kembang Florist crew, then the flower is
guaranteed to be delivered on time at the destination. But the minimum purchase order
must be Rp. 350,000,- and more
◦ Delivery cost (the price will be charged for one destination only)
▪ As Ronce Kembang is located in BSD City, therefore the cost of delivery is determined
by how far the destination is from Ronce kembang, such as: the cost is FREE for
Serpong area (BSD City, Gading Serpong, Alam Sutera); Tangerang, Bintaro will be
charged of Rp. 35.000,-; Jakarta will be charged of Rp. 50.000,-; Bogor, Depok, Bekasi
will be charged of Rp. 70.000,-
Delivery Specifications:
There are two types of delivery services in Ronce Kembang: Regular Delivery Services, Special
Delivery Services. Those are expected as to be superb home delivery services and efficient local
delivery service.
◦ Regular Delivery Service → the ordered flower will be sent to the recipient by expedition
 service TIKI or others as the both side's agreement made before. For special destination
around JABODETABEK (Jakarta, Bogor, Depok, Tangerang, dan Bekasi), Ronce Kembang
gives out FREE DELIVERY by TIKI, if the minimum purchase is Rp 100.000 and more.
◦ Special Delivery Service → The interesting point of this kind of service is that Ronce
Kembang Florist also provides PICTURE TAKING SERVICE, to capture a memory for that
customer's chosen flower (i.e as a gift) along with the recipient's expression when he/she
received the flower. Then the photo will be sent via email to the customer who ordered that
flower.
 Schedule & Deliverables
▪ By using Regular Delivery Services, The flower will be delivered around one day after
customer put an order. But for the exceptional case (in the high traffic orders), the order
will be delivered at least 3 days after the order made
▪ In a special request (by using Special Delivery Service), the order can be delivered on
the certain date and time (or anytime, as soon as possible). It means that Ronce
Kembang is ready to provide flowers at the same day delivery and also flowers midnight
delivery services
 Location
Special Delivery Service covering the following areas:
Serpong (BSD City, Gading Serpong, Alam Sutera), Tangerang, Bintaro, Jakarta, Bogor, Depok,
Bekasi.