SWOT ANALYSIS

Strengths
Four shareholders incorporated scenic Floral Inc. One of them was Joel Van Weelden, Sr,

who has a good relationship with Colombian farms and Canadian retailers. Having a good

relationship with suppliers is leverage. They also cater to two large customers: Food Basic,

which has a limited product line, and Metro, which has a full floral program. They also have a

dozen items or product lines, adding chrysanthemum bouquets, alstroemeria, carnations, mini

carnations, and other flowers, which they can feature weekly on flyers while their competitors

are still relying on catalogs. They achieved 1.9 million sales from their target of 2.7 million

despite Covid-19.

Weakness
Having Metro as their primary client and one contributor to their high sales is also their

weakness. Once Metro realizes that they can buy flowers directly from suppliers, which will

reduce their costs, they may lose Metro—losing Metro as their client will significantly impact

their sales.

Opportunities
Weelden’s established relationships with Colombian farmers and Canadian retailers

would present opportunities to suggest additional offerings. Also, Floral Inc’s selling in the mass

market enabled them to obtain a high volume of orders with favorable payment terms and few

collection issues.

It was also an opportunity for Floral Inc to expand its product line by adding the more

varied and significant quantity of flowers that Scenic could procure if it expanded its Colombian
supply network. If Scenic pursues this strategy, it can grow its revenue from 2.5 million in 2020

to between 3 million and 5 million per year over the next five years.

Threats
As Scenic Floral Inc wanted to grow its company, it came up with the idea of processing

flowers for other companies while offering the same product line, thereby assisting its

competitors. Direct-to-store delivery was also becoming more popular. This creates a risk that

Metro would buy directly from growers to reduce cost, potentially losing Metro as their

customer.