Marketing strategies in the cut flower export industry: A case study on supply chains and good practice

摘要

This report begins by providing a summary of the latest trends in the cut-flower market. This is based on the most recent experiences of Kenyan producers who provide instructive lessons for the African industry as a whole. The second section of the report describes in detail the changing nature of supplychains, and in particular the focus on customer requirements and how this influences the development of a supply-chain. This background is provided because it is essential that the South African industry understands these issues when exporting to European markets. The third section of the report provides individual case studies on the marketing strategies employed in Kenya, Colombia, Ecuador and Zimbabwe. The Kenyan case is a good example of the evolution of the industry from a "domestic hobby" to supply the domestic market in the 1960s to an international state of the art industry in the 21st century. The fourth and final section of the report concludes with lessons drawn from recent research on supply-chains and good practice drawn from the case studies presented.