**This post is a re-upload from old ePortfolio
Background
A SWOT analysis is a tactic used to gather information about the strengths, weaknesses, opportunities, and threats both internally and externally about a specific business/organization. In the following post, I will using this tactic to breakdown my chosen business in order to gain more insight to plan a hypothetical event! In addition, you'll also see a sneak peek into the start of my event plan!
For a bit of background, Chatham Flower Farm is a small, family-owned flower farm located in Painter, VA on the Eastern Shore of Virginia. Their current owners are John and Kate, a couple in love with all things flowers and painting (Chatham Flower Farm, n.d.). They currently host an array of events, such as workshops, weddings, and other events and offer a weekly floral subscription service (Chatham Flower Farm, n.d.)!
SWOT Analysis
Strengths:
Chatham Flower Farm has a strong digital portfolio of previous works. Images and videos of the events they have hosted as well as designs they have created can be found spread across their website and social media platforms.
The business owners have a strong knowledge of growing flowers and other plants. The owners have the knowledge of growing patterns and the season in which flowers grow best. This allows them to maximize profits by growing good looking flowers.
The farm uses sustainable growing practices (Chatham Flower Farm, n.d.). This is becoming an important trait in the buying process for consumers and encourages potential clients to shop with them.
Weaknesses:
There is a gap in social media presence during the off-season. During the colder months, the business lacks updating media platforms on events and opportunities upcoming during reopening.
The business has a small number of staff. There is only so many events and orders that the business can take before being overwhelmed. This can heavily limit the prosperity of the business.
There is a current lack in delivery and shipping services within the business. This can lead to a lack of customers because of the accessibility.
Opportunities:
Holidays, both traditional and non-traditional, have opportunity for additional promotion to boost sales.
Due to COVID-19 wedding cancellations, there are many couples in need for flowers and a venue. The business can advertise this to gain the interest of those in need.
The business can attend local farm markets or other small business related events that draw in attraction from the surrounding community.
Many students are interested in horticulture and there is a need for internships for those students. Introducing internships for students will bring more publicity for the business.
Threats:
The weather on the Eastern Shore of Virginia isn't always consistent. In the event of torrential rain or other natural disasters, flower farms could be destroyed beyond repair for an entire season.
The COVID-19 pandemic has increased the want of online ordering from consumers. Consumers are more likely to purchase from a business that has availability to ship orders to them directly.
There are many other florists nearby who might have different access to specific flowers or wants of the consumer that the farm might not.
Event Recommendation
My event recommendation would be a floral stand at a farmers market or event off of the Eastern Shore in the early spring around re-opening. The Eastern Shore is already familiar with the flower farm, so I believe it would be best to extend the knowledge of the business further into coastal Virginia (Virginia Beach, Norfolk, Chesapeake). This event would start in the late morning and run into the late afternoon.
At the stand, there would be information about the type of events offered at the farm as well as options when it comes to florals. These can include sustainability practices, types of flowers grown, etc. Visual displays from a variety of events would be necessary to bring. Having the owners at the event can help with the personal relationships between the owners and potential customers. By directly talking to the owners, potential customers will feel more comfortable land inclined to purchase from the business.
To show the skill set of the owners, it would be important to bring sample bouquets and other popular items, such as single stems, to sell. In the process of selling these items, each customer will receive a pamphlet with a run down of the farm's history and QR code linking to the website, a business card, and a stick with the business name. Additionally, a spinning wheel that offers coupons, merchandise, or flowers could gain the attention of many browsing different stands.
The business would benefit by making profits and expanding their name and services into a larger group of people. The community would benefit by having the opportunity to learn about a business that could cater to their floral needs and provide beautiful products/services for their events.
References:
Chatham Flower Farm. (n.d.) Chatham Flower Farm. https://www.chathamfarm1770.com/
Comments