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Case 3
Clark’s Flower Shop
Case Objectives
1) To show the importance of changing and developing a channel strategy that will allow a
firm to survive.
2) To discuss the nature of the distribution channel (especially disintermediation) and its
effects on how consumers will buy flowers in the future.
Problem Situation
Will the new ability of florists to purchase flowers from growers through a “dot.com”
Teaching Suggestions
The instructor should instruct students to read and understand Chapter 15 (Electronic Marketing
Case Discussion
The case focuses on two challenges facing Clark’s Flower Shop: The emergence of an electronic
means of ordering flowers and the speed of which these flowers are delivered. The “speeding
up” or shortening of the channel will have implications to the remaining channel members as
they are forced to assume many of the roles and responsibilities previously relegated to other
channel members.
method and these processes work towards Clark’s advantage. This can also be a disadvantage to
the small local florist; who due to financial or capacity (human and/or physical) restraints
prohibits them from taking on some of the previously delegated wholesaler roles. This places
these small retailers at a competitive disadvantage when facing better financed or better operated
independent retailers.