Subject category:
Strategy and General Management
Published by:
Ivey Publishing
Version: 1999-08-18
Length: 15 pages
Data source: Field research
Share a link:
https://casecent.re/p/15258
Write a review
|
No reviews for this item
This product has not been used yet
Abstract
The senior account executive of Fernlea Flowers Limited was considering a proposed sales and distribution relationship with Price Chopper. Fernlea had been proceeding with plans for a New York State greenhouse, warehouse, and shipping facility for some time now, and was counting on the production and distribution capabilities of the new facility to support its ambitious sales expansion strategy throughout the northeastern US. Now, the company has been approached by a major supermarket chain with a proposal for a unique long-term relationship that could require a significant portion of that capacity, and the Fernlea executive team must decide how to proceed. The proposed relationship with Price Chopper was understood to be fundamentally different than Fernlea''s current customer relationship model. In the words of the chief operating officer at Fernlea, ''In the present situation, it does not fit. We''re just not sure that the present situation shouldn''t be changed. This could be a unique opportunity for us''.
Location:
Industry:
Size:
Small
Other setting(s):
1998
About
Abstract
The senior account executive of Fernlea Flowers Limited was considering a proposed sales and distribution relationship with Price Chopper. Fernlea had been proceeding with plans for a New York State greenhouse, warehouse, and shipping facility for some time now, and was counting on the production and distribution capabilities of the new facility to support its ambitious sales expansion strategy throughout the northeastern US. Now, the company has been approached by a major supermarket chain with a proposal for a unique long-term relationship that could require a significant portion of that capacity, and the Fernlea executive team must decide how to proceed. The proposed relationship with Price Chopper was understood to be fundamentally different than Fernlea''s current customer relationship model. In the words of the chief operating officer at Fernlea, ''In the present situation, it does not fit. We''re just not sure that the present situation shouldn''t be changed. This could be a unique opportunity for us''.
Settings
Location:
Industry:
Size:
Small
Other setting(s):
1998