Flower Marketing Channels Case Study Example | Topics and Well Written Essays - 500 words

Flower Marketing Channels - Case Study Example The case study "Flower Marketing Channels" analyzes the role of the traditional wholesaler in the marketing channels and the factors it is influenced by. The role of the traditional wholesaler in the marketing channels is influenced by a number of factors. Firstly a number of retailers prefer to personally make selections of flowers that they would then go and resell directly to the end consumers. If this is difficult for some reasons they should have a lot of confidence in the ability by the wholesaler to make the selections on their behalf. This makes the traditional wholesaler a very important player in the distribution channels since retailers would value having a trustworthy and reliable wholesaler nearby. The importance of the traditional wholesaler comes into play again to ensure a constant flow of products in large varieties to the retailers. The wholesaler plays an important role of repackaging and providing the required assortments and sizes for the retailers. The twenty-first century has seen significant channels occur in terms of factors underlying the distribution and marketing channels in floricultural products. An important force behind the changes comes in form of evolution in the methods of transportation and communication. both the retailer and consumer in the 21st century is now able to directly source the product flower growers via the mobile phone or using a broker on the internet, thanks to technology. There is also the option of using other intermediary resellers.