Universidad: de La Sabana
Universidad: de La Sabana
Universidad: de La Sabana
International Logistics
Carmen Álvarez
María Camila Aparicio
María Camila Avilán
Laura Rodríguez
Tania Pacheco
Daniel Torres
August, 2017
Nature Forever
Nature Forever was born in 2014 as the exclusive distributor of preserved products of the
Group Innovaflora in Colombia. Innovaflora is the international group leader on the production of
preserved flowers and plants. It has more than 180.000 square meters of fields that guarantee the
proper growth of the plants and the preservation process aid to conserve the physical aspect and
original beauty of the flowers with premium quality. Innovaflora counts nowadays with around 500
collaborators in Colombia, Ecuador, Japan and Spain.
Mission: “The principle objective of Nature Forever is to develop the flower, foliage, plant and tree
preserved market in Colombia. Nature Forever offer its services to companies, small and medium
distributors and individual customers in different zones of the country and offers integral solutions,
support in special projects and consultation in decoration and installation of preserved plants and
palms walls.”
Product Information
● Package of six preserved roses with a retail price in Colombia of 127.000COP.
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Store photo Product photo
Colombia is one of the most famous flower producers in the world, exporting over $1 billion per year
and growing. Roses are the primary export flower, at $365 million, followed by carnations at $156
million and chrysanthemums at $147 million.
● In 2013, Colombia exported $1.34 billion worth of flowers, with the United States accounting
for over 75 percent of the total at $1.09 billion.
● In 2016 Colombia exported 2’225.000 tons of flowers positioning as the second exporter of
fresh flowers in the world.
● Colombia covers 66% of the United States flower imports according to Asocolflores making
it the number one provider of the product.
● In the United States, more than 25,000 traditional florist retailers sell flower arrangements to
consumers, and nearly 1,000 wholesalers that supply these retailers source 60 percent of their
product from Colombia.
● Also supermarket chains such as Wal-Mart, Safeway, Whole Foods, Costco and many others
source most of their flowers from Colombia.
● Miami is the city of United States that more imported flowers receives from Colombia
(approximately 67%).
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Expected demand
We will focus our market on the city of Miami being the number one city from EE.UU that receives
the exported flowers from Colombia. Based on the information we made the next analysis:
Based on the previous analysis that we made the expected demand is 2.778 boxes per month and
16.667 roses per month, but for the market penetration we plan to define as expected demand 2000
boxes per month and 12000 roses per month.
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Supply Chain Mapping
● Seed suppliers: The company acquires flower seeds from different suppliers in Colombia, in
order to offer a wider variety of flowers.
● Planting: The seeds are planted in the fields of around 150.000 square meters flower crops
(East of Antioquia).
● Harvesting: Each flower needs to be on its optimum point for it to be harvested.
● Warehouse: The flowers need to be kept on greenhouses at a specific temperature.
● Preservation process: It consists on replacing the sap and water with a liquid that doesn't
evaporate to stop its aging (100% plant-based and biodegradable preservation formula).
Flowers last from 6 months and up.
● Packaging: The flowers are kept on boxes for 6 units, those boxes are from a supplier in
Medellin from a company named Kartonar de Colombia .
● Distribution: The boxes are sent on trucks to Bogotá, to its main store and the different branch
stores.
● Retail stores: The flowers are sold directly on the stores (direct channel).
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● Consumers: They visit the main stores, the branch stores or can place the order through the
website (e-commerce).
Capacity:
Seed suppliers: Minimum of 50.000 seeds to cover the expected
amount of flowers per month.
Bibliography
● DANE
● Asocolflores
● Nature Forever