Success Story
Details
The Company produces and markets cut spring flowers, floral garlands and other floral products, primarily for the Hawaii market. The firm had grown since it’s founding due to efficient operations and an established reputation statewide. Due to aggressive price competition from Caribbean, Latin American and Asian low cost producer, the company’s sales declined 8% and employment decreased 11%.
The company with the assistance from the University of Southern California’s Western Trade Adjustment Assistance Center (Western TAAC) became certified as trade impacted by the US Dept. of Commerce, Economic Development Administration (EDA) in February of 1996.
Western TAAC and the company’s management developed a strategy to increase sales penetration in its market base of Hawaii floral retailers. To implement this strategy the company focused on reducing costs, developing new products, and developing and implementing a E Commerce marketing program emphasizing promotion of its quality and service advantages.
The company successfully completed the implementation phase of the TAA Program in 1997. During this period the company, with Western TAAC assistance, implemented its E Commerce marketing project. Three years after completing participation in the TAA for Firms Program, sales increased 34% to $1.2 million and employment increased 47% to 25 employees.