Royal FloraHolland: The Dutch Floriculture Supply Chain Harvard Case Solution & Analysis

In January 2016, the program director of Royal FloraHolland and a supply chain consultant met to develop a supply chain strategy that would enable Royal FloraHolland to adapt to the changing competitive environment that jeopardized its business model. Royal FloraHolland was the greatest floriculture auction organization on earth, selling more than 30 million blooms and plants . Located in the Netherlands, Royal FloraHolland was a co-operative owned by 4,500 growers.

A century-long tradition, where buyers bought flowers and plants through the Dutch flower auction clock, was being jeopardized. Pressures facing Royal FloraHolland comprised emerging international competition, industry consolidation, and customers bypassing the auction procedure to buy directly from the growers. Both supply chain pros considered opportunities and challenges that lay ahead for the organization.

PUBLICATION DATE: June 28, 2016 PRODUCT #: W16377-PDF-ENG

This is just an excerpt. This case is about TECHNOLOGY & OPERATIONS

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