MARKETING STRATEGIES OF SUCCESSFUL FLOWER SHOPS AS

DETERMINED BY FEU DILIMAN STUDENTS AND STAFF

A Research Proposal

Presented to the Faculty of the Senior High School

Far Eastern University

In Partial Fulfillment of the

Requirements for Research in Daily Life 2

Jillian O. Amores

Jenilyn B. Bande

Yasmin Lara L. Calidro

Monica Duban

Jomer Cainglet

Carl Jasper Mirador

ABM 12 Abundance

September 2018
Introduction

Being able to sustain a business is the goal of any business owner and what better

way to do it than to create a study focusing on the marketing strategies a business can

apply that will enable its long-term sustainability. As such, the researchers from the

Accountancy, Business, and Management Strand of Far Eastern University Diliman wish

to conduct a study in order to determine the different marketing strategies that can be

applied in order to ensure the long-term sustainability of a flower shop business.

A flower shop business is a seasonal business as it only peaks during special

occasions such as Valentines Day, All Souls Day, birthdays, anniversaries, weddings,

funerals, and other occasions. As such the researchers wish to know if applying different

marketing strategies will enable the business to prosper during its off-seasons.

The 7Ps Marketing Mix is a marketing strategy tool that was first published in

1960 by E. Jerome McCarthy in his book Basic Marketing: A Managerial Approach. The

7Ps Marketing Mix was first limited to only the core 4Ps of Product, Price, Place, and

Promotion. Nowadays, the 7Ps Marketing Mix is considered when reviewing

competitive strategies in order to make them more successful and thus effective (Hanlon,

2014 ).

Floristry has been present within our society for centuries. As it is such a common

occurrence in society that people have rarely wondered about when and how the craft

actually started. According to arenaflowers.com, floristry has been around since Ancient

Egypt, which is approximately 2800 BC to 28 BC. The Ancient Egyptians used the

flowers for events, temple offerings, and decoration. They used popular flowers such as
the narcissus, jasmine, rose, and poppy. Aside from using flowers, the Egyptians also

used fruits to liven up the display (A Guide to the History of Floristry ).

According to (Skaff, 2017), the trends in floristry in 2017 differ greatly from the

trends during 2016. (Skaff, 2017) stated that the colors of the flowers being used this

2017 are more grey and muted, or rather the colors are more complex due to what is

happening in the world, economically, politically, and socially. As cited by (White)

another trend in floristry are the new bouquet arrangements such as Luxe Avenue, Park

Manor, Pearl Lane, and Casa Tropicana all of which have unique color, shape, pattern,

and flower combinations.

One of the issues that a flower shops may go through are the safety issues,

particularly the cleanliness of the flower shop or its surroundings. The flower shop must

maintain its cleanliness in order to prevent both the customers and employees falling prey

to injuries whilst conducting their business in the shop. The flower shops cleanliness

must also be maintained in order to avoid getting bad reviews form its patronisers (Work

Health and Safety for Florists). Another issue that a flower shop establishment may

encounter would be the insufficient follow through of their product delivery which will

result to customers receiving their orders either too early or too late thus resulting in

unsatisfied customers who may decide to choose another flower shop to patronise.

As a business establishment, a flower shop may also encounter some minor or

major problems. One of the problems that a flower shop may encounter would be

overstaffing. Overstaffing is a major problem when the income of the flower shop is ill-

equipped to compensate the hired staff as a result of the business being off-season.
Another problem that may be encountered could be the lax customer service that the shop

may have. The business should have attentive workers who try their best to fulfil the

customers needs. Every business establishment owner knows that the reviews that the

customer gives them will either improve their business or damage it. Thus the saying

went, The customer is always right. This makes it the shop owners or managers job to

make sure that the customer ends up leaving the shop satisfied.

Marketing is one of the main departments within an organization and its duty is to

identify customer needs and wants and to produce or modify products in attempt to

respond to market demand. Often it is found that the marketing department will work

with the management in order to meet the market demand, create new markets and in

many cases satisfy consumers wants. It can be considered as the bridge between

satisfying consumers and the management in attempt to create profit for the company.

During the research the paper finds that most of the producers we have analyzed have not

yet developed nor established a marketing department, and in many case most of them

are missing a marketing or sales personnel. According to our data, only 45% of

companies, (thirteen out of thirty, part of this study), have an established marketing

department or have hired someone to work as head of marketing (Fejza & Asllani, 2013).

This research will be focused on the SHS Students, College Students, and Faculty

of Far Eastern University Diliman located at Sampaguita Avenue, Mapayapa Village,

Brgy. Pasong Tamo, Diliman, Quezon City.

As such, the researchers from the Accountancy Business and Management Strand

wish to construct a business plan regarding the marketing strategies of seasonal

businesses, specifically, a flower shop business for future use. If the researchers do not

conduct this research, it will result to an unsatisfactory output for their business plan.

The researchers main purpose is to study the marketing strategies that has made a

flower shop successful based on the customers responses to the survey questionnaire.

Purpose of the Study

This study was conducted in order to inform the present and future flower shop

owners what the proven successful marketing strategies. Knowing the successful

marketing strategies will give them an easier time to promote their goods and services

available to their store. They can also tweak the proven successful strategies to work in

their favour making unique or different from other flower shops.

Statement of the Problem

1. What is the profile of the respondents?

1.1. Gender

1.2. Age

1.3. Designation

1.4. Budget

2. Which of the 4Ps of the marketing mix is being utilized by the flower shops in

question?

2.1. Product
 2.2. Place

2.3. Price

2.4. Promotion

3. What are the marketing strategies currently being used by the selected flower shops?

Significance of the Study

This study will benefit the owners of the flower shop business as they will be able

to use the information that they acquire from this study to improve their business in terms

of advertising or promotion.

It will also benefit the future flower shop owners as they will know what

marketing strategies they can use in order to result in a successful flower shop business.

And lastly it will benefit the future researchers who wish to study about the

different marketing strategies being used in order to promote a flower shop business.

Scope and Limitation

This study is focused on the successful marketing strategies of flower shops. It is

a limited to the senior high school and college students and faculty of Far Eastern

University Diliman located at Sampaguita Avenue, Mapayapa Village, Brgy. Pasong

Tamo, Dilman, Quezon City. The research instrument that the researchers will be

utilizing in order to conduct this study will be in the form of a survey questionnaire.
Theoretical Framework

The theory to be used in this study is the Theory of Reasoned Behaviour. This

theory was developed by Martin Fishbein and Icek Ajzen in 1967. This theory was

derived from a previous research that began as the theory of attitude. The Theory of

Reasoned Behaviour aims to explain the relationship between attitudes and behaviours

in the human action. It predicts behavioural intention, a compromise between stopping at

attitude predictions and actually predicting behaviour.

 Conceptual Theory

Input Process Output

Marketing Strategies of Successful
Successful Marketing Strategies Survey/Questionnaire Flower Shops as Determined by
FEU DIliman Students and Faculty

Other Marketing Stategies to be

Used

4Ps Being Utilized

Research Paradigm

This thesis will contain the different marketing strategies that make a flower shop

business successful, the other marketing strategies that a flower shop may be able to use,

and he 4Ps being utilized by the flower shops. These marketing strategies will be

determined by the students and faculty of FEU Diliman with the use of a survey

questionnaire. After compiling all the information attained from the FEU Diliman

students and faculty who have availed the services of a flower shop, the researchers will

then be able to conclude their findings and input them in the thesis entitled Marketing

Strategies of Successful Flower Shops as Determined by FEU Diliman Students and

Faculty.
Definition of Terms

A Marketing Strategy includes all the basic, short-term, and long-term activities in the

field of marketing that deals with the analysis of the strategic initial situation of a

company and the formulation, evaluation, and selection of market-oriented strategies and

therefore contribute to the goals of the company and its marketing objectives.

A Seasonal Business is a term that refers to the fluctuations in business that correspond

to changes in season.

Floristry is defined as the production, commerce, and trade in flowers. It encompasses

flower care and handling, floral design, or flower arranging, merchandising, and display,

and flower delivery.