Universidad​ ​de​ ​La​ ​Sabana

International​ ​Logistics

Project​ ​First​ ​Delivery

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.

Size Height​ ​of​ ​each​ ​rose​ ​aprox.​ ​55​ ​cm

Width​ ​of​ ​each​ ​rose​ ​aprox.​ ​8​ ​cm

Weight Weight​ ​of​ ​the​ ​six​ ​roses:​ ​0.5​ ​kg.

Size​ ​package Height:​ ​55​ ​cm

Width:​ ​20​ ​cm
Length:​ ​45​ ​cm

Weight​ ​with​ ​package​ ​(flowers+package) Aprox​ ​1.25​ ​kg

Minimum​ ​shipment​ ​unit One​ ​box​ ​containing​ ​6​ ​roses.

Packaging​ ​conditions Cardboard box with six compartments for each

rose.

Colors​ ​available 20 colors available: yellow, orange, red, deep

red, white, black, purple, lavender, rose, pastel
rose, pink, green, pastel green, blue, sky blue,
pastel blue , olive green, fuchsia, burgundy and
curuba.

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 Store​ ​photo​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​ ​Product​ ​photo

Market​ ​Niche​ ​Information

United​ ​States​ ​Market:

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.

Colombian​ ​Flower​ ​Exportations​ ​2013

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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.

Planting: Minimum​ ​of​ ​12.000​ ​roses​ ​plus​ ​more​ ​if​ ​damages

occur​ ​per​ ​month.

Harvesting: Minimum​ ​of​ ​12.000​ ​roses​ ​to​ ​cover​ ​the​ ​2.000

boxes​ ​demand​ ​per​ ​month.

Warehouse: Capacity​ ​for​ ​minimum​ ​2.000​ ​boxes​ ​per​ ​month.

Preservation​ ​process: Enough​ ​machinery​ ​and​ ​chemicals​ ​to​ ​develop​ ​the

final​ ​product​ ​(12.000​ ​roses)​ ​per​ ​month.

Packaging: Minimum​ ​of​ ​2.000​ ​boxes.

● Variability will be present in the capacity minimums since there is a margin of error of harvesting the
flower wrong or damaging it while the preservation process among other factors like weather,
infrastructure​ ​conditions​ ​etc...

Bibliography
● DANE
● Asocolflores
● Nature​ ​Forever