Florigene SWOT Analysis, USP & Competitors

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SWOT Analysis of Florigene with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Florigene

Parent Company

Suntory Flowers Limited

Category

Genetic Engineering Floriculture

Sector

Biotechnology

Tagline/ Slogan

Smart ideas. Better flowers.

USP

Florigene is involved in application of in-house genetic modification techniques to develop novel colour expressions in a range of commercial plants.

STP

Segment

The sale of potted plants, bedding plants, young vegetable plants, cut-flowers and related materials

Target Group

Importers and wholesalers of flowers.

Positioning

Florigene is the seller of the best flowers in the world.

SWOT Analysis

Strengths

1. Has exceptional core in-house expertise in genetic engineering techniques.

2. High standards of quality and consistency.

3. Exhaustive research and prolific patenting.

4. One of Australia's first biotechnology companies.

5. Unique, high value business model.

Weaknesses

1. Only sell to importers and wholesalers

2. Not present in emerging markets.

Opportunities

1. No retail centres- can be explored.

2. Brand potential of its novel flower varieties - a blue rose is a marketer's dream.

3. Very high value addressable international market.

Threats

1. Ban on GMO products in certain countries.
2. Strict government policies relating to the genetics industry

Competition

Competitors

1. Novo Nordisk

2. Amgen

3. Gilead Sciences



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