Florigene SWOT Analysis, USP & Competitors

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


Parent Company

Suntory Flowers Limited


Genetic Engineering Floriculture



Tagline/ Slogan

Smart ideas. Better flowers.


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



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

Target Group

Importers and wholesalers of flowers.


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

SWOT Analysis


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.


1. Only sell to importers and wholesalers

2. Not present in emerging markets.


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.


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



1. Novo Nordisk

2. Amgen

3. Gilead Sciences

The table above concludes the Florigene SWOT analysis along with its marketing and brand parameters.


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