Overview of Aalsmeer Flower Auction

Overview of Aalsmeer Flower Auction

Aalsmeer Flower Auction is a chain in the Netherlands that offers global growers, wholesalers and exporters a central marketplace in which to trade flowers and plants. Growers are the initial suppliers within the value chain and demand comes from exporters, importers, wholesalers, cash and carry stores, and retailers. They provide a range of marketing channels and financial information, storage and logistics facilities.

The chain was originally dominated by growers who were able to sell what they produced in a steadily growing market, however, three developments threatened that comfortable position:

1) The emergence of alternative, electronically driven flower markets.

2) The auction met the need of the growers, but not those of the retailers. Changing consumer taste required fresher products and frequent deliveries. They felt that demand should have more influence on supply.

3) Mergers and acquisitions among retailers increased their size and power and growers became more professional leading to a new way of doing business and interest in electronic ways of selling.

2.0 AALSMEER BUSINESS STRATEGY

To react to changes to support its business processes