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Blueberry Plants

DEFINING DE FYNNE. FINANCIAL PROFILE. PROBLEM STATEMENT . Fruit Seedlings. REFERENCES. RECOMMENDATION. ALTERNATIVE GROWTH STRATEGIES. BUSINESS ID. PRODUCT AND PRODUCTION CYCLES. Fynbos. COMPETITORS. COMPANY PROFILE. ORGANIZATIONAL CHART.

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Blueberry Plants

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  1. DEFINING DE FYNNE FINANCIAL PROFILE PROBLEM STATEMENT Fruit Seedlings REFERENCES RECOMMENDATION ALTERNATIVE GROWTH STRATEGIES BUSINESS ID PRODUCT AND PRODUCTION CYCLES Fynbos COMPETITORS COMPANY PROFILE ORGANIZATIONAL CHART Long term slow growth: % of revenue from indigenous and other ornamental plants with the constant 30% increase in sales of indigenous and other ornamental plants per year. Desired METHODOLOGY Current Blueberry Plants Year 5 Year 4 Year 6 Year 1 Year 2 Year 3 • Started nursery in Elton’s backyard cultivating 3 fynbos plant varieties • Jacky & Elton employ at ARC • Jacky & Elton move to ASNAPP • Moved nursery to city of Kylemore • Capacity: 2 tunnels • Blueberry contract increase • Labor force increase • New Branding Background research: • Macro Factors of South Africa • Macro Factors of Horticulture Industry • Existing company materials Interviews: • Local Nurseries: owners and managers • Four Retailer Stores: store or dept. managers • Industrial Development Corporation: director • The Business Place: director • Department of Economic Development and Tourism: directors • Stellenbosch University: professor/SME Evaluated through following frameworks: SWOT, PEST,5-Forces, 4Ps, and STP ARC – Agricultural Research Council, ASNAPP – Agribusiness in Sustainable Natural African Plant Products; Competitors table was populated with the information found on the competitors websites except for the Shadowlands Nursery information was extracted from the interview with the owner of the nursery, www.arnelia.co.za, www.overberginfo.com/fynbos-nursery, www.nonkeplants.com, www.glenelgin.co.za. Base map of Africa, www.greenerpasturesafrica.com/: Photo of scattered blueberries www.buttermilkpress.com/blog/blueberry-pie-recipe: Photo of one pink and yellow fynbos, farm4.static.flickr.com/3255/2312523223_48016459da.jpg. All other pictures and references are contributed my the team. De Fynne Nursery faces new challenges in managing current growth and expanding their presence in the horticulture industry. TYPE: Nursery LOCATION: Simondium, Western Cape, South Africa FOCUS: Indigenous Plants of Fynbos Biome IMMEDIATE GOALS: RISK MITIGATION • Blueberry Contract Awarded from Amathola, fruit grower in Eastern Cape • Moved to NuCellar grounds in Simondium • Jacky turns full time & employ 9 people • Capacity: 8 tunnels 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 • Registered company as a black-owned Closed Corporation • Employed two people • Awarded contract with Woolworths, the largest retailer in South Africa MEDIUM TERM GOALS: RISK MITIGATION By: Aleksandra Janjic, Master of Public Administration CIPA Fellow 2012 Toniqua Hay, Master of Public Administration CIPA Fellow 2012 Tamara Struk, Master of Public Administration CIPA Fellow 2012 LONGTERM GOALS: GROWTH NOW Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 65% 59% 52% 46% 39% 33% 33% * % of revenue as a result of a product mix

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