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• W2992111992 abstract "CASE DESCRIPTIONThis case can be used to illustrate concepts of operating a small business faced with multiple issues. Considerations include the evaluation of competition, development of appropriate business lines, selection of target markets, and appropriate marketing strategies. The case has a difficulty level of three to four, and is designed to be taught in two class hours. Depending on the depth of detail the instructor intends to pursue, preparation time for the students will take from one to three hours.CASE SYNOPSISJohn Kallevig owns and manages a nursery and landscaping business in the southern United States. He has been in the business for most of his adult life and has managed to build a successful business over that time. The past few years, however, have proven to be some of the more difficult of his career. Business has slowed and John is now trying to determine how to pull out of this slump. John must look at re-energizing his current sales, developing new sources of income, and determining the future direction of the business.BACKGROUNDFor a moment, John Kallevig stood in silence. He wasn't certain how to respond to the customer that had just asked how long he had been at this location. He assumed she wasn't a new resident, nor with her tanned arms and face and dirt under her fingernails, did she appear to be new to the world of plants and gardening. He softly said 18 years and noted the surprised look on the woman's face. She paid for her purchase, a flat of Marigolds and a 5-gallon Old Fashioned Rose bush, and said she'd return as she continued her planting. John just didn't understand how someone could not know they had been in business for 24 - the last 1 8 at the same location. John knew his business had hit a wall. Years ago his business was booming but then sales leveled off. John is now faced with the possibility of a stagnant business and he must figure out what must be done to move it back to a growth phase.THE TYPE OF BUSINESSKallevig's Nursery is a retail and wholesale nursery and landscaping business located in a relatively large city in the southern United States. At the customer's discretion, they are able to not only design attractive and functional landscapes, but with full-time construction and maintenance crews, they are able to install and service any products they sell. With the exception of a few high-end clients, the wholesale side of the business provides the bulk of the design, installation, and maintenance of nursery products for commercial establishments. The irrigation business is equally divided between commercial businesses and retail customers for design and maintenance. The retail store operation is primarily for walk-in customers.HISTORY OF THE BUSINESSAfter graduating high school, John Kallevig worked as a laborer for a landscaper, then worked for Barnfield's Nursery and Gardening Center. Prior to the advent of the chain retailers, Bernard Barnfield opened Barnfield's Nursery and Gardening Center. Barnfield's enjoyed an excellent reputation among customers of the small mom and pop nurseries in the area and Barney prided himself on providing personal service to all of his customers who, at the time, lived in the nearby subdivisions. During the time that John was working for Barney, the older residents of the subdivisions were gradually replaced by new homeowners who had less interest in gardening and landscaping. It really didn't matter that they didn't have much of an interest since the homes that they bought were already beautifully landscaped by the former residents, Barney's customers. Barney looked at John as a good, decent, hard-working young man who was eager to learn the business so he took him under his wing. For the next several years, Barney taught John everything he knew about landscaping and gardening, and running his nursery business. When Barney began to seriously consider retirement, he knew he would talk to John about taking over the business. …" @default.
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