Team Arbolito Final Report[1]

8/6/2019 Team Arbolito Final Report[1]

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Recommendation Report forArbolito

Horticulture

By LeanneMartin

AndSamiul

Chowdhury

[Type the abstract of the document here. The abstract is typically ashort summary of the contents of the document. Type the abstractof the document here. The abstract is typically a short summary ofthe contents of the document.]


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SECTION 1

Introduction

For the past several weeks our team has been researching a way for ArbolitoHorticulture to improve their business communications with their clientele andtarget demography.Arbolito Horticulture is a nursery and landscaping business in Austin, Texas. Theyspecialize in fruit and nut trees, native Texas plants, hardscaping products, andlow-maintenance landscaping. Currently, there is no system for ArbolitoHorticulture to communicate to customers. Nursery business is generated fromdrive-by clients or from Yellow Book advertisements. Business has declined sincegrand opening in May 2010 and Arbolito Horticulture would like our assistance tofind a way to regenerate business by communicating their news and promotionsto their clientele.In order to find the best method to communicate, we researched other nurseriesmarket strategies online, conducted field research and surveys, and providedinquiries for Arbolito Horticulture to respond to. Our team will propose arecommendation to solve Arbolito Horticultures problem by creating an improvedsystem to communicate to their clientele.

Arbolito Horticulture requested we consider their budget constraints and low staffavailability. Arbolito Horticulture can spend $500 or less a year and only has twostaff. Our recommendation will be feasible for Arbolito Horticulture to implementwithin these restraints.

In the following report, we will explain our methods for research, our results andfindings, and give you our recommendations. The results of the survey indicatethat customers would like to receive communication in the form of a newslettermailed quarterly with planting tips and sales promotions

SECTION 2

Methods

In this section of the report, we will describe our methods of research. Tocomplete this project successfully our team researched the best way for Arbolito

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Horticulture to communicate to their customers business news, information, andpromotions.

To accomplish finding the best communication form for Arbolito Horticulture ourteams research included the following: Surveyed Texas nurseries

What forms of communication work best for their business? What offers do customers respond to? (promotions, referral bonus)

Surveyed Arbolito Horticulture customers

What type of information would they like to know?

How often would they like to receive communication?

What form would they prefer the communication to be in?

Researched the internet to review other nursery businesses communication

forms

What does their communication look like?

We contacted four nurseries-two in Lubbock and two in Austin-to survey them onhow they communicate and what forms of communication their customersrespond to. Our survey of Arbolito Horticultures clientele included a list of ten oftheir current customers. The customers and nurseries were surveyed bytelephone contact. In order to determine Arbolito Horticultures targetdemographic we took the ages of 20 random customers at Arbolito Horticulture.In order to stay within Arbolito Horticultures budget and staff availability we onlyoffered customers the option to receive communication by email or mail and nomore than once a month. The types of information the customers requested werecategorized as three different options that include the following:

Promotional-Sales, Seasonal promotions, Clearance events, member

discount days.

Informational-Landscaping and Gardening tips, business information, plant

care.

Inventory of Products-What types of products and plants Arbolito

Horticulture has in stock.

We used the internet to research and review a sample of six online nurseries andwhat online communication forms they offer on their website. This informationwill be used by Arbolito Horticulture in the future when they have a website.

Arbolito Horticulture plans to have a website for spring planting season.

SECTION 3

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Results and Discussion

In this section of the report we will report our results and discuss our research.Below you will find a series of charts that demonstrate our survey results of theten customers. After each chart will be a summary of the results.

Demographic

The following chart describes the target demographic age range of ArbolitoHorticultures customers. This information is important to know so that ArbolitoHorticulture can target their communication towards their customer demographic.

According to the chart, the target age range for Arbolito Horticulture is the 30-39age group.

Arbolito Horticulture has the least the amount of customers in the 20-29 range.According to the website www.marketingdemographics.com, customers in the 30-39 age range prefer to communicate with businesses electronically. The websitestates that customers 40 and up prefer direct contact with businesses includingmailings, phone calls, or face to face contact.

The following three charts reflect the results of the survey questions of ArbolitoHorticultures customers.

This chart reflects how often the surveyed customers would like to receive acommunication from Arbolito Horticulture. Most customers prefer quarterlycommunication.

The chart above tells what form of communication the surveyed customersrequested.

The chart above states what type of information is preferred by customers. All

customers requested at least two types of information. Of the Arbolito Customerssurveyed, 80% wanted promotional information included in communication fromthe business.

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http://www.marketingdemographics.com/http://www.marketingdemographics.com/


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3. Begin offering email newsletter once website is started and

staffing is in place in order to meet the requests of the younger

demographic groups. In order to satisfy every customers preferred

communication type, Arbolito Horticulture should utilize a website to

provide an emailed newsletter option to customers as well as a mailed

newsletter.

APPENDIX

Team Schedule

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Task Description Assignment Due Date

Correspond withArbolito

Horticulture

Obtain Business data,needs, ongoing

communication withclient

Leanne Martin 12/04/2010

Write Rough DraftProposal

Provide informationfor final proposal andseveral parts for final

proposal


Revise and Finalizeteam proposal

Take rough draft andprepare final proposalfor submission. Write

objectives,

conclusion, resourcesneeded.

Samiul Chowdhury 11/21/2010

Internet basedresearch

Find Texas nurseriesand review their

customercommunication

methods


Develop surveyquestions

Choose surveyquestions for

customers and otherbusinesses-use forum

to discuss question

options

Samiul Chowdhuryand Leanne Martin

11/24/2010

Survey customersand nurseries

Contact the customerlist and nurseries to

answer chosen surveyquestions


Prepare BudgetList out team budgetand design the table


Graphics/PowerPoints

Design Graphic forfinal reports,PowerPoint

presentation


Scan Research

Documents andArbolito Logo

Scan Arbolito logo and

notes taken duringthe research


PowerPointPresentation

Develop PowerPointRough Draft (Leanne

to revise)Samiul Chowdhury 12/8/2010

Oral PresentationPrepare for Final

PresentationSamiul and Leanne 12/9/2010


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Scanned Research Documents

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Email Screenshot

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