Dutch Flower Cluster

5998 Words24 Pages
The Dutch Flower Cluster Table of Contents: Executive Summary ...………………………………………………………………………….3-.4 Case Analysis………………………………………………………………………………….5-11 Main Issues and Key Decisions to be Made……………………………………………..…...12-19 Alternative Strategies………………………………………………………………………...20-24 Our Recommendations……………………………………………………………………….25-29 Executive Summary The Netherlands has always been a major force in the global cut flower market. In fact, approximately sixty percent of the global export market for cut flowers is traded in the Netherlands. In 2009, there were two main Dutch flower auctions, including FloralHollad, the biggest auction with regard to cut flowers. The auctions are the hub of the cut flower industry where researchers, growers, exporters, distributors and retailers join together to play their respective roles within the industry. Recently, The Dutch Flower Cluster has had to face some major challenges. Emerging competition, technological changes, issues with logistics, increases in government regulation etc…has forced the Dutch to be innovative and make sincere efforts to keep its position in the global flower market. We propose that the Dutch Flower industry continue operating internationally, move away from the auction model, and not increase tariffs and trade barriers to the competition and not decrease government regulations. Even with increasing costs and increasing competition, the Dutch flower industry is a key player in the global flower market. In order to keep competitive and stay profitable, they must expand and continue international business. This same reason is why the Dutch should not increase tariffs and trade barriers to other, international, competitive flower growers. The Dutch should also embrace new technology and move away from the traditional auction model. This can make the process of buying easier thereby
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