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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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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