Strategic analysis for the aquatic cut flower industry
2016
Yakandawala, K.
Aquatic flowers are underutilized as cut flowers and traded mainly in religious places in Asia. Presently lotus and water lilies are used as cut flowers. In both species, flowers have a shorter life span under natural conditions and with postharvest practices vase life could be increased up to eight days. There is a potential to introduce aquatic flowers to the cut flower industry. Hence, the present paper attempts to provide insights on the potential of promoting aquatic cut flowers in the global floriculture industry. The SWOT analysis illustrates the strengths, weaknesses, opportunities and threats of the industry. Presently, the industry has an advantage in the production region as it has an already established local market, a low cost for production and being an environmentally friendly industry. Hence to promote the industry globally, it is imperative to develop new varieties, adopt postharvest practices and gather information on production and marketing aspects. Finally, to remain competitive in the trade, the aquatic cut flower industry must pursue product differentiation and develop new and different market segments.
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