A New Journey from Flower to Vase

Abstract

A design study was performed that investigated the feasibility of a business concept combining a unified supply chain with automated vending points in the floriculture sector. In such a business, a direct link between production (growers of flowers) and customers exists. The added value along the chain can then remain with the growers. This could provide a method for the sector to meet challenges facing them.
This study targeted the development of both a design for the physical operations in the supply chain as well as the digital system providing the coordination required for the operations in the unified chain. A systematic approach was followed to arrive at multiple design alternatives.
The physical designs were created by converting a functional design into design options on a morphological chart. The morphological chart was reviewed using SCOR performance score cards, and design alternatives were drafted from the remaining well-scoring options on the morphological chart. They were converted into a level 2 SCOR mapping. Based on the physical designs, digital designs were created using enterprise architecture modelling in Archi.
The resulting design alternatives were rated using a multiple-criteria decision analysis, by comparing them to a list of requirements and constraints, and with SWOT analyses. Based on this, a best alternative was concluded to be feasible to implement. The design alternatives were demonstrated in capability by simulating the flower journey and they were evaluated on feasibility in a workshop with clients.
The conclusion that a business concept with a unified supply chain and automated vending points could be viable to implement in the floriculture sector means that further development of the designs into practical realisation is possible for actors in the sector. Comparable industries can also take the study as an indication of possibilities in their sector when combining a data-driven approach with centralized supply chain coordination.