$2.$ Do a basic five forces analysis for the retail cut flower industry in London $($remember it is a smaller industry bracket we are isolating here $-$ not the broader floral industry idea and the central rivalry box is limited to retail outlets within London$)?$ Based on this provide specific suggestions for Janet here?Janet Walsh is the founder and manager of $$Mayfair Flowers$,$ a specialist event florist that does most of its business in the City of London. Janet started her business after being made redundant from her work as a manager in a major investment bank in the City. During her time as an accounts manager Janet was often involved in organizing Christmas events and other parties for her employer. This brought her into contact with florists who provided flowers and floral arrangements for the event. She discovered that she enjoyed picking designs and overseeing the floral arrangements. After her exit from the bank, Janet decided to start her own business specializing in events for the corporate and business sector. Using her contacts in the City she obtained her first contracts. From this small beginning in $2014$ Janet$$s business has grown and prospered, built on repeat business from satisfied clients, and word$-$of$-$mouth that has helped her gain new clients, all the time keeping attention on the corporate and business sector. Notwithstanding competition from other companies which provide a similar service in the London metropolitan area, Mayfair Flowers$$ growth has been strong; in fact, it has been so strong that Janet has been forced to taken on an assistant to deal with increasing demand. She is now also considering a move to a larger space to accommodate the volume of business and is negotiating opening another florist shop in the West End for walk$-$in customers. She knows she will have to hire more people, who will hopefully see how Mayfair flower operates and make contributions to not only operations, but also appreciate how she has crafted a purpose of excellence at Mayfair Flowers.

The operations of Mayfair Flowers are straightforward. Janet Walsh visits potential clients$$ premises to discuss their requirements and evaluate the space and layout where the floral installation will be placed. Once price and terms are agreed, Janet enters the booking into her schedule. Two days before the event she makes her way to the Covent Garden flower market, the major London wholesale market where fresh cut flowers are on sale from all over the world. While selecting flowers, Janet is particularly careful to purchase flowers that will bloom on the day of the event, thereby ensuring maximum impact for the floral presentation. Walking from store to store in the market, Janet selects flowers that meet the client$$s specific request, and on occasions when asked to exercise her design talents, she procures flowers that will be used in her own imaginative floral arrangements. Janet has been observing franchise outlets that have a strong support and training system and also raise capital through offering franchise agreements. She does not want to join them though...she wants Mayfair flowers to remain unique.