Week 4a - Defining Target Markets

 Armstrong Garden Centers  

Tree of Life Nursery  

 

I chose the garden shops because I took some horticulture classes last semester and I remember a lot about Armstrong Gardens. 

Armstrong Garden Center started in 1889 by John Armstrong. He started out growing Olive and Eucalyptus trees. In the 1920s, he was famous for roses, he bred over one hundred different varieties of roses. With an eye for the future, he opened a research and development department for his roses. In addition to the rose he was also developing other plants. He is responsible for the Boysenberry and the Snow Queen Nectarine, just to name a few.  

The Tree of Life Nursery began by propagating native California plants with the idea of returning native flora to California and to help with ecological restoration. They are dedicated to bringing native plants back to the land. They are used for both ecological restoration and landscaping.  

The target market for Armstrong Gardens is more for everybody. This is a company that will make your yard look pretty. The market for Tree of Life Nursery is very specific, California native plants and restoration projects. There might be some customer overlap, but given how different they are, I can't see there being too much overlap. I think this is because Tree of Life is about restoring natural, native plants back into California.

Armstrong Gardens might have a few plants that are native to the area that they serve but most of them are not.  

Both websites have a similar setup, and they are easy to navigate. Armstrong Gardens website is geared more towards landscape design. The tagline is Gardening without Guesswork. This company works with all types of plants, some native, most are not. I am not a fan of Armstrong Gardens website. They have a lot that’s going on, but it is easy to navigate. The Tree of Life website is calming. I think it is because of the background. It’s plain but it works for what they are going for.