University Report: Casa Verde - Phyto Partners and Segment Analysis

This report provides an analysis of Phyto Partners and segment analysis, focusing on the company Casa Verde, a start-up in the cannabis industry. The introduction highlights the evolving legal landscape of cannabis in the United States, detailing the shift from federal prohibition to state-level legalization for medical and recreational use. The report examines the factors driving this change, including new policy adoptions, evolving regulations, and pressure from state-level policies on federal laws. Casa Verde Capital, a key player in the cannabis industry, is then introduced, detailing its investments in various sectors, including media, technology, agriculture, and lifestyle. A segment analysis of Casa Verde follows, examining the company's products, market segments, and strategic marketing policies. The report explores the company's product offerings in the US and Canada, along with its diverse market segments, including dispensaries, vaporizers, and e-commerce platforms. The analysis emphasizes the importance of market segmentation for understanding the target audience and developing effective business strategies in the rapidly expanding cannabis market.

Running head: PHYTO PARTNERS AND SEGMENT ANALYSIS
Phyto Partners and Segment Analysis
Name of the University:
Name of the Student:
Author Note:

1Phyto Partners and Segment Analysis
Introduction:
The usage of Cannabis or Marijuana has been illegal in the country America for a very long
time. Under the Federal law, the possession of Cannabis is illegal and punishable, as propounded by
the Controlled Substance Act of 1970. According to this act, even the medical use of the same, in
spite of containing high potential use, was banned in the country. However, in the past few years,
the legalization of Marijuana, in various parts of the world, especially, the legalization of Cannabis
in Canada, has influenced the legal structure of the country. Therefore, although the medical and
recreational use of the Cannabis is banned, but at the state level, the use policies, regarding the
usage of Cannabis, for both Medical and recreational purpose, vary greatly. The medial use of the
Cannabis is legalised across 33states of the country including Columbia, and the recreational use of
the same is legalised over 10 states, including Colorado, Vermont and Washington. Further, the
policy is observing a rapid expansion. Recently, the state of Oklahoma, which was primarily known
for its conservative nature, saw the legalization of the medical usage of Marijuana, in the year 2018
(Grant. 2016). There are three factors that explain the legalization of Marijuana.
New Adoptions Add to the Legitimacy of Marijuana Reforms:
The changes in the adoption of the policies regarding the usage of marijuana and the
restrictions on the practice of the same, varies greatly from state to state. The US government has
viewed that the negative outcomes of the legalization of the, marijuana law, has got lessened with
time and with liberalization of the laws. Therefore, the state governments of the country is observed
to have been legalising the medical laws to practice a proper care treatment for the people of the
nation, and has observed that the legal changes of such kind has appeared to be more palatable and
less extreme to the inhabitants of the states, which has further made conservative countries like
Oklahoma, made the practice legal (Parker. 2018).

2Phyto Partners and Segment Analysis
Changes over Time:
Not all medical laws’, followed by then sates of the country are similar in the manner.
While, some of them have legalized the availability of the substance in the dispensaries, others have
made it leak to grow them, at the home yard for the same purpose. Therefore, over time it is seen
that the laws have become more restricted in some ways and less restricted in other ways (Parker.
2018). This shows that the practiced of the usage of the substance can be continued in many ways,
which has furthered the adoption of the marijuana laws in many of the states of the country.
State Adoptions Lead to Pressure to Change Federal Policies
The researches on policy jurisdiction, has shown that the incorporation of the marijuana law
in one jurisdiction, has influenced the changes in the policies and the adoption of the same, in the
other countries as well (Parker. 2018). Therefore, the continuous adoption of the same and the
changes in the state policies or the laws, have put a pressure on the federation law of the country
and t5he country is seen tri have made changes in its federation law, regarding the same.
Therefore, all these have led to the expansion of the usage of the substance across the
country many organizations have seen to have been marketing the products and gain extreme
profits. Therefore, in the following essay, the company, Casa Verde, a start- up company, of the
country America, with specialization on Cannabis industry, is reviewed and analysed and further, a
Segment Analysis on the same company has been presented.
Casa Verde Capital:
Casa Verde Capital is one of the dominant capital firm in the country, with its pivotal focus
on the Cannabis industry. However, along with this, the firm is also focusing upon the other related
business ventures. It is a start- up company which is specialised in the Cannabis industry, and now
expanding in the fields of growth capital, investments and seeds. The expansion of the industry is
supported by its investments in the fields of legal “pick and shovels”. The company has also

3Phyto Partners and Segment Analysis
invested into the media industry, communication industry and in the technology industry, with its
prime focus on content and publications. The company is also focusing upon the agricultural sector
of the country, by the production and sales of raw materials. It has included a sustainable approach
for this particular sector, by the production of fresh crops, which are enriched with nutrients (Grant.
2016). Casa Verde has also set its feet into the software and hardware industries and in the big data
analytics. It has also expanded a lifestyle section, in various parts of the country. Further, with its
focus on the health and wellness of the people of the country, the company is thriving, gaining a
niche in the market. It also provides, both raw materials and finished goods or products to the
dispensaries. Therefore, the business approaches included by the organization, has enabled the
company to gain its own position in the market, within a few years of time.
Segment Analysis of Casa Verde:
Market segmentation refers to the process of dividing the market that the company has
gained, or can gain, depending upon its potential customers and their products. In the segment
analysis, the characteristics of the products of the company and the characteristics of the potential
customers of the same have been analysed and discussed (Seigneur, Clarke, and Udell). On this
note, the strategic policies for marketing its products and also, the market interests, needs and
locations of the company is also reviewed. A segment analysis is important to be done by the
companies in order to take a better strategy, and to mark its target audience.
Therefore, in the following essay, the Segment Analysis of the company has been analysed.

4Phyto Partners and Segment Analysis
Opportunities for
Differentiation
Characteristics of the
Buyers
Industrial
Buyers-
Retail
environmeent,
Real Estat,
Cultivation,
Cannbis
Dispensaries
Household
Buyers-
Agricultural
Home
Producers
Distribution
channel-
Manufacturer
Wholee Saler
Retailer
End customer
Geographical
Location-
West
Hollywood,
Los Angeles,
California
Characteristics of the
Products
PHYSIACL SIZE-
2740 compnaies,
15 brands,
metrc, dutchie,
OXFORD
CANNABINOID,
GREEN TANK,
VANGST, grren bits,
trellis, Cannalysis, leadf
link, eaze, Miss Grass,
INDOSE,
Expanded both in-
USA and Canada
PRODUCT
FEATURES-
Vaporiser, Lifestyle, e-
commerce, Media,
Delivery, Dispensaries,
Inventory, Software,
Laboratory, Hardware,
Oil, Biophermaceutical
TECHNOLOGY
DESIGN-
Web analytics,
Softwares, Platform
INPUTS USED-
Raw materials,
Plantation,
Softwares and
Hardwares

5Phyto Partners and Segment Analysis
United States of America Canada
Dispensaries  
Cars 
Vaporisers  
Lifestyle  
Oil 
Hardware 
e- Commerce  
Biopharmaceutical
s
 
P
R
O
D
U
C
T
S

6Phyto Partners and Segment Analysis
References:
Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Parker, L.C., 2018. Emerald Skies Ahead: Ethics and Marketing Implications of the Cannabis
Industry (Doctoral dissertation, University of Southern California).
Seigneur, R.L., Clarke, B.M. and Udell, S.D., 2018. The Cannabis Industry Accounting and
Appraisal Guide: Indispensable Resources on Taxation, Financial Accounting, and the Appraisal of
Cannabis-Related Intellectual Property and Business Interests. Lulu Press, Inc.