Competitive Shop AnalysisBy S.W.O.T. Team

Agent Brown Agent Gao Agent WagnerAgent Jernigan

The Mattress Industry It is a profitable business and the spending related to sleep has increased 8.8% annually since 2008,

peaking at 32 billion in 2012.

Over 500 mattress manufacturers in the U.S., with many of them being independent, local, and regional private companies.

Mattress shopping is completely different today than how it was traditionally. In the past, people would go into a store and pick a mattress from a large stack. Mattress Firm changed that when we decided to set up a showroom and have the guests try out their mattress preferences. Today, Mattress firm is America’s number one mattress retailer, but Mattress Firm only holds 8% of the relative market share and of that only captures 1% of its business.

Thesis

Based on the S.W.O.T. analysis people should choose Mattress Firm over the competition due to our buying process, and our exemplary guest service.

SWOT analysis - Mattress Firm

Strengths- Guest service- Buying process

Weaknesses- Inconsistency

Opportunity- Follow buying process to make the guest experience universal

Threat- Tainting of Mattress Firm as a company

SWOT Analysis - Bed R Mattress

Strengths:-Product Demos-Product Knowledge/Store Story

Weaknesses:-No smart discounting, few name brands

Opportunities:-Name brands/Temperpedic

Threats:-Restonic brand

Bed R Mattress Pictures

SWOT analysis – Macy’s

Strengths- Half firm & half soft mattress, provides convenience when shopping brands- Easy to navigate the store- Same sale for everything, extra $100 off Macy’s card.

Weaknesses- Poor sales presentation (few qualifying questions & no closing)- Not very helpful- No sense of urgency or incentive provided

Opportunity- Emphasize our sales presentation

Threat- Name brand recognition and convenience

Macy’s Pictures

SWOT analysis – Haverty’s

Strengths - Knowledge of the product - Sales process and rapport building

Weaknesses - 15% restocking fee for coiled mattresses - 3-day comfort trial for coiled, 90-day for memory foam

Opportunity - Value building in our guarantees

Threat - Aggressive closing tactics

Haverty’s Pictures

SWOT analysis - MattressPlus

Strengths: - Small business with aggressive sales tactics - Meeting the owner - Rapport building

Weaknesses: - Overall store appearance - Poor financing options - Delayed service - Low advertising budget

Opportunity: - Continue to keep our store neat and greet our guests in a timely

manner

Threat: - The manner in which they talk about MattressFirm

MattressPlus Pictures

SWOT analysis - MattressUSA

Strengths - Excellent sales presentation - Family owned - Attempted to discredit MattressFirm in a respectful way - The salesman took his time and built value - Offered closing incentives

Weaknesses - Low advertising budget

Opportunity - Advertise more to obtain more guests

Threat - Sales process and rapport building

MattressUSA Pictures

Overcoming Objections

Mattress Firm mattresses are overpriced◦ Markup is based on market competition◦ Mattress Firm has quality mattresses at every price point

Mattress Firm sells used mattresses◦ Clearance centers

Mattress Firm only tries to sell Tempur-Pedic◦ The benefits of a Temperpedic

Don’t bash competition

Conclusion

The SWOT analysis shows people should choose Mattress Firm over the competition.The Buying Process

Helped over a million guests sleep happy last year

Our guest service◦Guarantees