Find and list all DIRECT competitors that sell hotdog and any INDIRECT competitors ( e.g. Coca Cola and the water industry) WHO MAY BE ABLE TO ENTER YOUR INDUSTRY AND MARKETS and for each research the following areas:
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* market share
* product lines
* Product/Service features
* pricing
* target markets
* supply chain
* distribution channels
* Marketing, advertising and social media strategies
* Promotions
* competitive advantage in the market place
* return policies
* How/Where do end users purchase the companies’ products
* Articles written about the company
You are required to call each competitor directly to gather information. You must document time of call, who you spoke to, their position in the company and a synopsis of what you learned in the call. Must make at least three attempts to call, and document each one.
The paper shall be typed, double-spaced with one-inch margins on ALL FOUR SIDES. All sources of data, quotes, and facts set forth in researched materials shall be numerically footnoted and each footnote shall be set forth in seriatim on a separate page titled, “END NOTES” which shall be numbered but does NOT count toward the FIVE-PAGE MINIMUM length of the analysis. A separate bibliography (after the End Notes) shall be made a part of the analysis but does NOT count toward the Four-PAGE
Running head: COMPETITIVE ANALYSIS 1
COMPETITIVE ANALYSIS 2
Healthe by Lighting Science
Healthe is a leading provider of circadian and biological lighting solutions. The company’s line of commercial and consumer products help regulating the body’s circadian clock, boosting performance, enhancing sleep and improving the quality of air. The company has a legacy of being involved in Lighting Science for a very long time. It also engages NASA researchers who spend years developing LED lighting technology for application biologically[footnoteRef:1]. Healthe’s lighting technology is largely being embraced as part of the standard for human-centric built environments. The technology is being adopted in homes, offices, schools, senior communities and in healthcare facilities[footnoteRef:2]. Some of the lights provided by the company are also specifically used for therapeutic purposes for patients with stress and or sleep disorders. [1:
Healthe Inc. (2019). Lamps & Bulbs: For a healthy home and a Healthy family. Retrieved 26 September 2019, from https://healthelighting.com/pages/lamps-and-bulbs
] [2: Healthe Inc. (2019). Lamps & Bulbs: For a healthy home and a Healthy family. Retrieved 26 September 2019, from https://healthelighting.com/pages/lamps-and-bulbs]
Market Share
Determining the market share for the company proved to be quite a challenge since there is no data on the industry that is available to the public. Additionally, there were no responses to requests for information from the company. Calls made to the phone numbers provided on the company’s website did not yield any results. A customer care agent who promised to get back within 3 hours answered the first call but she did not get back as promised. Subsequent calls, which were made on separate days, were not answered. It is likely that the company was not willing to share its internal information. Healthe by Lighting Science is one of the leading companies in the sleeping industry especially when it comes to production and selling of lighting equipment that are meant to provide certain special conditions.
Product Lines
The main product line for Healthe by Lighting Science that is related to the IP product are its lamps and bulbs that are designed to help with controlling sleeping patterns. The lights vary from bulbs that are intended to be on fixed locations to lamps that can be moved around [footnoteRef:3]. Their sleeping lights such as the 480 Lighting are designed in different shapes and with different qualities. The company sells a range of bulbs and lights that can be used in reading rooms, sleeping areas, and in rooms that are prepared for medical reasons. The most prominent of the company’s products are its LED lamps that are customized to aid in healthy sleeping. The lamps can be used to schedule sleeping time as well as waking time. Therefore, given the fact that the company has offices in different states in the United States, it is likely that it has a sizeable market share. It could easily be the leading company in the sleeping industry, lighting segment in the United States. [3: Healthe Inc. (2019). Lamps & Bulbs: For a healthy home and a Healthy family. Retrieved 26 September 2019, from https://healthelighting.com/pages/lamps-and-bulbs]
Pricing
The pricing of Healthe by Lighting Science’s products ranges from as low as $12.99 for a Goodnight, sleep enhancing A19 LED Bulb, to as high as $99.99 for Journi Mobile Task Light. They are all products that are meant to enhance the quality of our sleep.
Target Markets
The target market for Healthe’s products is wide and includes offices where light can be used to create special conditions suitable for working. It also targets individuals in their homes who want create conducive sleeping environments in their homes. Healthe’s lights create conducive reading conditions and can be used in different settings like libraries. Products from the company have the hospitality industry as one of its target markets as well. The system improves the quality of sleep for everybody and productivity is improved when people get optimum sleep of at least 7 hours a day. It also targets healthcare and social services where it can be applied to therapeutic treatment of sleep disorder and depression. Healthe also targets offices that need to create a certain working environment for employees. The lights sold by the company have the ability to create a desired environment in which doing certain types of work is suitable[footnoteRef:4]. Schools are also target markets for the company since their products can be used to create suitable studying environment for students. [4:
Duncan, A. (2019). A Bedside Lamp Designed to Help You Sleep Better. Retrieved 26 September 2019, from
The company’s supply chain is quite elaborate. The company has offices and stores in different states in the United States. Products can be bought from the stores located in different parts of the country. The company also sells its products online where purchased products are sent to customers to their addresses. Through online selling, the company also distributes its products internationally to specific locations. The company’s online shop can be accessed through this link: https://healthelighting.com/collections/shop
Distribution Channels
The company distributes its products through its several stores all over the United States. Distribution is also done through online sales that are shipped to customers both in the United States and in other countries around the world.
Competitive advantage in the Market Place
Given the company’s name recognition and the exposure that it has received from the media, it has some competitive advantage associated with its name. When one searches online for companies in the sleep industry, its name shows up from the search results among the first ones.
Return Policies
The company only allows for the return of products if they are found to be damaged and the damage can be attributed to manufacturer’s fault.
How/Where, end users purchase products
Users can purchase products online or from physical stores in different states in the U.S. where the company has offices and stores.
Articles Written about the Company
The company has been featured in the media extensively and the links below show some of the coverage[footnoteRef:5]. [5:
Fitzgerald, R., & Stekr, K. (2018). Home Health Aid. LD+A Magazine, 30. Retrieved from •
Casper is a sleep company that produces and sells sleep related products such as mattresses, pillows, bedframes, beddings, and glow light. The glow light aids in sleeping better[footnoteRef:6]. The light can be used to control sleeping hours and regulate when one goes to sleep and wakes up. The glow light is portable and can be used without being plugged in a power source. [6:
Casper. (2019). The Casper Glow – a magical light for a better sleep | Casper®. Retrieved 28 September 2019, from https://casper.com/glow-light/
]
Market Share
Casper is a main player in the sleep industry. However, its Glow Light, which is the interest of the analysis, is not a product that the company is most known about. The company’s market share cannot be determined in the sleeping light segment of the industry. This is mainly due to the fact statistics on sleeping light sales by different companies in the industry are scanty. It is not in the public domain how many of them have been sold and most of the companies do not have the annual reports in public.
Product Lines
The company has a range of product lines that include Casper mattresses, pillows, bedframes, beddings, and Glow Light. The Glow light, which is the focus of the analysis, comes in just two variations.
Pricing
Casper Glow Lights have their prices start from $129[footnoteRef:7]. Given that the lights come in two options only, it implies that there is only one other price. [7: Casper. (2019). The Casper Glow – a magical light for a better sleep | Casper®. Retrieved 28 September 2019, from https://casper.com/glow-light/
]
Target Markets
The target market for Casper with its Glow Light product is mainly households that need to improve their sleeping patterns and the quality of their sleep. The product can also target the hospitality industry where it can be used in hotel rooms and in guesthouses[footnoteRef:8]. There is no information indicating that the product can be used for therapeutic treatments. [8: Duncan, A. (2019). A Bedside Lamp Designed to Help You Sleep Better. Retrieved 26 September 2019, from https://www.wsj.com/articles/a-bedside-lamp-designed-to-help-you-sleep-better-11561053322
]
Supply Chain
Casper does not have public information on their supply chain. However, the company’s CEO Gabe Flateman says they have a lot of custom software The company sells the products online from where they are shipped to buyers. A few stores are affiliated to the company and they sell the products in different parts of the country.
Distribution Channels
The company’s distribution channels include online sales and shipping the products to customers through shipping companies. The company also sells its products through selected stores and its own stores in different parts of the world.
Competitive advantage in the Market Place
The company’s competitive advantage comes from its brand name. The company has been in the sleeping industry for a long time. Therefore, given its brand recognition from its other products, the company has an upper hand with customers who are already using its other products in their bedrooms. Since its other products are considered to be of high quality, it is likely that customers will consider its lighting products to be equally of high quality.
Return Policies
The company’s return policy allows customers to return products that have manufacturer’s faults or those that may be damaged before they reach the customer. The company replaces the returned products.
How/Where, end users purchase products
The products are purchased online and in selected stores around the country. The company has an online platform on its website where customers can place their orders and pay for them online.
Articles Written about the Company
The company has been highlighted in the media and had some of its products reviewed. Most of the media coverage is on the company’s other products such as the mattresses and the pillows. The links below show some of the media coverage.
Dodow is a lighting device that has been designed to help people sleep faster. The device works to balance the vicious cycle of stress and anxiety in the nervous system that keeps people awake. The lighting system helps people to control their breath and to stop thinking about things that keep them awake. The product is designed to help people sleep under different circumstances including in noisy places and people who are under different mental states that can affect sleep.
Market Share
The exact market share in the sleeping industry that Dodow commands is not clear. However, the product is currently in use by more than 526,794 people. Given that the sleep industry is competitive and other devices that perform the same function exist, the company has a sizeable market share as the market continues to grow.
Product lines
Dodow does not have several product lines. The company only has one product known as the Dodow. A small gadget that uses dry cell batteries for power. It creates a conducive state of mind for one to be able to sleep.
Pricing
The price of Dodow goes at $59.0 each.
Target Market
The target market for Dodow is wide as the product targets everybody who needs to get a good sleep. The product is not used for therapy or for any medicinal value. Therefore, the product is for everybody and does not have a specific target market.
Supply Chain
The product is sold through major retailers such as Amazon and Wal-Mart. The product is also sold through the company’s website where a buyer can place an order and have it shipped.
Distribution Channels
The distribution channels are online and through major retailers such as Wal-Mart who stock the product in their stores.
Competitive Advantage in the Marketplace
The competitive advantage for the company is the fact that its products are meant for everybody who wants to improve their sleeping patterns.
Return Policies
The company’s return policy states that you have 100 days to return your product once it is provided with the packaging and its contents have not been damaged.
As one of the world’s largest LED lighting manufacturers, GE Lighting is the lighting division of General Electric and specializes in creating optimal lighting solutions for homes. GE LED light bulbs are known for their high energy savings and durability. C by GE is a line of smart lighting products, having the functions, features and voice control of Amazon Alexa. These range of smart lamps have features such as visual timers and sleep/wake cycle support and can be controlled by voice. In 2015, GE launched TriGain technology which gives unmatchable colors to LED displays. In the same year, the company announced Current, which is an internal startup aimed at combining lighting, digital, solar and energy management technologies.
Market Share
The market share of GE lighting is 9.14 a share. As of today, it has been up +0.080 (0.88%).
Product lines
GE lighting has many products such as GE HD realx lightbulbs (with different watts), refresh HD lightbulbs, and Relax HD+ lightbulbs.
Pricing
The price of a GE Light is as low as 17.99, high up to $199.99!
Target Market
The target market for GE lighting are people who prefer a specific lighting in homes, offices, or even while they are asleep so they can have the result of feeling energetic and relaxed throughout their days.
Supply Chain
There are not many details about GE’s plan to acquire companies to improve its supply chain. We only know that the the plan speaks to GE’s serious imperative to overhaul its supply chain.
GE’s additive manufacturing segment launched in 2016 and, according to an investor update, it’s doing so well that it’s a main focus for company growth. GE believes additive manufacturing cuts costs and allows for a more agile supply chain, greater productivity and more creative solutions. GE is so confident in additive manufacturing that it’s targeting $1 billion in revenue by 2020.
That’s a statement on the state of manufacturing: it suggests a shift from conventional to additive, and it gives more credence to small-parts manufacturers and tech startups seeking to disrupt the small-part manufacturing space.
Distribution Channels
GE lightings’ distribution channels are major retailers’ sites such as Amazon, Walmart, Truevalue, etc depending on your location. You can search for stores near as well as retailers online to buy their products from by using their website, gelighting.com for the bets prices on different sites.
Competitive Advantage in the Marketplace
The competitive advantage this company has it that it has been around for over a decade. People have already heard of this companies and it has proved that their products work and or beneficial to the specific consumers, who are looking for a sleeping aid light.
Return Policies
The company’s return policy is the product must be returned within 10 days of receiving the RMA number and the shipping box must be clearly mark with the RMA number.
How/Where, end users purchase products
The products are purchased online and in stores around your area, Tou can search for these stores thorough GE lightings’ official website.
Articles Written about the Company
Nick. (2019, May 28). Top 10 Largest LED Lighting Manufacturers in 2019: Global LED Market. Retrieved from
Osram Opto Semiconductors is a subsidiary of Osram and specializes in the design and manufacturing of opto-semiconductor products including light emitting diodes (LEDs). The company use their extensive technological know-how to produce high quality products in the field of LED lighting, visualization and sensor technology. Osram LED general lighting is used in variety of applications including indoor, outdoor, horticulture and human centric lighting. Osram’s human centric lighting products helps in creating lighting that replicates natural daylight, thereby enhancing a person’s performance, comfort, health and wellbeing. The company also offers digital lighting systems that helps customers deliver smart building and IoT projects.
Market Share
The market share of Osram is 40.08 EUR a share. As of today it is up 0.02 (0.05%).
Product lines
Osram has many products such as LED (light emitting diodes), Emitters, laser, sensors, Led light engines and modules, and more! This company has grown so large that they have more than one target market and continues to flourish every year!
Pricing
The price of a Osram products ranges from as low as $100 to thousands of dollars depending on your preferred product!
Target Market
The target market for Osram are people with automotive, work issues due to the lack of sleep, business owners, and more! They sell to various people.
Supply Chain
Although there is no detailed information about OSRAM supply chain process. OSRAM has a concise Code of Conduct for Suppliers which basis the most important international standards and conventions and also provides a clear summary of their fundamental values. It has been signed by our suppliers throughout the world.
Distribution Channels
The distribution channels for Osram starts online. You would go on their website and contact them about purchasing specific items. For specific items they have brochure, in which you can download, to show you more information about your inquiry and how to obtain them.
Competitive Advantage in the Marketplace
The competitive advantage this company has it that it has been around for over three decades. They are thriving in the lighting industry and they are known for various of things due the fact, they have more than one target market!
Return Policies
This company has a warranty claim and there steps are to pack the lamp securely for transport, include the receipt or invoice in the package, place the complete customer complaint form written letter into the carton, seal the package, and then send it off to them.
How/Where, end users purchase products
The products are purchased over the phone as you get in contact with them about the product your inquiring about and answer a few questions.
Articles Written about the Company
Nick. (2019, May 28). Top 10 Largest LED Lighting Manufacturers in 2019: Global LED Market. Retrieved from https://blog.technavio.com/blog/top-10-largest-led-lighting-manufacturers.
Philips Smart Sleep
With the SmartSleep Connected Sleep and Wake-Up Light and the SleepMapper app you can set multiple alarms, choose wake-up themes, select light intensity, and control your sounds and radio. The app also shows your environmental data and can track your time spent in bed. Connecting to your iOS or Android device gives you total control of your experience. Philips SmartSleep aims to improve the lives of millions of consumers. The suite of solutions provides will address sleep issues ranging from difficulty falling asleep to snoring, to simply not getting enough quality sleep.
Market Share
The market share of Philips is 43.49 USD a share. As of today it is up 0.080 (0.18%).
Product lines
Philips Smartsleep has many products such as the Philips wake-up light therapy, Philips Somneo, Philips snoring relief band, and the Philips deep sleep headband.
Pricing
Philips Smartsleep prducts price ranges from $49.99 to $400 depending on the product you buy!
Target Market
The target market for Philips Smartsleep are people who has sleep issues ranging from difficulty falling asleep to snoring, to simply not getting enough quality sleep.
Supply Chain
Philips Smartsleep has little to no details /information on how their products supply chain process work.
Distribution Channels
The distribution channels for Philips Smartsleep are online, in store, retailers, and more. As soon as you type in “philips smartsleep” into google, their products pops up with their different prices.
Competitive Advantage in the Marketplace
The competitive advantage this company has is its name. Philips is a well-known company in which also, has various target market. They decided to launch this product this year, in September, and have been doing great every since!
Return Policies
The company’s return policy is if you are not satisfied with your product within 30 days they will refund your purchase after you send the product back to them.
How/Where, end users purchase products
The products are purchased online and in stores.
Articles Written about the Company
SmartSleep Connected Sleep and Wake-Up Light. (n.d.). Retrieved from
The rising and setting of the sun is one of the few constants in our daily lives. This circadian rhythm regulates each cell in our body and impacts our mood, energy and sleep. We use LED technology to replicate daylight to super charge your health.
Market Share
The market share of Circadian Optics is 43.49 USD a share. As of today it is up 0.080 (0.18%).
Product lines
Circadian Optic product lines are there different type of lamps such as: Luxy, Lumine, Lampu, Lattis. These lamps are in different shapes and sizes and gives off different amount of energy and light.
Pricing
Circadian Optics lamps ranges from $34.99 to $59.99.
Target Market
The target market for Circadian Optics are consumers who wants to better their quality of sleep, boost their energy levels, or improve their mood throughout the day.
Supply Chain
Circadian Optics not have public information on their supply chain.
Distribution Channels
The distribution channels for Circadian Optics are online, on their website, and large retailers’ sites such as Amazon and Walmart.
Competitive Advantage in the Marketplace
The competitive advantage this company has is its product design and the straightforward goal of their product. Circadian Optics make it clear that their product is advertised as a means of regulating sleep, boosting energy levels, and improving a person’s general mood.
Return Policies
The company products come with a two-year warranty. Therefore, during the limited warranty period, circadian optics will, at its option repair or replace defective parts of the product, at no charge to the customer.
How/Where, end users purchase products
The products are purchased online and in stores around your local area.
Articles Written about the Company
Castro, D. (2019, October 6). Circadian Optics: 5 Fast Facts You Need to Know. Retrieved from https://heavy.com/entertainment/2019/10/circadian-optics-shark-tank/.
References
Casper. (2019). The Casper Glow – a magical light for a better sleep | Casper®. Retrieved 28 September 2019, from https://casper.com/glow-light/
Duncan, A. (2019). A Bedside Lamp Designed to Help You Sleep Better. Retrieved 26 September 2019, from https://www.wsj.com/articles/a-bedside-lamp-designed-to-help-you-sleep-better-11561053322
Fitzgerald, R., & Stekr, K. (2018). Home Health Aid. LD+A Magazine, 30. Retrieved from • https://cdn.shopify.com/s/files/1/0774/5259/files/LDA_2018-Oct_LSG ?4464348940095029144
Healthe Inc. (2019). Lamps & Bulbs: For a healthy home and a Healthy family. Retrieved 26 September 2019, from https://healthelighting.com/pages/lamps-and-bulbs
Muto, J., & Breen, K. (2017). 25 innovative new products that will help you fall asleep — and stay asleep. Retrieved from https://www.today.com/shop/sleep-series-t116582
Nick. (2019, May 28). Top 10 Largest LED Lighting Manufacturers in 2019: Global LED Market. Retrieved from https://blog.technavio.com/blog/top-10-largest-led-lighting-manufacturers.
Home Lighting, Smart LED Bulbs & Lighting Inspiration: GE Lighting. (n.d.). Retrieved from
https://www.gelighting.com/
.
Patrick, K. (2017, November 15). GE aims to reduce inventory, manage supply chain ‘rigorously’. Retrieved from https://www.supplychaindive.com/news/ge-reduce-inventory-manage-supply-chain-rigorously/510927/.
#TheNewOSRAMConnecting people and devices with light. (n.d.). Retrieved from
https://www.osram.com/cb/index.jsp
.
SmartSleep Connected Sleep and Wake-Up Light. (n.d.). Retrieved from
Circadian Optics I As Seen On Shark Tank: Turn On Your Day. (n.d.). Retrieved from https://www.circadianoptics.com/.SJW3P5pCaddLa_1m5LVVkOkqSpHAWymrYYxoC17wQAvD_BwE&gclsrc=aw.ds.
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