RUNNING HEAD Focus Paper

Focus store: The Sleep Doctor

The competitor: Mattress World

Name

PID

Date

Introduction

On the first page, I created a multivariable analysis for my focus store and its competitor. I also created ten components to comparing and analyzing the performances of these two stores. The ten components are faithful employees, good price, various products, easy checkout, advertising, online shopping, and various levels of prices, wide aisles and consistency of departments respectively. In my point of view, I think the most two important components of the importance and performance ratings are the range of products and online shopping. Therefore, in the followings, I will discuss the reasons for my selection and why I give different scores for my focus store and its competitor.

Recommendation

The online shopping

Over the years, the electronic business has become more and more important not only in company's retailing but in people's life. Therefore, I think the online shopping store is also very important. It does not have the limitations on the regions and time. Customers can get the information as soon as companies publish the information. It is also time consuming for customers, people can browsing so many products they are interested in at short time and they do not need to waste time on the driving to local store and walking, they only need to click the mouse in their hands.

For this component, I gave the Sleep Doctor 9 points and 8 points for the Mattress World respectively. The only thing I think the Mattress World does not make as great as the Sleep Doctor is that advertising on its online shop. As we know that, the Sleep Doctor uses detailed images of their products for its advertising, the photos on its online shop are more informative. Therefore, for customers, the advertising photos online play an important and unique role in the electronic business. They will make decisions mainly depend on the adverting of the company.

Frankly speaking, the Sleep Doctor and Mattress World all make a good job on the online business. Therefore, their scores on this component were very similar.

Recommendations

From the multivariable analysis page, the Sleep Doctor got lower points on restrooms, various levels of prices, wide aisles, various products and easy checkout. I will make five recommendations for these aspects respectively.

Providing more advanced and comfortable shopping environment.

For this component, the Sleep Doctor store only got 2 points, because the Sleep Doctor store is located in the Meridian Mall, in the store, there is no restroom for customers. Customers should still walk like three minutes to the nearest one. It is inconvenience for customers. So providing more advanced and comfortable shopping environment is the recommendation for my focus store. It can build the in-store restrooms which can not only benefiting its employees but also customers.

Diversify the price levels

From my visits to the Sleep Doctor store, I made the conclusion that the average price of its products is nearly $35-40$, the price will be much higher for its upscale products. Somebody even think the ...