Analysis for Electronic BlanketsExample For Free - Free Essay Example

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A Competitive Analysis for Morphy Richards Electronic Blankets Executive Summary à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦..à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 2 Morphy Richards à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦..à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 4 The Competitive Landscape à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬  ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦..à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.. 4 Summary à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 11 Bibliography à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 12 Ex ecutive Summary The United Kingdom represents the largest market in Europe for users of electronic blankets, followed by Germany, Italy, The Netherlands, France, Spain, Scandnavia, and Austria as significant markets. The electric blanket market has been experiencing a decline in usage and sales since a high point of 1,200,000 units sold in the United Kingdom in 1985. Don’t waste time! Our writers will create an original "Analysis for Electronic BlanketsExample For Free" essay for you Create order The average yearly nits sales for this consumer utility item averaged approximately 1,000,000 units during the 1980à ¢Ã¢â€š ¬Ã¢â€ž ¢s through early 1990à ¢Ã¢â€š ¬Ã¢â€ž ¢s, declining to the present average of an estimated 800,000 units starting in 1994 forward. The drop in unit sales is attributable to improved installation materials as well as the utilization of central heating in home and apartment construction. Chart 1 à ¢Ã¢â€š ¬Ã¢â‚¬Å" Electronic Blanket Sales in Europe Source: UK Government Consumer Safety Research, 2000 Sales of Electric Blankets 1997 United Kingdom 800,000 Germany 400,000 Italy 350,000 Netherlands 150,000 France 150,000 Spain 150,000 Scandnavia 50,000 Austria 50,000 Remainder of Europe 150,000 Total sales 2,250,000 The utilization rate of electric blankets in the United Kingdom averages an approximated 1.7 units per each one hundred thousand of population, with the trend showing the use of over blankets representing an approximated 85% of total sales. Chart 2 à ¢Ã¢â€š ¬Ã¢â‚¬Å" Electric Blanket Units Sales Trends Source: UK Government Consumer Safety Research, 2000 1980 1990 1998 Over Blankets 5,000,000 4,000,000 3,000,000 Under Blankets 400,000 500,000 500,000 Total Sales 5,400,000 4,500,000 3,500,000 Electric blankets are estimated to have a product life cycle duration of between 10 to 15 years, with some lasting as long as 15 to 20 years and replacement cycle estimated to be around 7 to 8 years (UK Government Consumer Safety Research, 2000). The sales of electronically heated duvets has cut into the sales of electric blankets as a result of their utility in terms of style and ability to remain in place through changes of sheets, as well as the limited propensity to acquire dirt. The primary target consumer group for the sale of electric blankets are adults aged 60 years plus, with the secondary market represented by adults aged 35 through 55 years (UK Government Consumer Safety Research, 2000). The utilization of electric blankets begins in October, representing approximately 50%, through March, representing 42%, with December and January usage estimated as close to 100%. The major manufacturers of electric blankets in the United Kingdom are as follows (UK Government Consumer Safety Research, 2000): CozeeComfort Burco dean Appliances Dreamland/Breville Winterwam Imetec (Italy) Sunbeam (United States) Morphy Richards The sector is extremely price competitive, with retail prices ranging from  £5.51 through  £85. Morphy Richards Morphy Richards was established in 1936 by Donal Morphy and Charles Richards and represents one of the better known as well as respected manufacturers of electric blanket products as a result of the companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s attention to quality (Morphy Richards, 2005). The company is able to compete successfully in a price conscious market as a result if its attention to manufacturing efficiencies that reduce per unit costs (Rowtex.com, 2005). The company produces a broad range of consumer products, ranging from: Toasters Irons Fryers Coffee Makers Sandwich Toasters Kettles Electric Blankets Vacuum Cleaners Trouser Presses The company is presently a subsidiary of Throgmorton Trust and has expanded its product lines to include portable televisions as well as other innovative electric products. The Competitive Landscape The declining state of the electric blanket unit sales, along with the price sensitive nature of the sector and high number of manufacturers provides consumers with a wide range of product types as well as prices to select from. The following details the major competitors along with the prices and features of their offerings (Abcaz, 2005): Morphy Richards Underblanket  £59.99 Features Quited cotton Fitted Extra foot warmth conditioning Dual controls à ¢Ã¢â€š ¬Ã¢â‚¬Å" detachable Programmable timer with on and off controls Temperature sensing Variable heat setting controls Heats up in 10 minutes Overheat protective system Storage bag for Summer Washable by machine 190 by 137cm BEAB approval 3 year guarantee Underblanket  £39.99 Features Quilted Cotton Fitted Extra foot warmth conditioning Programmable timer with on and off controls Sleep button setting Temperature sensing Variable heat setting controls Heats up in 10 minutes Overheat protective system Storage bag for Summer Washable by machine 190 by 91cm BEAB approval 3 year guarantee Slumberland Underblanket  £39.99 Features Dual Controls Quilted printed polyester 9 heat settings 40 minute estimated pre-hat time Overheat protective system 150 by 140cm Washable by machine 3 year guarantee Underblanket  £24.99 Features Quilted printed polyester Standard timer system 9 heat settings Overheat protective system 150 by 80cm Washable by machine 3 year guarantee Dreamland Underblanket  £39.99 Features Eyelets and ties to secure to mattress Extra foot warmth conditioning Detachable single control 10 minute heat up Countdown timer 9 heat settings 10 saftey systems Re-Heat settings All night usage Maintains pre-set temperature setting Overnight protective system 160 by 122cm 3 year guarantee Overblanket  £44.50 Features Extra foot warmth conditioning Acrylic and polyester Single detachable control 9 heat settings 10 minute heat up All night use 180 by 135cm Washable by machine 3 year guarantee Underblanket  £24.50 Features Polyester Extra foor warmth conditioning Single detachable control Standard timer 6 heat settings 40 minute heat up time Overnight protective system All night usage Eyelets and ties for mattress 153 by 120cm Washable by machine 3 year guarantee Heated Mattress Cover  £69.99 Features Fully Fitted Soft Fleece custioning Extra foot warm conditioning Dual detachable controls Countdown timer 9 heat settings 10 minute heat up All night usage Pre heat setting 200 by 150cm Washable by machine 3 year guarantee Underblanket  £59.99 Features Polyester Extra foor warmth conditioning Detachable dual control system 10 minute heat up Countdown timer 9 heat settings Pre-heat settings All night usage Maintains pre-set temperature Overnight protective system Eyelets and ties to secure to mattress 160 by 150cm Washable by machine 3 year guarantee Underblanket  £29.99 Features Extra foot warmth conditioning Detachable control Countdown timer 9 heat settings 10 safety systems Pre-heat settings Holds pre-set temperature All night use 150 vy 80cm Washable by machine 3 year guarantee Everwarm Underblanket  £17.75 Features Polyester Tie downs of nylon Single control All night use 3 heat settings Overheat protective system 122 by 107CM 1 year guarantee The preceding competitive examples indicate a strong similarity of features with Morphy Richards offering cotton finish, BEAB approval, standard 10 minute heat up time, storage bag, fully fitted design and variable settings at prices lower than comparable products. The Morphy Richards product offering successfully compete with other manufacturers in every range of features and pricing value. Summary The highly competitive electric blanket landscape is filled competitive selections, however Morphy Richards offers the most value and features for a comparative price. Dreamlandà ¢Ã¢â€š ¬Ã¢â€ž ¢s Underblankets, priced at  £39.99 and  £24.50 are the best alternate selections, however their underblankets are made of polyester instead of 100% cotton. Cotton is a superior material as a result of its ability to breathe and its more uniform heat dispersion. Clearly, Morphy Richards offers superior materials and features to competitive brands in this market segment. Dre amlandà ¢Ã¢â€š ¬Ã¢â€ž ¢s tends to match Morphy Richards in terms of providing a wider range of product offerings which might tend to seem that their products are equal to or superior, however a close look at the features reveals this is a marketing tactic. The other consideration is that Morphy Richards cotton construction offers great durability over the life cycle of the product and represents a counter marketing feature to be utilized to combat à ¢Ã¢â€š ¬Ã‹Å"me tooà ¢Ã¢â€š ¬Ã¢â€ž ¢ brands. Bibliography Abcaz. 2005. Electric Blankets. https://homewares.abcaz.co.uk/4_600/electric-blankets.html Morphy Richards. 2005. About Morphy Richards. https://www.morphyrichards.co.uk/wizz400/index.pl?REFID=7cffHHj5tY0ccA58TY7x67999%t7BYq7FTy600wrwtfp8oeusjjei54548ertytsafgw47ORPGM=aboutUsORPGT=perlORLID=ENG Rowtex.com. 2005. Morphy Richards. https://www.rowtex.co.uk/morphy/ UK Consumer Safety Research. 2000. Electric Blanket Fires Related Injuries. UK Department of Trade and Industry