Website:

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Article:

1.​ INTRODUCTION OF Casper Sleep Inc

Marketing the One Perfect Mattress for
Everyone CASE SOLUTION
The Harvard business review has published the Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone Case Study. Like all HBR case studies, the Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone Case is designed and drafted in a manner
to allow the reader to experience a real-world problem and solve it accordingly. The case
study, like other HBR case studies, will help the reader and students develop a broader, and
a clearer understanding of the business world and dynamics.
The Casper Sleep Inc Marketing the One Perfect Mattress for Everyone Case is based on a
current managerial and strategic problem being faced by the organization, which must be
solved tactfully to allow progression, as well as maintain a competitive position. This paper
is written to facilitate the case solution for the Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone Case Study.
The case solution for the Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone Case Study first identifies the central issue that is elaborated on throughout the
case. The case solution then analyses the case through relevant strategic models and tools
including the SWOT Analysis, Porter Five Forces Analysis, PESTEL Analysis, VRIO
analysis, Value Chain Analysis, BCG Matrix analysis, Ansoff Matrix analysis, and the
Marketing Mix analysis. This analysis is to help in the identification of a feasible strategy
and solution for the Casper Sleep Inc Marketing the One Perfect Mattress for Everyone
Case Study. Alternative solutions are also proposed in the case solution, primarily because
alternative solutions often act as contingency plans.

2. PROBLEM IDENTIFICATION
2.1. Harvard business school case studies
All case studies published by the Harvard business review comprise of a central problem
that is faced by the protagonist. This problem mostly holds implications for managerial and
strategic directions of the company. For readers and students of HBR case studies, it is
critical to identify the problem that the Casper Sleep Inc Marketing the One Perfect Mattress
for Everyone faces. This problem is usually hinted towards in the introduction of the case
and develops along the way.

2.2. Solving HBS case studies

As a result, for solving the Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone case, it is essential to read the case study thoroughly. The identification of the
problem correctly is vital for undergoing the analysis rightly, and for developing relevant
solutions for the Casper Sleep Inc Marketing the One Perfect Mattress for Everyone Case
Study. It is also essential to identify all the appropriate parties that are being impacted by
the problem as well as the decision. The correct problem identification will ensure that all
the solutions developed during the case analysis of the Casper Sleep Inc Marketing the
One Perfect Mattress for Everyone Case Study are applicable and pragmatic.

EXTERNAL ENVIRONMENT ANALYSIS

The external environment analysis is needed for the Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone Case Study to make sure that it actively, and proactively
responds to the macro-environment. The macro environment or the external environment
for the Casper Sleep Inc Marketing the One Perfect Mattress for Everyone Case includes
those factors which are not in control of the business or the company directly. As a result:

●​ The Casper Sleep Inc Marketing the One Perfect Mattress for Everyone cannot
influence these factors in its favour, and in contrast, these factors directly affect the
operations and workings of the company.
●​ As a result, Casper Sleep Inc Marketing the One Perfect Mattress for Everyone must
make sure to continually assess and review the external environment to make sure
that it responds to external factors, and take them into account, during strategic
decisions, and strategy devising.​
Businesses like Casper Sleep Inc Marketing the One Perfect Mattress for Everyone
make use of strategic model tools continually to make sure that they are aware of the
external environment.
●​ These include tools like the pestle analysis and Porter’s five force model, as well as
strategic group analysis and pentagonal analysis, to name a few.​
The external analysis for the Casper Sleep Inc Marketing the One Perfect Mattress
for Everyone Case Study will assess and will apply the strategic models and tools to
review the business environment for the company.PESTEL Analysis

3.1.1. Political
Political factors and elements can have a direct and indirect impact on the business. This is
seen through the Casper Sleep Inc Marketing the One Perfect Mattress for Everyone Case
Study.
3.1.1.1. Policy Makings

●​ Policymakers for the Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone Case are in all likelihood to intervene in the business surroundings.
●​ Commercial restrictions and political stability are additionally integral factors that will
determine the success or failure of Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone.

3.1.1.2. Taxation

●​ Tax policy will influence the cost of doing business for Casper Sleep Inc Marketing
the One Perfect Mattress for Everyone.
●​ An increase in organization taxation (on business profits) has a similar impact as an
expansion in expenses.
●​ Organizations can pass a portion of this increase on to shoppers in more expensive
rates, yet it will likewise influence the bottom line of the business.

3.1.1.3. Government Support

●​ The government helps organizations in two primary ways: monetary help and
regulatory.
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone can use
government assistance and grants for purposes of growing the business,
advancement, exporting, and innovative work.
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone can also be
impacted by when Governments modify regulations and laws.

3.1.1.4. Political Stability

●​ Lack of political stability in a country impacts business tasks. Political stability is

particularly essential for the organizations which work globally, such as Casper Sleep
Inc Marketing the One Perfect Mattress for Everyone.
●​ A forceful takeover could oust a legislature. The takeover could prompt mobs,
plundering and general issue in nature. These disturb business tasks for Casper
Sleep Inc Marketing the One Perfect Mattress for Everyone.
●​ Purchasing political risk insurance is a way for Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone to oversee political hazard. Organizations that have
worldwide activities utilise such as insurance to lessen their risk presentation.
●​ The soundness of a political framework can influence the attractiveness of a specific
nearby market for Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone.

3.1.2. Economic
The economic factors are one of the most important of PESTEL factors and can influence
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone in several ways.
3.1.2.1. GDP

●​ Economic components have the most evident effect on the profitability and overall
appeal of Casper Sleep Inc Marketing the One Perfect Mattress for Everyone.
●​ Even though GDP per capita is a useful economic factor, GDP per capita gives just a
fractional perspective on the economic factors that may influence Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone.
●​ Higher GDP leads to higher disposable income and hence higher sales for Casper
Sleep Inc Marketing the One Perfect Mattress for Everyone.

3.1.2.2. Inflation

●​ Higher inflation will disintegrate the purchasing power of the consumer and the
shopper
●​ Higher inflation will also harm the costs of raw materials and other inputs that are
utilised by Casper Sleep Inc Marketing the One Perfect Mattress for Everyone.

3.1.2.3. Interest Rates

●​ Fluctuations in interest rates may translate into higher or lower costs for the
purchase or sale of items and administrations provided by Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone.
●​ Higher interest rates hurt the disposable cash of consumers.

3.1.2.4. Unemployment Rate

●​ A high unemployment rate is also unadvisable as it dissolves dispensable income of

consumers, and will harm Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone ’s position.
●​ The high unemployment rate will lead to lower sales for Casper Sleep Inc Marketing
the One Perfect Mattress for Everyone and impact its overall profitability and
revenues.

3.1.2.5. How can the Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone decrease the risk of economic instability?

●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone can work
towards building economies of scale
●​ Maintaining business costs and controlling the final price of the product can also help
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone fight economic
instability
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone can also work
towards building a sustainably managed workforce

3.1.3. Social
Social influences will stem from social components of the macro environment. Under the
PESTEL Analysis, they can influence Casper Sleep Inc Marketing the One Perfect Mattress
for Everyone in several ways:
3.1.3.1. Social patterns and consumer behaviour

●​ Social patterns affect work trends and patterns and are directly related to the
behaviours of consumers.
●​ Social patterns also have a direct influence on buyer tastes and inclinations, and the
specific kind, structure, and volume of interest for an item or service.

3.1.3.2. Social patterns and changing consumer needs

●​ The checking of social patterns will enable Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone to reposition its items or administrations to meet the
changing desires and needs of consumers.

3.1.3.3. Social trends in education

●​ Social trends of higher education have allowed firms like Casper Sleep Inc Marketing
the One Perfect Mattress for Everyone to have access to a pool of higher skilled
talent – but at the same time, also face a more criticising consumer base.
●​ Higher education has also made consumers more aware of different product
offerings by companies like Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone.
●​ consumers are also more educated and knowledgeable of different substitutes of a
product, as well as become more readily available at different touchpoints.

3.1.3.4. Social patterns make companies more consumer-centric

●​ Companies like Casper Sleep Inc Marketing the One Perfect Mattress for Everyone
are expected to become more consumer-centric than product-centric.
●​ Similarly, Market segmentation and consumer grouping are dynamically moving
towards measures of psychographics and lifestyles to understand the consumer
more.

3.1.3.5. How can Casper Sleep Inc Marketing the One Perfect Mattress
for Everyone use social aspects for growth?

●​ Use consumer-centric means of segmentation and targeting.

●​ Use consumer-oriented and consumer-based marketing – which use emotional
appeals to influence consumers.
●​ Make products more accessible at different touch points common to target
consumers socially.

3.1.4. Technological
The technological factors can influence Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone in several ways:
3.1.4.1. Innovation

●​ The quick pace of technological change at Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone may be driven through innovation.
●​ Business leadership at Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone tries to push the limits of present limitations.

3.1.4.2. The advent of the internet and online retailing

●​ The expansion of the Internet and online business has discarded many
intermediaries. Casper Sleep Inc Marketing the One Perfect Mattress for Everyone
can communicate and retail directly to the consumers now, or through modern
intermediaries such as eBay as well, for example.
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone may also use
current social networks to retail and use e-commerce to boost sales.

3.1.4.3. Social media and business growth

●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone can make use of
social media to interact and reach with consumers
●​ Social media can also be used to reach the target market audience more effectively
●​ Social media is cost-effective and strategically more influential for Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone

3.1.4.4. Improved value chain network

●​ For Casper Sleep Inc Marketing the One Perfect Mattress for Everyone,
technological innovation can be utilised to build on competitive advantage through
several different ways.
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone can incorporate
less expensive production, improved access to clients, improved marketing,
improvement in product quality, and increased levels of business intelligence than
the competition.

3.1.4.5. Managing technology and the future for Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone

●​ To flourish in a business world that is quick paced and receptive to innovative

change, Casper Sleep Inc Marketing the One Perfect Mattress for Everyone must
stay cautious.
●​ It must be always be updated on any technological developments in the business
and industry.
 ●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone should weary of
how the company are probably going to influence its future attractiveness and
profitability.

3.1.5. Environmental
For Casper Sleep Inc Marketing the One Perfect Mattress for Everyone, the environmental
aspects of the PESTEL analysis may include:
3.1.5.1. Environmental stability and business standards

●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone may be expected
to incorporate maintainability standards into their business methodologies and to
help resource allocation choices.
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone may also be
subject to environmental laws – which will impact and guide its operations to become
more environmentally friendly.

3.1.5.2. Environmental stability and budget allocation

●​ Leadership in the Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone must measure the connection between natural activities and budgetary
execution.
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone also strategically
decides and assesses if the organization have been estimating the monetary effect
of natural and social activities.

3.1.5.3. Environmental sustainability

●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone also
distinguishes and differentiates explicit zones of concern and impediments to the
coordination of environmental sustainability into corporate performance and strategy
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone also gives
explicit direction concerning how organizations can push toward a superior
reconciliation of ecological and social activities in their basic leadership procedures
and tasks.

3.1.5.4. Environmental sustainability and business growth

●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone may use
environmental issues to adjust financial, natural and social performance.
●​ Concerns towards the environment will enhance the business image for Casper
Sleep Inc Marketing the One Perfect Mattress for Everyone.
●​ Environmental sustainability within business goals and strategy will also reflect
corporate responsibility on the part of Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone.
3.1.5.5. Environmental sustainability and improved consumer relations

●​ Consumers will be more inclined towards the use of environmentally sustainable

products.
●​ Environmental sustainability in operations works towards improving the bottom line
and overall profitability for the business of Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone.
●​ Improvement of cost management and operations will be observed in the business
as well.

3.1.6. Legal
Legal components can influence Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone directly, and can likewise influence the instruments through which an organization
buys its stock or connects with the client. The Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone should be mindful, for example, of the following legal aspects:
3.1.6.1. Labour law

●​ Labour law refers to the guidelines in regulations that set up minimum and
benchmark conditions.
●​ These include identifying with the work of people.
●​ Labour laws include aspects of minimum working age, least time-based
compensation, etc.
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone must be mindful
of these laws in routine business tasks such as hiring, for example.

3.1.6.2. Discrimination law

●​ Under the discrimination law, Casper Sleep Inc Marketing the One Perfect Mattress
for Everyone must ensure to avoid episodes of unequal or uncalled for treatment
based on an individual's age, inability, sex, national source, race, religion, and sexual
orientation.
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone should train its
human resource management team in ensuring that there is no:
o​ Unequal hiring
o​ Discrimination in recruitment
o​ Internal discrimination in talent management
o​ Bias in training opportunities
o​ Unfair compensation systems
o​ Prejudiced promotions and succession management

3.1.6.3. Health and safety laws:

●​ Under this, Casper Sleep Inc Marketing the One Perfect Mattress for Everyone is
required to give a protected work environment to their workers.
 ●​ Working environment security and wellbeing laws build up guidelines intended to
dispense with individual wounds and injuries from happening in the work
environment.
●​ all operations of Casper Sleep Inc Marketing the One Perfect Mattress for Everyone
should be designed to physically and emotionally safeguard and protect the
employees and the labour force employed

3.2. Porter’s five forces

●​ The five forces identified in Porter's model can effect Casper Sleep Inc Marketing the
One Perfect Mattress for Everyone ’s ability to serve its clients and make a profit.
●​ A change in any of the five forces may regularly require a business unit from Casper
Sleep Inc Marketing the One Perfect Mattress for Everyone to reassess the market
place given the general change in industry data and dynamics. The general industry
appeal and attractiveness.
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone should apply and
centre their skills, plan of action or business models to accomplish profits above the
business average. This may be done in multiple ways, each distinguished in their
application to the forces individually as is elaborated below:

3.2.1. The threat of new entrants

3.2.1.1. Market and industry share

●​ New entrants to an industry bring new potential and a choice to increase the market
share and overall share of the pie that puts pressure on price, costs, and the
investment price essential to compete.
●​ For Casper Sleep Inc Marketing the One Perfect Mattress for Everyone, particularly
while new entrants are diversifying from different markets into the chief industry, they
will be able to leverage existing talents and cash flows to shake up the opposition.

3.2.1.2. Limitation on earning expectation and capability of firms in an

industry

●​ The threat of entry in the industry, consequently, puts a cap at the earning capacity
and profit capability for Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone.
●​ While the threat of new entreaty is high, Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone should maintain their prices or increase funding and
investment to discourage new competition.

3.2.1.3. The risk to new entrants because of high entry barriers

●​ The risk of entry in an industry depends upon on the peak of entry barriers and
limitations that are a blessing for players such as Casper Sleep Inc Marketing the
 One Perfect Mattress for Everyone and on the response that new entrants can count
on from existing players.
●​ If entry barriers are low and novices count on little retaliation from the entrenched
competition, the chance of entry is high, and profitability for Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone will be moderated.
●​ It is the danger of entry, not whether the entry of new players takes place that holds
down profitability.

3.2.1.4. Some barriers to entry for new entrants in favour of Casper

Sleep Inc Marketing the One Perfect Mattress for Everyone :

●​ Capital requirements: a strong barrier to entry as new entrants will require strong
financial and resource cushioning for operations to take off and be sustained.
●​ Economies of scale: a strong barrier to entry as existing players in the industry
operate with high economies of scale, which new entrants will take time to achieve.
●​ Product differentiation: the strong barrier of entry if products within the industry have
high levels of differentiation on which they operate and approach customers.
●​ Access to distribution: a standard barrier to entry since new entrants will have equal
access to the retailers and distributing agents within the industry.
●​ Customer loyalty to established brands: a strong barrier to entry since customer
loyalties and perceptions are emotionally built and strongly enforced as long as the
brand continues to deliver on its core promise and quality.

3.2.1.5. What can Casper Sleep Inc Marketing the One Perfect Mattress
for Everyone do to face this challenge?

●​ Build and invest in marketing to distinctly establish a point of differentiation in

customer perception as well as strengthen customer loyalty.
●​ Invest in research and development to make sure that it continues to have
competitive differentiation from other players at all times.
●​ Focus on building economies of scale in production and sales.

3.2.2. The threat of substitute products or services

3.2.2.1. Substitute form

●​ There are always different alternatives or substitutes for various products that lead
an industry.
●​ These substitutes may be direct or indirect– the direct substitutes are the same
category products. produced by different players; indirect substitutes are the ones
from different product categories that can replace the product for Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone.

3.2.2.2. Switching cost to substitutes for consumers

●​ Switching costs for direct substitutes is not very high for consumers.
 ●​ The per-unit-volume prices may be higher or lower.
●​ This makes the threat of substitute high.

3.2.2.3. Substitute and product benefit

●​ Alternatives to the product or substitutes may not be able to provide the same
benefits
●​ May often lead to additional costs incurred.
●​ Switching costs towards alternatives becomes higher, and consumers may not
switch to substitutes.
●​ This, in turn, will make the threat of substitutes low.

3.2.2.4. Substitutes and consumer behaviour

●​ From the point of view of the consumer, there are some differences between the
ways different products of the same or similar category are used, but many
consumption decisions are a matter of personal taste - this makes products
vulnerable to the threat of other substitutes.
●​ Overall, the threat of substitutes is assessed to be moderately high.

3.2.2.5. How can Casper Sleep Inc Marketing the One Perfect Mattress
for Everyone combat the threat from substitute products?

●​ Focus on delivering consistently high quality.

●​ Focus on maintaining strong consumer relationships.
●​ Integrate strategic marketing to form an emotional connection with the consumers
and strengthen consumer loyalty.
●​ Invest in pop up stores owned by the company to stock the Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone brand exclusively, and integrate it
with brand characteristics and personality to attract consumers.

3.2.3. Bargaining Power of Buyers

3.2.3.1. Who is the buyer?

●​ The buyer for Casper Sleep Inc Marketing the One Perfect Mattress for Everyone is
not necessarily the group that consumes the product – but rather refers to the group
of customers that purchases the product from Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone to either distribute further, retail it, or even consume it.
●​ Hypermarkets and supermarkets, as well as independent retailers and distribution
agents to end consumers, are the core buyers for Casper Sleep Inc Marketing the
One Perfect Mattress for Everyone that make up the market’s volume.
●​ Supermarkets and hypermarkets, along with many food chains that are
concentrated, which increases the buyer power.
●​ Products are stocked with buyers and retailers by Casper Sleep Inc Marketing the
One Perfect Mattress for Everyone based on consumer demand.
3.2.3.2. Buyer power and costs

●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone will not
experience switching costs for switching buyers.
●​ Multiple product offerings by buyers also increase buyer power.

3.2.3.3. Retail product differentiation

●​ Products offered by retailers are differentiated based on several characteristics – not

only reliant upon product characteristics but also consumer segment characteristics.
Because of this, retailers are expected to offer a wide range of the same product
category. This works towards negating and weakening the overall buyer power.
●​ Buyer power is assessed to be moderate to high.

3.2.3.4. What can Casper Sleep Inc Marketing the One Perfect Mattress
for Everyone do to ensure risks against high buyer power?

●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone can focus on
differentiating its product and increasing its demand with the end consumers through
different marketing tactics, this will increase the demand of the product with different
buyers, and will work towards moderating buyer power.
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone should employ
economies of scale to manage costs of production. If it offers products at moderate
prices to buyers, it will again be able to attract a large number of buyers for its
product, and in this way, will be able to break off the high bargaining power.

3.2.4. Bargaining Power of Suppliers

3.2.4.1. Who is the supplier?

●​ Supplier power refers to the power that is held by the suppliers in terms of pricing of
the raw materials and inputs used for the business.

3.2.4.2. Sources of production for Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone

●​ The main sources for production are the following:

●​ Supplies from vendors – sourcing from independent suppliers.
●​ Own manufactured equipment and resources: this model is practised by companies
that are well integrated backwards and forwards.

3.2.4.3. Independent suppliers

●​ For Casper Sleep Inc Marketing the One Perfect Mattress for Everyone, there are
numerous independent suppliers within the industry, and all comprise of a few pretty
small operations that lead to weakened overall supplier power.
 ●​ Independent sellers and suppliers, however, can locate different opportunities and
invest in alternative markets – which can be a challenge for Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone.

3.2.4.4. Supply quality and business dynamics

●​ Suppliers can integrate forward into the decision making and business dynamics
themselves as well.
●​ Also, to the buyers, the quality of the supplies and the raw materials is of utmost
importance.
●​ However, in an industry with a high number of suppliers, Casper Sleep Inc Marketing
the One Perfect Mattress for Everyone can switch to different suppliers at any time
without experiencing any costs of the business.
●​ Overall bargaining power of suppliers is assessed to be moderate.

3.2.4.5. How can Casper Sleep Inc Marketing the One Perfect Mattress
for Everyone deal with the challenge?

●​ Get contracts with multiple suppliers and get resources and raw materials from them
accordingly.
●​ Invest in manufacturer controlled production facility to maintain consistency in
quality.

3.2.5. Competitive Rivalry among Existing Firms.

3.2.5.1. Nature of fragmentation

●​ The market is highly fragmented, which makes it more competitive.

●​ The market is never too concentrated, and as a result, it has players of varying size
of operation – from very small to big players.

3.2.5.2. Brand management

●​ Producers have begun to make use of brand management techniques and

contemporary merchandising by launching bold brands, label designs and marketing
campaigns to become more identifiable to the public.

3.2.5.3. Diversification

●​ Purchasers and buyers have a wide range of products to choose from, with relatively
low switching costs. These factors tend to intensify rivalry.
●​ Though players in the industry may off niche or premium products, they also
continue to operate in the mass markets at large, which again leads to high
competition.
3.2.5.4. High business costs

●​ The high fixed cost and the high bargaining power of the buyers, which can lead to
the lowering of the prices from manufacturers add to the highly competitive nature of
the industry.
●​ The overall rivalry is assessed to be high.

3.2.5.5. How can Casper Sleep Inc Marketing the One Perfect Mattress
for Everyone combat rivalry and competitive forces of the industry?

●​ Focus on research and development to identify market niche as well as to be able to

add differentiating factors t its products. This will increase its shield against influence
from competitive forces and their actions.
●​ Build a strong and loyal consumer base by focusing on quality and marketing
strategies.
●​ Focus on capturing new markets – in the same region as well as new regions to
avoid saturation of resources in one market only.

3.3. Pentagonal analysis

3.3.1. The threat of new entrants
3.3.1.1. Restriction into industry

●​ The ease of entry into the industry is restricted.

●​ There are high barriers to entry.
●​ These are government policies, consumer loyalty, brand differentiation etc.

3.3.1.2. Switching costs for consumers

●​ The high number of direct and indirect alternatives available also make Casper
Sleep Inc Marketing the One Perfect Mattress for Everyone vulnerable to the high
threat of substitutes.
●​ Low to negligible switching costs experienced on the part of the consumers and
buyers.

3.3.1.3. Profitability

●​ New entrants are attracted to the industry because of high profitability.

●​ If there are high barriers to industry, the industry will continue to maintain high
profitability
●​ Low barriers to entry will result in a lower average of industry profits.
●​ Lower entry barriers will also lead to higher operational costs because it will increase
the intensity of competition within the industry.
3.3.2. The threat of substitute products/services
3.3.2.1. Increased competition

●​ High threat of substitutes.

●​ This is because of higher competition.
●​ The higher competition leads to imitation of products and systems.
●​ This imitation makes substitute products similar to each other – as much as possible.

3.3.2.2. The offering of similar benefits

●​ Consumers readily adopt alternative and substitute products.

●​ They offer similar benefits.
●​ They have similar functional benefits and features.

3.3.2.3. Low costs of switching

●​ Consumers often experience a low cost of switching between substitute products.

●​ Low switching costs are also developed because competition often produces at
lower operational costs.
●​ Low switching cost results in lower overall product prices for the consumer.
●​ Industry players, therefore, also start competing on aspects of price.

3.3.3. Bargaining power of buyers

3.3.3.1. Market fragmentation

●​ The industry in which Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone operates is highly fragmented.
●​ It has numerous local and international players.
●​ It is not very likely for players in the industry to integrate forward into on-trade or
retail businesses.
●​ This results in the players experiencing high bargaining power of the buyers from the
market.

3.3.3.2. The concentration of retailing agents

●​ It also results in a high concentration of individual retailing agents.

●​ Retailing is also done through hypermarkets and supermarkets.

3.3.4. Bargaining power of suppliers

3.3.4.1. Backward integration by producers

●​ Backward integration from producers is more commonly observed and seen,

 ●​ Many players in the industry have their own production facilities for raw materials as
well.
●​ The industry has seen a large number of players needing to outsource resources
and raw materials.

3.3.4.2. Outsourcing raw materials

●​ This outsourcing is done by third-party manufacturers.

●​ A large number of suppliers present lowers the bargaining power of suppliers.
●​ Players in the industry have low switching costs between suppliers.
●​ Suppliers usually are contracted by producers.
●​ Producers may change suppliers frequently.

3.3.5. Industry rivalry

3.3.5.1. Intensity of competition

●​ There are strong competition and rivalry in the industry.

●​ There is a high number of players.
●​ All players provide similar products.
●​ Switching costs for consumers is low, which increases competition.

3.3.5.2. Differentiation

●​ Platers try to differentiate products on different aspects.

●​ Functional aspects and appeals for all products across the industry remain the same.
●​ Competitors and players use emotional appeals, and modern brand management
techniques for differentiation.
●​ Industry players try to gain consumer loyalty by developing strong emotional bonds
and ties.
 Figure 1 Pentagonal analysis for Casper Sleep Inc Marketing the One Perfect Mattress
for Everyone

3.4. Placement of the business along the

industry life cycle
3.4.1. Identifying where Casper Sleep Inc Marketing the
One Perfect Mattress for Everyone is on the Industry Life
Cycle Curve
Identification of the place and placement on the industry lifecycle is important as it will help
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone make important
decisions and strategies for the future.
3.4.1.1. Strategic decision making

●​ Expansionary plans and investment decisions.

●​ Decide on various marketing strategies and tactics for targeting different consumer
segments to establish and establish the product.
●​ Selection of new geographic regions for expansion and exploration of new consumer
bases.

3.4.1.2. Budget allocation

●​ Resources and alternative routes for future growth and establishment.

●​ Exploration of different diversification options.
 Figure 2 PLC Placement along the Industry Lifecycle curve

3.4.2. Introductory stage

3.4.2.1. Firm strength

●​ The industry is in the infancy stage.

●​ Firms are generally small, entrepreneurial and compact during this stage.
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone will be focused
on research and development during this phase.

3.4.2.2. Financial Position

●​ Looking for investment and funds for growth.

3.4.2.3. Nature of product

●​ Products offered during this stage re doubtful as success and life of the product is
unproven and not known.
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone will use a
focused strategy during this phase to emphasise the uniqueness of the product.
●​ The product or the brand will have a small market of consumers – known largely as
early adopters
●​ Marketing strategies adopted by the company will focus on generating awareness of
the product and therefore, will largely use a functional appeal.

3.4.3. Growth stage

3.4.3.1. Financial position

●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone will require high
capital during this stage.
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone will need
investment and funds for launching strategic marketing campaigns.
●​ Funds will also be required for fuelling physical growth of the company in the form of
investment in equipment and property to facilitate growth.

3.4.3.2. Growth factors

●​ Companies may increasingly encourage economies of scale because of

standardisation experienced during this stage.
●​ Consumer feedback from the introductory phase will be incorporated, and research
and development will be conducted to make appropriate changes in the product
design and offering.
●​ Success in this stage for Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone will lead to growing demand, which in turn will fuel sales demand.
3.4.3.3. Nature of Product

●​ Products in this stage have high growth and high market share.
●​ There is also increasing competition and rivalry in the market – new entrants will
enter and compete looking at the success of products during this stage.

3.4.4. Maturity stage

3.4.4.1. Sales and growth

●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone will experience
slowing growth during this stage of the industry life cycle.
●​ Sales will be expanding, and earning will be growing – however, the rate will be
slower than the growth stage.
●​ Competition from late entrants will be present, and obvious during this stage – who
will all try to fight for Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone ’s share of the market.

3.4.4.2. Strategic Marketing

●​ The marketing strategies must now focus on building loyalty.

●​ Marketing tactics must be strong and should focus on the uniqueness of the product.
Increasingly emotional appeals may be used.

3.4.4.3. Firm size

●​ Firm size is generally larger and is more dominant over players if successful-
compared to growth stage.
●​ Innovations continue but are stable and not radical.

3.4.5. Decline stage

3.4.5.1. Industry changes

●​ New technological changes and upgrades may make an industry obsolete.

●​ Players within an industry may also fall back and lose on market share if they do not
keep up with innovations, and investment in research and development.

3.4.5.2. Sales and Competition

●​ Sales during this phase are decreasing at a high rate.

●​ Competing players also exit the industry because of the changes and low demand.
3.4.5.3. Surviving in the decline cycle

●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone may also
experience mergers and acquisitions during this phase.
●​ Diversifications are also most common during this phase as a means of survival.

3.5. Strategic Group Analysis

3.5.1. Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone and strategic group formation
●​ The strategic group analysis will look at an industry’s players' situations in focused
conditions and scenarios.
●​ It will assess different players competing with Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone through the basic strategic factors that will decide an
organization's profitability, similar to how the profitability will also be impacted and
influenced by the competitive nature of the industry.
●​ The strategic group analysis will describe the procedures of every single noteworthy
competitor of Casper Sleep Inc Marketing the One Perfect Mattress for Everyone
along different strategic dimensions.
●​ These dimensions of comparison differentiate players into strategic groupings and
must be selected as the basis of comparison by taking into account industry
structure, productivity factors, and the venture issues being tended to.

3.5.2. Different aspects of strategic grouping

Key strategic groupings of players within an industry can be made based on numerous
different aspects, such as:

●​ Specialization
●​ Brand identification
●​ Push versus pull strategies
●​ Channel determination
●​ Product quality
●​ Technological position
●​ Vertical joining
●​ cost position
●​ Service
●​ Price strategy
●​ Financial or working influence
●​ Parent organization relationship
●​ Government relationship
Despite the various aspects available for comparison of competing players, it is often
important to differentiate strategic groupings of players of aspects of how they compete with
each other, and on aspects of where they compete as well

3.5.3. Procedure for strategic group analysis for Casper

Sleep Inc Marketing the One Perfect Mattress for
Everyone
1.​ Collect results of the player’s analysis.
2.​ Determine aspects of comparison for strategic groupings.
o​ Distinguish the players and pick the most important aspects that separate the
players into strategic groups comparing to the issues being tended to.
o​ Dimensions may include price strategy and product quality.
3.​ Group the players: position Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone and rivals along with the matrix.
4.​ Evaluate group mobility and direction. Assess the key purpose of individual
organizations competing with Casper Sleep Inc Marketing the One Perfect Mattress
for Everyone, similar to assessing industry patterns and barriers to entry/exit to be
able to decide potential developments inside and between groupings.

3.5.4. How will strategic group planning help Casper Sleep

Inc Marketing the One Perfect Mattress for Everyone
For Casper Sleep Inc Marketing the One Perfect Mattress for Everyone, strategic group
analysis is important because it will:
3.5.4.1. Strategic industry dynamics

●​ Help in reviewing the strategic dynamics and shifts in the industry.

●​ Identify the closest competition and competing players for the business; help in
assessing the strategic direction of these competing players; and lastly, aid in
developing strategies to stay ahead of the competition.

3.5.4.2. Assessment of market position

●​ The strategic group analysis is also important for Casper Sleep Inc Marketing the
One Perfect Mattress for Everyone because it will assist in analysing the current
market position of players, as well as help in assessing future strategic moves and
directions of the competition in the market.
●​ Assists in evaluating and identifying different underlying factors that will influence the
company’s profitability.
●​ Makes use of standard comparison aspects between different players in an industry
to group them as per strategic directions as well as strategic dimensions.
3.5.4.3. Identification of barriers to entry in an industry

●​ Different strategic dimensions along the matrix of strategic groupings are often
characterized by barriers to entry and exit along the strategic groups’ dimensions, as
well as by mobility barriers.
●​ These barriers make it difficult for companies to move along, and in between
different strategic dimensions – often forcing it to stay in place with the same
competition.

3.6. Scenario planning

Scenario planning for Casper Sleep Inc Marketing the One Perfect Mattress for Everyone’s
strategic direction will take form through speculation and contingency form – methods used
by the military for strategic planning and direction.

3.6.1. Casper Sleep Inc Marketing the One Perfect

Mattress for Everyone ’s Utilization of Scenario planning
For Casper Sleep Inc Marketing the One Perfect Mattress for Everyone, scenario planning
comprises of making suppositions of what's to come, of what will be and how the business
condition will adapt, fluctuate, change, and respond to the future conditions, and changes in
the futuristic strategic planning.
3.6.1.1.1. Identify the driving forces of the business:

●​ Changes in the macro environment

●​ Changes in technology
●​ Changes in the economic trade system
●​ Changes in production methods
●​ Changes in consumer demands and tastes
●​ changes in technology and economy

3.6.1.1.2. Identify basic vulnerabilities:

●​ After Casper Sleep Inc Marketing the One Perfect Mattress for Everyone has
identified the possible uncertainties of the macro environment, Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone should decide on any two only.
These can be:
o​ Changes in technological advancements and developments. These changes
can be in the form that the industry has progressed to install more modern
and contemporary technological developments.
o​ Changes in consumer demands and needs.
●​ These two uncertainties of the future are those that will have the largest impact and
influence on the business.
3.6.1.1.3. Develop a scope of conceivable situations:

●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone will now be able
to place these two uncertainties along a matrix.
●​ Depending on the intensity and direction of the uncertainties and vulnerabilities, the
business will be able to chalk out four possible scenarios as probable plans of action
for the future. For Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone, these can be:
o​ Install new technology, or update current technology to be on par with new
technology.
o​ Do market research.
o​ Engage in innovative marketing to influence consumers.
o​ Change vertical and backward integrated systems to ensure in-house or
out-house production of technology to stay ahead of the competition.

3.6.1.1.4. Discuss the suggestions:

●​ Each scenario should be discussed in detail.

●​ Possible strategic direction and responses for each scenario should be developed.
●​ Realignment of business goals and direction, as well as a mission during each
scenario, should also be done to ensure future resilience.

4. ANALYSIS OF RESOURCES AND

COMPETENCES
●​ This inner analysis and assessment of Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone decide the centre skills based on the resource based view
(RBV) of the premium company.
●​ Utilizing its core capabilities and capacities, Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone can maintain a competitive distinction, and leadership
over other local as well as international players in the industry.
●​ In the VRIN analysis and assessment, Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone makes use of its core capacities to strengthen its worth and
the to continue to deliver the promise of consistent quality and taste to consumers –
as well as guarantee futuristic and long term gains in the industry.

The following section presents a brief analysis of the VRIN strategic tool as it is applied to
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone and its impact on the
strategic direction.

4.1. VRIN analysis

4.1.1. Valuable
4.1.1.1. International distribution network
The company has an international distribution system with agents and contracts in countries
across the world. This helps the company in making sure that its products are widely
available and easily accessible to all consumers.
4.1.1.2. Experience in expansion to other countries
The experience of expansion to other countries directly as well as indirectly has allowed the
company to gain exposure and experience in international business, culture and trades.
4.1.1.3. Marketing skills
The company has a unique blend of marketing skills, which allows it to reach consumers
directly through various channels, in a creative way. This is a valuable resource for the
company as it allows the company to ward off potential competition.
4.1.1.4. Market research
The company invests in market research regularly, which allows it to stay updated with
market trends, consumer needs, demands, as well as the changes that take place in
different markets and consumer groups. This is also valuable as it then allows Casper Sleep
Inc Marketing the One Perfect Mattress for Everyone to make changes in product and
service offering accordingly.
4.1.2. Rare
4.1.2.1. Use of progressive technology
The company makes use of progressive technology and invests in new technology to help it
make the business more effective and efficient. This is important for maintaining competitive
differentiation. The technology used by the company also allows lower chances of human
error and increases precision.
4.1.2.2. Use of progressive harvesting methods
The company makes use of modern as well as new and innovative means of cropping and
harvesting as well. The means of production are important for a business to maintain cost
efficiency. This allows lower levels of spoilt raw materials and enhances the quality as well
as the feel of the final product. Also, it allows the company to maintain the product quality
in-house, and maintain consistency in the raw material.
4.1.2.3. Efficient use of economies of scale in production
The company’s effective and efficient use of resources has allowed it to maintain economies
of scale. The company uses economies of scale as a rare resource available to maintain
costs, enhance production, and increase sales – all the while maintaining a high focus on
premium quality and consistency of taste.
4.1.2.4. The uniqueness of product portfolio
The company has a unique and diversified portfolio. This has allowed it to penetrate
different consumer groups. And maintain income from different streams. Into urn, that gives
a strong financial cushioning to the business.
4.1.3. Inimitable
4.1.3.1. Human resource management
The company has taken part in exemplified human resource management in all its function
– from recruitment to training of talent management. This has allowed the company to
develop an inimitable resource that is aligned with the organizational goals, and mission,
and which is synonymous to the organization itself.
4.1.3.2. R&d - new product development
The company’s continued investment in r&d allows it to generate ideas for new products, as
well as test these new products in limited market settings. This allows the company to
assess the viability of new ideas, as well as generate feedback for improvement where
needed. This is an inimitable resource for the company because it has become part of the
company’s system and culture.
4.1.3.3. Innovation
The innovation at Casper Sleep Inc Marketing the One Perfect Mattress for Everyone is an
inimitable resource that allows the company to stay ahead of the competition as well as
maintain high leadership in the industry by having the first mover advantage in its product
portfolio continuously.
4.1.3.4. Organizational culture
The organizational culture at Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone is supportive and innovative. Employees share information freely. The
organizational hierarchy is flatter, which makes leadership and follower relation smooth and
easy. This organizational culture and its aspects cannot be imitated by competition.
4.1.3.5. Cost control
The company has employed progressive means of controlling costs and maintaining
economies of scale. In this way, prices of the products are maintained and controlled, and
very few cost increases are passed to the consumers. This allows the product to be easily
affordable by the company’s target audience.
4.1.4. Non-substitutable
4.1.4.1. Brand recognition
The brand value and brand recognition enjoyed by Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone is a non-substitutable resource. The high brand recognition
across different consumer group’s in different countries allows the brand to enjoy high
consumer ship, high sales, and a unique bond with the consumers. This cannot be imitated
at all by the competition as the brand recognition and resonance has been built over the
years through hard work and quality deliverance.
4.1.4.2. Brand equity
The Casper Sleep Inc Marketing the One Perfect Mattress for Everyone enjoys high brand
equity. This has been developed through the different stages presented by Keller in his
model for brand equity. The high brand equity also reflects a high emotional appeal that
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone has for the consumers.
4.1.4.3. Emotional affiliation with consumers
This means that the brand fulfils not only functional but also emotional and psychological
needs of the consumers. Again, this is an inimitable resource which the company has
developed because of its honest and trusted relationship with the clients over some time.

4.2. VRIO ANALYSIS

4.2.1. Strong global presence
4.2.1.1. Valuable
Having a strong worldwide presence is significantly valuable for an organization attempting
to expand its size, deals, and piece of the overall industry. It is a competitive and
sustainable method to acquire incomes from new and existing buyers.
4.2.1.2. Rare
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone is one of the greatest
company all inclusive. Even though there are other worldwide and international chains of
competing companies, Casper Sleep Inc Marketing the One Perfect Mattress for Everyone
has made a distinct name for its quality and offers.
4.2.1.3. Non-substitutable
For the time being, no competition of Casper Sleep Inc Marketing the One Perfect Mattress
for Everyone could match such an enormous international presence in terms of quality and
consistency. It would require critical investment and assets to achieve this.
4.2.1.4. Organized to exploit
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone is effectively exploiting
this capacity.
4.2.2. Claim to premium products
4.2.2.1. Valuable
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone offers numerous
exceptional and fulfilling products that different contenders don't offer all the time. Casper
Sleep Inc Marketing the One Perfect Mattress for Everyone additionally incorporates
information and detailed ingredients for its products to interest an assortment of clients.
4.2.2.2. Rare
Other competition also offers different products that are offered by Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone, which means that it is not a rare resource
for the company. This is because other players also have access to similar products and
portfolios.
4.2.2.3. Inimitable
Considering other businesses and players are now using this capacity as a means of
expansion and penetration, it can, therefore, be imitated.
4.2.2.4. Organized out to exploit
By offering an assortment of choices and ceaselessly changing the portfolio through active
innovation and new product development, Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone is exploiting this resource. With plenty of alternatives, the vast
majority can discover something they like, and individuals who like to attempt new products
and services every now and again can undoubtedly do as such with Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone.
4.2.3. Upscale brand name
4.2.3.1. Valuable
The Casper Sleep Inc Marketing the One Perfect Mattress for Everyone brand name
enables clients to enjoy and feel a bond of association with the brand. This allows
consumers to feel emotionally attached with the brand, and experience it as an extension of
themselves as well. As such, this becomes a valuable asset for the company.
4.2.3.2. Rare
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone is a contemporary
brand name that has a premium touch to it and is upscale, modern and lively. Most other
companies and competing brands don't have the quality and packaging to urge clients to
engage in a way they do with Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone.
4.2.3.3. Non-substitutable
It would be generally simple for other companies to revamp their packaging and duplicate
the plan of action of Casper Sleep Inc Marketing the One Perfect Mattress for Everyone. In
this way, the upscale and comfortable promise of the offering by Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone could be imitated.
4.2.3.4. Organized out to exploit
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone is effectively using this
resource and enhancing the brand and the brand promise that numerous clients altogether
appreciate. The organization is exploiting the stylish way of life that is right now present in
numerous urban communities where the brand’s products are widely appreciated and
consumed.
4.3. Porter’s value chain
4.3.1. Casper Sleep Inc Marketing the One Perfect Mattress for Everyone:
drawing value from VRIN/VRIO

●​ The core competencies and strengths of Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone are organizational sources and capacities that enable
the business to flourish regardless of substantial challenge and strategic difficulties
in local and international markets.
●​ As the VRIO/VRIN analysis have shown and highlighted, the important core abilities
depend on intellectual properties and related propriety data or related technological
structures.
●​ Different resources and abilities appeared in the VRIN/VRIO analysis and review that
are non-core, and non-central skills but that help the business and its value chain.
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone ’s core abilities
are strong yet restricted.
●​ In the resource based view, this constraint presents key difficulties, as the
organization wards off competing players from local and international markets.
●​ The core capabilities in the VRIN/VRIO analysis assume critical jobs in Casper Sleep
Inc Marketing the One Perfect Mattress for Everyone ’s value chain. Considering the
resource based view and Michael E. Doorman's value chain conceptualization,
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone ’s value chain
gives reasonable and tasteful products to target buyers.
●​ The accompanying outline shows the value chain for Casper Sleep Inc Marketing the
One Perfect Mattress for Everyone and its situation in the bigger value arrangement
of the industry:
Figure 3 Value chain for Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone
4.3.2. Value framework
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone ’s value chain is a
segment of the business' value framework. The value framework is made out of different
other value chains of the speciality units of all associations included, for example, the
organization's producers and the remainder of the inventory network. In the value chain
representation, Casper Sleep Inc Marketing the One Perfect Mattress for Everyone works
directly, as well as through contracted third parties.
4.3.3. Example from value framework for Casper Sleep Inc Marketing the
One Perfect Mattress for Everyone

●​ The organization has an internal transportation system of vehicles for making

deliveries to other companies that are in business with stocking and serving Casper
Sleep Inc Marketing the One Perfect Mattress for Everyone products – in the local
markets.
 ●​ In this value chain and value framework, Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone ’s competitive advantage and abilities are
distinguished through the VRIO/VRIN assessment are huge in how the
organization's procedures offer some incentive and advantage to the consumers.

4.3.4. Value chain activities

Brief details of Casper Sleep Inc Marketing the One Perfect Mattress for Everyone ’s value
chain are discussed in the next section:
4.3.4.1. Primary activities
4.3.4.1.1. Inbound logistics
The inbound logistics for Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone refers to producers in different designated and appointed locations by the
company. Also, it also refers to selecting the finest quality raw materials from in-house
production as well as from third-party contractors. These are transported to the storage
sites after which the raw materials are used for producing different products by the
company.
4.3.4.1.2. Operations
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone operates internationally
directly or indirectly. The company has owned offshore shops, as well as stocks its products
with other shops across different countries.
4.3.4.1.3. Outbound logistics
The company has contracted agents in offshore countries and sites to manage product
selling. However, a majority of the products are sold directly to licensed sellers and shops
locally as well as internationally.
4.3.4.1.4. Marketing and sales
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone produces and invests in
high quality and premium products. It also invests in a high level of customer servicing and
marketing. All its marketing activities, however, are based on strong market research and
market data.
4.3.4.1.5. Service
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone invests in customer
service to develop customer loyalty and build strong relations with its clients. The company
invests in gaining and incorporating customer feedback and in solving customer queries
effectively.
4.3.4.2. Support activities
4.3.4.2.1. Infrastructure
This includes different departments like management, finance, legal, etc. which are required
to keep the company’s business running.
4.3.4.2.2. Human resource management
The company’s committed and trained workforce is considered to be a valuable and an
inimitable resource that has played a vital role in the success and growth of Casper Sleep
Inc Marketing the One Perfect Mattress for Everyone the employees of the company are
motivated, professional, trained, and work alongside the company’s mission and goals.
4.3.4.2.3. Technology development
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone has been commended
and celebrated for the use of effective technology not only production but also to make the
overall system of production and sale, as well as in house production more effective and
efficient. Also, the company also uses technology to communicate and connect with its
consumers effectively.
4.3.4.2.4. Procurement
This involves purchasing the raw material for the final product. The company has appointed
agents that work for the company in different countries and regions to purchase consistently
high quality raw material so that the company can produce the finest product qualities for
delivering to the consumers.
4.3.4.2.5. Bottom line
The concept of the value chain for Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone helps in understanding how value is added in each process and stage of the
value chain. It also helps to understand and separate useful activities from those that are
not useful as such. This improves the overall bottom-line of the company and increases the
profit margins for the company as well.
4.3.4.3. Virtual chain
4.3.4.3.1. Customer-centrism

●​ Renewed and enhanced way of engaging with consumers.

●​ Installation of sophisticated consumer data management systems.
●​ Made use of artificial intelligence to enhance the value chain.

4.3.4.3.2. Improved technological use

●​ Installed progressive technology for primary and support activities.

●​ The overall purpose is to provide a better experience to consumers.
●​ Allows the company to predict future market conditions, and prepare strategic
contingencies accordingly.
●​ Allows understanding of consumer behaviour and market movements.

4.3.4.4. Generic strategies

●​ Managed to establish core competitive strategy in the market.

●​ Competes in the premium sector.
●​ Does not engage in competition with other cost groups.
 ●​ Worked towards improving the service of premium target groups.
●​ Consumers understand and perceive the brand as a high quality and premium.
●​ The brand is appreciated for its focused strategy and standing.
●​ The brand is appreciated and engaged in for its offerings.

5. INTERNAL ENVIRONMENT ANALYSIS

5.1. Porter’s Strategic Options
●​ Leading organizations such as Casper Sleep Inc Marketing the One Perfect Mattress
for Everyone have obtained sustainable competitive advantage and have had the
option to achieve the strategic position.
●​ There can be different sources of sustainable competitive advantage for Casper
Sleep Inc Marketing the One Perfect Mattress for Everyone. A firm can depend on
innovation to decrease its overall production costs and would then be able to pass
this advantage on to its clients.
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone can also
concentrate on making a differentiated item or administration to increase its overall
share of the pie.
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone can generate
considerable sustainable competitive advantage utilizing these systems. This is done
through means of traditional as well as modern procedures embraced by Casper
Sleep Inc Marketing the One Perfect Mattress for Everyone to competitive advantage
hand and increase its share of the pie.

5.1.1. Differentiation strategy

5.1.1.1. Organizational Leadership
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone has made use of the
differentiation factor to maintain higher leadership and differentiation from industry
competition. Differentiation of effective leadership may be achieved through different forms
and basis.
5.1.1.2. Broad product portfolio
5.1.1.2.1. Product Quality
Moreover, this differentiation can fluctuate from item to item, market to market and industry
to industry. Generally, the essential bases of differentiation are quality, durability, usefulness
and in a few consumer loyalty, and brand image. Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone has differentiated its items and products dependent on the
quality and set a completely different, and engaging consumer experience. Brand image
5.1.1.2.2. Brand Image
Aside from these things, it has developed a distinct and distinguished brand image which is
additionally a premise of differentiation and encourages Casper Sleep Inc Marketing the
One Perfect Mattress for Everyone to advertise, promote and market its products and brand
better than the competing players in the local and international markets.
5.1.2. Focus strategy
5.1.2.1. Overall Quality of product and service
The essential premise of differentiation for Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone is quality and premium taste. It serves just premium quality products,
which enables it to charge a top notch and a premium cost. It has embraced the most
astounding measures as far as the nature of its raw materials used for producing its
products. At each progression, Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone puts forth an admirable attempt to guarantee that its product fulfils the most
noteworthy quality guidelines.
5.1.2.2. Value addition at each step of the value chain
However, the account of value does not finish at getting incredible quality of raw materials. It
goes more remote from that point. A great deal of contrast originates from the readiness.
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone prepares its product
diligently to draw out the quality.
5.1.2.3. Human resource management
Rest of the credit goes to the human resource and employees at Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone. The brand carefully picks its raw
materials - just when they in ideal condition. Products are tested from each cluster in any
event thrice before endorsement. This is how Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone makes the quality that each client looks forward to, and is excited
about.
5.1.3. Leadership and differentiation through cost
Porter’s traditional methodologies are methods for increasing and developing a sustainable
competitive advantage for Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone - as it was, building up the "edge" that will get the company the ideal position and
differentiates it from the industry rivals. There are two primary methods for accomplishing
this inside a cost leadership methodology:

●​ Increasing profits by decreasing expenses, while charging industry-average prices

and costs from consumers
●​ Increasing share of the overall industry by charging lower costs, while at the same
time making a sensible profit on every trade since Casper Sleep Inc Marketing the
One Perfect Mattress for Everyone has controlled and reduced expenses.

The cost-based strategy and system are that – it includes Casper Sleep Inc Marketing the
One Perfect Mattress for Everyone being the pioneer regarding cost in the industry and
market where it operates. Just being among the most minimal cost producers isn't
adequate, as the company leaves itself wide open to aggressive attacks by other producers
and players in the industry. These players may undermine Casper Sleep Inc Marketing the
One Perfect Mattress for Everyone’s costs and in this way hinder the company’s
endeavours towards the expansion of its share of the overall market pie.
5.1.3.1. Achieving cost differentiation
Based on this, Casper Sleep Inc Marketing the One Perfect Mattress for Everyone should
be sure that it can accomplish and keep up the leading position before deciding on choosing
the cost leadership strategy. Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone will be able to become effective in accomplishing cost differentiation by having:

●​ Access to the capital expected to put resources into innovation that will cut expenses
down.
●​ Very proficient coordination’s.
●​ A minimal effort base (work, materials, offices), and a method for economically
cutting expenses beneath those of different competing players.

5.1.3.2. Achieving cost leadership

However, Casper Sleep Inc Marketing the One Perfect Mattress for Everyone should ensure
contingency for imitation by competition, as well as be prepared for competing payers to
imitate its cost-effectiveness strategy to decrease and control their costs, and increase the
overall share of the pie for their products as well. It is therefore important that Casper Sleep
Inc Marketing the One Perfect Mattress for Everyone does not only settle for one means of
cost leadership but continually improves. This can be done through several different
methods:

●​ Engaging and applying the Japanese technique of kaizen

●​ High efficiency
●​ High limit use
●​ Use of dealing capacity to arrange the least costs for generation inputs
●​ Lean production techniques (for example JIT)
●​ Effective creation process
●​ Effective dissemination channels

5.1.3.2.1. Overall Cost Effectiveness through Cost Leadership and Cost

Differentiation

●​ Cost differentiation and leadership strategy for Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone will be based on the nitty-gritty.
●​ Cost initiative endeavours towards slicing expenses to a base to give clients lower
costs and in this manner will help the company of Casper Sleep Inc Marketing the
One Perfect Mattress for Everyone to reserve funds.
●​ Cost leadership strategy requirements regularly identify with high specialized abilities
and access to capital
●​ The company should also resource into innovation and guarantee economies of
scale.

5.2. SWOT Analysis

 ●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone maintains its
competitiveness as one of the best and the most premium locally and internationally
through inventive systems that use business strengths in overcoming the
weaknesses present in the business inherently.
●​ Also, they make use of these internal strengths and weaknesses to make use of
opportunities and ward off potential threats, for example, the dangers in the business
condition and market.
●​ These factors can be distinguished, assessed, and analysed through the strategic
SWOT tool.
●​ The SWOT analysis and review for Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone talk about the strengths and weaknesses (internal core
strategic components) intrinsic in tasks in the business, and for the Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone organization.
●​ The assessment and analysis of SWOT likewise look at the opportunities and threats
(external key variables) identified with the nature of competitiveness in the market
and industry, which is mostly founded based on the level and intensity of competition
and rivalry – as may be gauged through Porter's Five Forces analysis of Casper
Sleep Inc Marketing the One Perfect Mattress for Everyone.

5.2.1. The need for SWOT because of expanded operations of Casper

Sleep Inc Marketing the One Perfect Mattress for Everyone

●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone is present and
operational in different markets, and each of the markets poses unique yet various
difficulties in developing the business.
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone and its portfolio
in these many markets have expanded over time and as the organization grows,
more items are added to its portfolio in addition to its pioneer product.
●​ With regards to the SWOT analysis model, these circumstances of multiple
operations and multiple presences in various markets make a difficult business
situation where the organization needs to utilize various arrangements of skills that
match different markets.
●​ Core elements of different nature – both internal and external to the organization,
can help increment Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone ’s accomplishment in contending with different companies and other
businesses – both locally and internationally.
●​ The SWOT analysis for Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone is presented below:

5.2.2. Casper Sleep Inc Marketing the One Perfect Mattress for Everyone
Strengths (Internal Strategic Factors)
This section of the SWOT analysis model works with the inner variables that the
organization can use as competencies and strengths to address shortcomings and ensure
the business against rivalry. For this situation, Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone ‘primary qualities are:
5.2.2.1. Strong brand image

●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone is one of the
world's most premium, well known and most famous brands.
●​ The organization has a developing populace of steadfast clients, which adds to the
soundness of the business.

5.2.2.2. International distribution network

●​ In the SWOT analysis model, the global distribution network through directly owned
subsidiaries, or contracts with third-party agents further strengths Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone by supporting activities.
●​ For instance, the organization has a worldwide system of providers that are
deliberately chosen dependent on criteria relating to quality, for example, of raw
materials as has been discussed in the value chain - primary and supporting
activities.

5.2.2.3. Strong investment in research and development, and high focus on

innovation

●​ The focus on innovation not only keeps the company apart but also facilitates its
industry leadership.
●​ The internal core strengths and competent variables recognized in this section of the
SWOT analysis of Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone demonstrates that the business has qualities that advance strength
through expansion and a worldwide production network.

5.2.2.4. Focus on market research

●​ Additionally, the organization steadily expands its business

●​ This is done through contracts with offshore agents and licenses. Also, the company
continues to broaden its portfolio by adding new products based on market research
and consumer data.

5.2.3. Casper Sleep Inc Marketing the One Perfect Mattress for Everyone
Weaknesses (Internal Strategic Factors)
Business weaknesses or shortcomings are recognized in this part of the SWOT analysis.
Shortcomings are inward factors that diminish or cut off business capabilities and strengths.
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone shortcomings are as per
the following:
5.2.3.1. Premium prices for most portfolio products

●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone has a premium
brand image attached, and thus all its products in the portfolio are priced highly
●​ This expands overall revenues yet decrease the affordability of its items.
 ●​ This internal key factor is a shortcoming since it confines the organization's share of
the overall industry, particularly in territories with generally lower disposable earnings

5.2.3.2. Standard and benchmarked regulations and business procedures

for all portfolio items
5.2.3.2.1. Generalization

●​ Likewise, this SWOT analysis highlights that generalized standards for all portfolio
products may be a weakness because it restrains the adaptability of these products
and items in the business.

5.2.3.2.2. Imitability

●​ What's more, numerous Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone items are imitable.
●​ Several items in the portfolio have been imitated by completion, and are also being
provided by them at different price points.
●​ Though the quality is unique to Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone, the competing players have also developed close enough,
and acceptable products.
●​ This business condition engages competition, as has been highlighted already.

5.2.3.3. Fighting the challenge of imitation

●​ The internal factors in this section of the SWOT analysis of Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone demonstrate that the business
must create qualities to diminish the unfavourable impacts of impersonation and the
impact of high value focuses on the organization's share of the overall industry in the
international and local business.

5.2.4. Opportunities for Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone (External Strategic Factors)
This section of the SWOT analysis and strategic model focuses on external components
that opportunities for business development and advancement. For this situation, the key
opportunities accessible to Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone are:
5.2.4.1. Green business products

●​ With an increased focus and awareness of health and wellness lifestyles by

consumers, it is important that Casper Sleep Inc Marketing the One Perfect Mattress
for Everyone recognizes this as a viable business opportunity.
●​ Increased numbers of consumers are shifting to the green lifestyle of consuming
environmentally friendly and organic products.
 ●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone should focus on
the expansion of the product portfolio: inclusion of green products and
environmentally sustainable services are suggested.

5.2.4.2. Expansion in emerging markets

●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone can expand its
income streams through expansion and developing presence in emerging markets –
such as Brazil, China and India.
●​ This opportunity draws consideration far from the U.S. region, where the majority of
the organization's incomes are created.

5.2.4.3. Business enhancement

●​ Likewise noteworthy in this SWOT analysis of opportunities is the opportunity of

business enhancement and further business development.
●​ This can help improve the long term position of Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone.
●​ For instance, through higher diversification of the portfolio and the overall business,
the Casper Sleep Inc Marketing the One Perfect Mattress for Everyone organization
can diminish its reliance on its present enterprises, and along these lines work
towards improving its general income development.

5.2.4.4. Partnerships with different firms

5.2.4.4.1. Diversification through Partnerships

●​ Diversification is right now a minor strategy as can be observed from Casper Sleep
Inc Marketing the One Perfect Mattress for Everyone ’s competitive strategy and its
overall directive strategy as well.
●​ The business environments likewise display the chance to enhance the
organization's competencies and strengths
●​ This will also increase its share of the overall industry through the association’s s
with different firms. For example, a partnership with real retailers improves
dispersion.

5.2.4.4.2. Development of corporate clientele

●​ The company can also formulate new B2B relations and contracts with other
companies and corporate entities.
●​ The external key factors in this section of the SWOT analysis demonstrate that
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone can improve its
industry position by building up its activities to make use of the opportunities in the
international business markets.
5.2.5. Threats facing Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone (External Strategic Factors)
Threats against the Casper Sleep Inc Marketing the One Perfect Mattress for Everyone
business are distinguished in this piece of the SWOT analysis. Threats are external
components that decrease or breaking point of business execution. In this case of Casper
Sleep Inc Marketing the One Perfect Mattress for Everyone, the following section looks at,
and assesses threats that apply to the organization in question:
5.2.5.1. Price wars by competition

●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone competes with a
wide assortment of firms in the local as well as the international market.
●​ For instance, the organization competes against significant premium companies as
well as against cheaper companies that offer cheap priced items and products.
●​ This external but important factor in the SWOT assessment undermines Casper
Sleep Inc Marketing the One Perfect Mattress for Everyone because such competing
players can lessen the organization's share of the overall industry by competing
based on low prices and overall low costs of production.

5.2.5.2. Increased competition

●​ Additionally, this SWOT assessment also analyses increased competition as a

noteworthy threat against the business.
●​ In light of the organization's shortcomings, the risk of imitation includes firms that
attempt to duplicate the taste, look and feel of Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone items.
●​ Saturated market place and industry can also lower sales of the organization and
shrink its share of the overall pie
●​ Increased competition can also lead to the increased cost of doing business for the
organization if they bring innovative processes, and implement novice systems to
control costs

5.2.5.3. Independent players

●​ The industry environment and profitability are liable to invite independent

developments, and small-scale players.
●​ These players may not have high levels of integration and may be retailers and
marketers for items produced during backward integration.
●​ Strategic marketing techniques and promotional communications are expected to
neutralize the impacts of these patterns.
●​ This section of the SWOT analysis of Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone recognizes external key factors that force difficulties to
international expansion and growth of the company as well as highlight market
infiltration.

5.3. TOWS Matrix

TOWS analysis will allow Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone to identify and understand the strategic choices and future strategic options and
directions available to the company. The TOWS matrix and analysis will help Casper Sleep
Inc Marketing the One Perfect Mattress for Everyone to look at various possible future and
long term situations, and ill force Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone to look at these options by questioning strategic directives such as:

●​ How will Casper Sleep Inc Marketing the One Perfect Mattress for Everyone make
the most of its strengths and core competencies?
●​ How will Casper Sleep Inc Marketing the One Perfect Mattress for Everyone
Circumvent its weaknesses and shortcomings?
●​ How will Casper Sleep Inc Marketing the One Perfect Mattress for Everyone
capitalize on the various opportunities present in the business environment?
●​ How will Casper Sleep Inc Marketing the One Perfect Mattress for Everyone ward
off, and manage the threats that are present in the external business environment?

The analysis of the SWOT and the subsequent assessment and development of the TOWS
matrix will allow the Casper Sleep Inc Marketing the One Perfect Mattress for Everyone to
be able to identify the following answers:

●​ Strengths and Opportunities (SO) – How would Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone be able to utilize on its strengths to exploit the
opportunities?
●​ Strengths and Threats (ST) – How would Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone be able to exploit its strengths and core competencies
to keep away from genuine and potential threats?
●​ Weaknesses and Opportunities (WO) – How would Casper Sleep Inc Marketing the
One Perfect Mattress for Everyone be able to capitalize on its opportunities to
overcome the weaknesses that Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone is encountering?
●​ Weaknesses and Threats (WT) – How would Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone be able to limit its weaknesses and evade threats?

5.3.1. TWOS matrix visual presentation

Table 1 TWOS matrix for Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone

Casper Sleep Inc Marketing the Strengths Weakness

One Perfect Mattress for
Everyone​ ●​ Leading premium company that ●​ Major dependence on the market
TWOS Matrix operates internationally the country of origin market
●​ Leading presence across ●​ Despite being in operation for
countries decades, has standard procedures
●​ Reasonable control over and regulations for all portfolio ite
production and distribution due ●​ Imitability possible by competition
 to backward and forward
integration

Opportunities SO strategies WO Strategies

●​ New South Asian and ●​ Expanding into Asia Pacific ●​ Increasing more stores outside th
Asia Pacific regions region and stabilizing emerging country of origin, and in other par
available for expansion markets by opening new stores of the world – especially emerging
– emerging markets and developing new products markets such as India, China and
●​ Acquisition of Brazil
medium-sized similar
companies and shops in
developing countries

Threats ST strategies WT strategies

●​ Increased marketing ●​ Improving the ambience of ●​ Increase budget for marketing

from competing service, focusing on augmented communications, and strategic
players, which might service levels when providing promotions and pursue a modera
affect sales negatively products and adapting to local expansion strategy
●​ An increasing number culture.
of independent
producers and
marketers
●​ Increased and
saturating competition

●​ The TOWS Matrix is a moderately basic strategic tool used by Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone for producing key alternatives and
identifying key strategic alternatives that may be pursued by Casper Sleep Inc
Marketing the One Perfect Mattress for Everyone.
●​ By utilizing it, Casper Sleep Inc Marketing the One Perfect Mattress for Everyone
can take a look towards understanding that it can best exploit the opportunities
present, while at the same time also limit the effect of shortcomings and ensure itself
against threats.

5.4. ANSOFF Matrix

●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone has viably
utilized this instrument to develop a procedure for accomplishing competitive
advantage in the industry and various markets it operates in.
●​ Recently, Casper Sleep Inc Marketing the One Perfect Mattress for Everyone has
made use of the four strategies of Ansoff matric to maintain competitive advantage
and leadership position. These strategies are
 o​ Market development
o​ Market penetration
o​ Product development
o​ Product penetration

The following section highlights the various strategies that may be used through the Ansoff
matrix. These strategies have been highlighted and identified through vigorous research
methodologies, as well as through expert analyst data and opinion.
5.4.1. Market development strategies
5.4.1.1. Advertising and promotion of products

●​ One of the most popular means of developing a market is to use marketing

strategically.
●​ By making use of advertising and marketing communications, the company will be
able to disseminate information about its product, and the various benefits of
consumption to its target market easily.
●​ Also, the use of social media for marketing will, at the same time allow the company
to communicate directly with the consumers, and answer their queries.

5.4.1.2. Education about product consumption.

●​ The company can make use of widespread marketing campaigns using traditional
means as well as means of social media to increase awareness of their product
amongst the target market.
●​ This task of educating the markets will give the company a first-mover advantage, as
well as develop important functional appeals for the product.

5.4.2. Market penetration strategies

5.4.2.1. Geographical expansion

●​ The company can expand into other markets through its previous experience, as well
as through partnerships and contracts with other agents and parties.
●​ The company can also develop subsidiaries, as well as offer its products through
franchising as well as licensing.
●​ The geographical expansion is suggested into emerging economies because of the
favourable income levels of the consumers, as well as the growing infrastructure.

5.4.2.2. Increased number of retail outlets and retail presence

●​ The company can penetrate existing markets by offering more shops or making its
product more widely available.
●​ This may be done through increasing the accessibility of the product at places where
the target consumers are expected to purchase from, as well as improving the
interaction of the product with consumers at different touchpoints.
5.4.2.3. Online retailing

●​ Another means of improving market penetration is through online retailing. Casper

Sleep Inc Marketing the One Perfect Mattress for Everyone can stock its products on
online retailing sites locally and internationally.
●​ This would help the company improve sales, accessibility, as well as reach higher
levels of target consumers. All of this, in turn, would increase market penetration.
●​ Besides, it would also help the company maintain and control costs for Casper Sleep
Inc Marketing the One Perfect Mattress for Everyone, and thereby help it achieve
cost leadership in the industry

5.4.3. Product development strategies

5.4.3.1. Research and development

●​ To be able to develop new products, the company should have a focused interest
and budget sending allocated to new product research and development.
●​ This research would take a basis in the consumer market and the overall market
trends, to identify the gap in consumer demands, and market availability of different
products.
●​ The new product would then generally be aimed towards fulfilling this gap.

5.4.3.2. New product development labs

●​ The company should have dedicate incubation labs for the development of new
products.
●​ This means that this development should be a focused and separate entity that
should focus on the company’s innovation.
●​ The company should also hire the right talent for business development and
innovation to be able to achieve targets and goals accordingly.

5.4.3.3. Market testing

●​ New products should follow PD cycles for testing before launching in a market.
●​ This will ensure that the company can fix any loopholes present in the product, as
well as incorporate positive feedback.

5.4.3.4. Strategic Marketing

●​ The company should also have a focused and strategic budget for marketing and
communications allocated for new product development.
●​ This is because the company will need to increase the appeal, as well as develop
functional and emotional appeals and characteristics of the new product.
●​ Communicate with the consumers to enhance sales as well as increase likeability
and rate of consumption and trial.
5.4.4. Product penetration strategies
5.4.4.1. Acquiring personally owned retail to strengthen its presence.

●​ One way of increasing product penetration is that the company directly manages and
controls sales operation through owned retail.
●​ This will give the campy leverage over communication, as well as product stocking
and placement.

5.4.4.2. Diversification of portfolio

●​ The company can further expand its portfolio as a means of product penetration.
●​ The expansion of the portfolio will allow the company to reach a different and diverse
target group, thereby increasing the overall share of the pie for the company
●​ This will also increase Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone ’s products’ accessibility to different consumers.

5.5. SAF criteria

5.5.1. How Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone can strengthen its strategic position using SAf criteria

●​ When Casper Sleep Inc Marketing the One Perfect Mattress for Everyone is deciding
upon a certain strategic direction for the future, it will face challenges.
●​ Choosing the right strategy at the right time can be a daunting task for managers.
●​ It is therefore important that managers look at the strategy from aspects of its value
and viability.
●​ The principal thing the managers of Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone will have to do is settle on a foundation by which to evaluate
the different strategic alternatives.
●​ They will also need to choose a viable methodology is to assess the different
strategies independently.
●​ Strategies can be evaluated and assessed using criteria of suitability, acceptability
and feasibility (SAF).
●​ The following section weighs different strategies and possible future directives for
Casper Sleep Inc Marketing the One Perfect Mattress for Everyone based on the
SAF criteria.

5.5.2. Creation of a menu for high-income groups

5.5.2.1. Suitability
5.5.2.1.1. New market development

●​ This strategy is suitable because it will allow Casper Sleep Inc Marketing the One
Perfect Mattress for Everyone to develop new markets by tapping into new
consumer groups.
 ●​ At the same time, it will allow the company to penetrate higher into existing markets.
●​ Both these possibilities can be realized because Casper Sleep Inc Marketing the
One Perfect Mattress for Everyone invests in consumer research and has a strong
financial standing.

5.5.2.2. Acceptability
5.5.2.2.1. Alignment with organizational goals

●​ The strategy is acceptable because it is in line with the company’s goals and
mission.
●​ Also, it is also in line with the internal marketing and culture of the organization.

5.5.2.2.2. Financial risk

●​ As such, the strategy does not pose any risk – financially and otherwise and is also
palatable for stakeholder reactions.
●​ Lastly, the strategy promises to give high returns. Overall, the strategy appears to be
highly acceptable.

5.5.2.3. Feasibility
5.5.2.3.1. Market research and financial cushioning

●​ This strategy is highly feasible.

●​ This is because the company already operates along with this mission, and has high
levels of market research and information regarding high-income groups.
●​ This information could be utilized for creating a suitable menu for high-income
groups.
●​ At the same time, the company also has the financial power to introduce premium
menu items for the higher class – to expand its menu accordingly.

5.5.3. Creation of a healthy menu for existing target consumer groups

5.5.3.1. Suitability
5.5.3.1.1. Diversification of product portfolio

●​ This strategy would require a high diversification of the product portfolio.

●​ This is suitable because the company has the resources and the information to make
strategic decisions about diversification.

5.5.3.1.2. Innovation

●​ Moreover, the company also innovates regularly, which can be an added benefit for
the suitability of the strategy.
5.5.3.2. Acceptability
5.5.3.2.1. Risk of financial investment

●​ This strategy appears to be moderately acceptable.

●​ This is because it poses a risk through diversification with high levels of finances
invested, the company can never be too sure of the consumer reactions.

5.5.3.2.2. Risk of new product development

●​ Therefore, the risk of new product development and consumer reaction would be
there.
●​ Also, the acceptability is also low because of stakeholder reaction – who might not
all agree with the expansion of the portfolio horizontally – i.e. The broadening of the
portfolio away from the core offerings.
●​ Lastly, if the strategy works, it promises high returns, which make sit low to
moderately acceptable.
●​

5.5.3.3. Feasibility
5.5.3.3.1. Market research and financial cushioning

●​ This strategy is also feasible for the company.

●​ This is because of the company’s strong financial position, as well as its ability to
researching into different market trends and patterns.
●​ The identification of these trends and patterns is important for being able to decide
which market and industry to diversify into for the company.

5.5.4. Increasing existing advertising expenditure

5.5.4.1. Suitability
5.5.4.1.1. Focused budgeting

●​ This strategy is suitable because the company has high and focused budgeting for
marketing and communications.
●​ This would also allow Casper Sleep Inc Marketing the One Perfect Mattress for
Everyone to withdraw from failing markets or markets that have a weak share, and
gain access to rising markets.

5.5.4.1.2. Strategic marketing

●​ The company will be able to exploit its research and development for strategic
marketing
●​ Casper Sleep Inc Marketing the One Perfect Mattress for Everyone will also make
use of existing systems and products to reach new consumer groups through
marketing.
5.5.4.2. Acceptability
5.5.4.2.1. Return on investment

●​ The strategy is acceptable because it poses a low risk in terms of investment in

strategic marketing.
●​ Also, it promises high returns on investment in marketing through the promise of
increased awareness, increased penetration, increased brand recall and brand
recognition – all of which will translate into higher sales.
●​ Lastly, stakeholders will also not frown upon this strategy, which makes it more
acceptable to implement.

5.5.4.3. Feasibility
5.5.4.3.1. Market research and financial cushioning

●​ The strategy is highly feasible because the company has a strong financial standing.
●​ This means that the company can afford to increases budget for marketing
purposes.
●​ However, for the stagey to be successful, it is important that the company aces sure
that all promotional campaigns developed are in sync with consumer needs,
demands and behaviour.
●​ This is again possible for the company because of its investment in research and
development.

6. FINAL RECOMMENDATIONS
Based on the overall internal and external analysis done for Casper Sleep Inc Marketing the
One Perfect Mattress for Everyone, this section will offer recommendations which will help
the company take on strategic directions that will enhance its core competencies and
capabilities, as well as reduce its chances for risks and threats? The following
recommendations are thus made for Casper Sleep Inc Marketing the One Perfect Mattress
for Everyone :

6.1. Strengthen distribution network

6.1.1. Control
This is an important strategic recommendation as it will allow higher control to the company
over its products in different markets. The company will be able to control where its
products are placed, and thereby, will also be able to enhance the accessibility and easy
availability of its products.
6.1.2. Stronger relation with consumers
At the same time, the strengthening of the distribution network will allow the company to
work more closely with end consumers by being able to reach them with the same high
quality of products across different markets.
6.2. Develop unique marketing tactics
6.2.1. Higher penetration
This strategic recommendation will help the company reach a higher number of consumers
and penetrate deeper into target consumer groups. Also, this strategy will allow the
company to increase trial and consumption and sales of its products.
6.2.2. Forming a partnership with consumers
Unique marketing tactics will involve new and informed strategic means of communicating
with the consumers and engaging them with the brand. One way that this can be done is by
making consumer co-producers for the brand. Another way that Casper Sleep Inc Marketing
the One Perfect Mattress for Everyone can do this is through co-branding with other similar,
yet dissimilar brands and companies to enjoy higher market visibility amongst target
consumers.

6.3. Adapt to different cultural aspects of different markets

6.3.1. Identify different consumer group characteristics
Each market and target group has distinct characteristics. This recommendation is
suggested so that the company can connect better with different target groups in different
markets.
6.3.2. Adapt to and respond to characteristics
By adapting to different cultural and regional characteristics, the company will be able to
present itself better to target consumers – who would then feel a greater affinity, and more
likeliness of consuming the product and the service.

6.4. Expand into new regions

6.4.1. Market expansion
Another strategic recommendation for Casper Sleep Inc Marketing the One Perfect
Mattress for Everyone is to expand into newer regions and markets. This can be done by
expanding into new markets, firstly. This expansion will give the company exposure to new
consumer groups. Increase the overall consumption rate, as well as diversify income
streams. Also, it will give the company related expansion exposure regionally as well as
internationally.
6.4.2. Product diversification
Another means of expansion is through product diversification. By adding new products, the
company will be Abe to penetrate deeper into existing markets bye exploring new consumer
groups, and new target consumer groups. This will also diversify income streams for the
company, and increase its overalls hare of the market.
6.5. Strengthen value network
By strengthening the value network further, and by adding quality and enhanced elements
at different stages, the company will be able to maintain competitive advantage, as well as
put off new players from the industry by increasing barriers to entry. This will allow the
company to maintain sustainable competitiveness over other players, as well as maintain a
possible leadership position in the local and international markets and industry.

7. References
Bierly, P. & Hämäläinen, T., 1995. Organizational learning and strategy. Scandinavian
Journal of Management, 11(3), p. 209–224.
Cole, G., 2003. Strategic Management. Boston: Cengage Learning EMEA.
Collier, D. & Evans, J., 2009. Operations Management. Boston:MA: Cengage Learning.
Haron, A., 2016. Standardized Versus Localized Strategy: The Role of Cultural Patterns in
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