政大個案中心
學門類別
毅偉
最新個案

Sleepwell: Engineering Dreams One Layer at a Time

  • 商品編號：W39412
  • 商品分類：Case (Field)
  • 頁數：14
  • 出版日期：2025-03-01
內容大綱
Sheela Foam Limited was established in 1971 and become a prominent competitor in India’s premium mattress market by 2023. Through its flagship brand, Sleepwell, the company transitioned from manufacturing polyurethane foam to high-quality finished mattresses, capitalizing on India’s economic liberalization of the 1980s that spurred significant market growth. By 2023, the Indian mattress market had grown to a value of US$525 million, from US$408 million in 2018, presenting both opportunities and challenges. Competition from low-cost locally made cotton mattresses intensified as new entrants exploited favourable taxation structures. After Sheela Foam Limited acquired competing brand Kurl-on in 2023, the company’s chairman faced the dual challenge of enhancing brand recognition while managing an extensive product range and streamlined distribution channels. The acquisition introduced complexities in organizational integration that required redefining and realigning the company’s combined workforce and sales distribution channels.
學習目標
This case is suitable for upper undergraduate, graduate, and executive training level courses in strategy and general management. After working through the case and assignment questions, students will be able to accomplish the following objectives:<br><br><ul><li>Understand the difference between served and underserved markets.</li><li>Discuss the challenges that arise after merging two companies with strong market position and brand presence.</li><li>Analyze the characteristics of a fragmented market and develop creative growth strategies for an established company with significant market share in a served market.</li><li>Prepare a brand promotion strategy for optimal return on investment from marketing expenses.</li></ul>
涵蓋主題
新增
新增