Healthcare competitive analysis
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Healthcare Competitive Analysis. KI vs. OFS Brands July, 2010. Objective. Provide a formal competitive product analysis that can be leveraged to identify gaps, threats and opportunities within KI’s product portfolio as compared to OFS Brands

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Healthcare Competitive Analysis

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Healthcare competitive analysis

Healthcare Competitive Analysis

KI vs. OFS Brands

July, 2010


Objective

Objective

  • Provide a formal competitive product analysis that can be leveraged to identify gaps, threats and opportunities within KI’s product portfolio as compared to OFS Brands

  • Define action steps and recommendations for product responses to OFS


Competitive analysis

Competitive Analysis

  • OFS Brands is the parent company for OFS, Carolina, Lowenstein, First Office, and Styline Logistics (transportation)

  • Each furniture entity of OFS Brands offer lobby and lounge solutions while Carolina is the leader of healthcare solutions

  • Carolina’s offering includes patient seating, lobby and lounge seating, sofas, sleep over seating, tables and case goods


Lobby lounge summary

Lobby Lounge Summary

What OFS says about their brands:

“Our corporate strategy is simple; to build the finest products backed by the best customer service and support in the industry. All of our employees are dedicated to designing and building furniture that is both functional and value conscience, yet style driven. With a pool of award-winning designers, our product line encompasses lounge, guest, multiple/modular and healthcare setting, as well as occasional tables, in a range of styles from transitional to contemporary.”

Key Features:

1.) OFS offers 4 different brands (OFS, Carolina, First Office, and Lowenstein) which each offer their own separate collections of lobby lounge products within a visual range that support environments from traditional to contemporary.

2). Virtually every collection is available in full families that include multiple seating, sofas, loveseats, tables and chairs with various arm styles

3). Products feature standard cleanouts, replaceable components and lifetime warranties


Lobby lounge positioning

Lobby Lounge Positioning

OFS Offering

Informal

Intrigue

Essence

Contemporary

Traditional

Willow

Realm

Waterfall

Anzio

Taglio

Senna

Cadiz

Available as full collections

Formal


Lobby lounge positioning1

Lobby Lounge Positioning

Carolina Offering

Informal

Amico

Amenity

Y60

Contemporary

Traditional

Kanvas

Hide

Mick

Advent

Enclave

Entente

Aeon

Val

Formal


Lobby lounge positioning2

Lobby Lounge Positioning

Lowenstein Offering

Informal

Karma

Evolution 491

Blues

Ovation

Morgan

Stryde

Evolution

Piazza

Contemporary

Traditional

Linear

Fashion

Cubic Neo

Cubic Via

Elide

Episode

Scope

Cubic

Biscyane

Edge

Silhouette

Available as full collections

Formal


Lobby lounge positioning3

Lobby Lounge Positioning

First Office Offering

Informal

Contemporary

Traditional

G3

Slim

Razz

Available as full collections

Formal


Lobby lounge positioning4

Lobby Lounge Positioning

KI Product Offering

Informal

Grand Salon

Pomfret

Arissa

Lola

Sela

Soltice

Contemporary

Traditional

Lido

Tea Cup

Jesse

Cody

Centurion

Neenah

Mesa

Formal


Lobby lounge positioning5

Lobby Lounge Positioning

OFS Product Offering

KI Product Offering

Arissa $1730

Essence $2,114

Lola $1,349

Willow $1,696

Mesa $1,253

Waterfall $1,618

List Range $1,020-$1,730

List Range $1,090-$2,114

2008 Pricing, 3.5% increase reflected

All pricing COM

Sela $1,250

Cadiz $1514

Jessa $1,179

Taglio $1,487

Neenah $1,020

Intrigue $1,090

2009 List Pricing Map (KI Least Expensive Fabric Grade)


Lobby lounge positioning6

Lobby Lounge Positioning

Carolina Product Offering

KI Product Offering

Arissa $1730

Advent $2,120

Lola $1,349

Hide $1,668

Mesa $1,253

Y60 $1,556

List Range $1,020-$1,730

List Range $1,121-$2,120

2008 Pricing, 3.5% increase reflected

All pricing COM

Sela $1,250

Val $1,277

Jessa $1,179

Enclave $1,190

Neenah $1,020

Kanvas $1,121

2009 List Pricing Map (KILeastExpensive Fabric Grade)


Lobby lounge positioning7

Lobby Lounge Positioning

Lowenstein Product Offering

KI Product Offering

Arissa $1730

Karma $1,836

Lola $1,349

Edge $1,765

Mesa $1,253

Evolution $1,565

List Range $1,020-$1,730

List Range $1,213-$1,836

2008 Pricing, 3.5% increase reflected

All pricing COM

Sela $1,250

Scope $1,411

Jesse $1,179

Silhouette $1,321

Neenah $1,020

Piazza $1,213

2009 List Pricing Map (KI Least Expensive Fabric Grade)


Lobby lounge positioning8

Lobby Lounge Positioning

First Office Product Offering

KI Product Offering

Arissa $1730

G3 $1,292

Lola $1,349

Mesa $1,253

List Range $1,020-$1,730

List Range $870-$1,292

2008 Pricing, 3.5% increase reflected

All pricing COM

Razz $1,099

Sela $1,250

Jessa $1,179

Slim $870

Neenah $1,020

2009 List Pricing Map (KI Least Expensive Fabric Grade)


Ki lobby lounge swot

KI Lobby Lounge SWOT

  • Strengths: Price competitive and flexible support of custom products, Core Market Focus

  • Weaknesses: Dated offering

  • Opportunities: Expansion of existing lines and offering of new collections

  • Threats: OFS leveraging their multiple brands to offer a wider breadth of product and price point.


Recommendation lobby lounge

Recommendation Lobby Lounge

  • Advance Lyra collection

  • Continue to develop new holistic collections with updated aesthetics


Patient room summary

Patient Room Summary

Key Features:

1.) Carolina offers 9 separate collections of patient seating vs. KI’s 6

2). Collections range from traditional to contemporary supported by full lines of solutions including sofas, loveseats and tables

3). Solid maple construction, standard cleanout, spring seat construction with lifetime warranty


Patient room positioning

Patient Room Positioning

Carolina Product Offering

Informal

Voyage

Amenity

Silvr Ion

Contemporary

Traditional

Hip

Amico

Orchestra

Coronado

Hampton

Whitney

Formal


Patient room positioning1

Patient Room Positioning

KI Product Offering

Informal

Warren

Soltice

Rose

Briar Motion

Soltice Motion

Briar

Flex Motion

Contemporary

Traditional

Flex

Perth

Perth

Formal


Patient room positioning2

Patient Room Positioning

Carolina Product Offering

KI Product Offering

Briar $1,541

Hip $1,450

Silvr Ion $1,428

Soltice $1,532

Warren $1,397

List Range $889 - $1,450

Reflects 2008 3.5% Price Increase COM

Amico $1,360

List Range $900-$1,541

Note Motion Options:

Soltice Motion= $1,954

Briar Motion= $1,588

Perth Motion= $1,420

Flex $1,319

Amenity $1,244

Perth $945

Orchestra $1,144

Hampton $889

Rose $900

2009 List Pricing Map (Least Expensive Fabric Grade)


Ki patient room swot

KI Patient Room SWOT

  • Strengths: Specials, Core Market Focus, Appeal of the Motion chairs

  • Weaknesses: Overall KI appears dated. Do not offer full families

  • Opportunities: Leverage Motion chairs, expand offerings

  • Threats: Carolina offers full collections that include bariatric, lounge, sofas and guest seating


Patient room recommendation

Patient Room Recommendation

  • Advance new collections with an updated aesthetic

  • Need updated finish options to provide more appealing A&D options. (HP wood appears painted and Beach is a standard)

  • Invest in product line extension and initiatives to update the overall appearance of products.


Recliners summary

Recliners Summary

Key Features:

1.) Carolina offers 11 separate recliners as part of collections in most cases bariatric rated recliners are available as an option with a bariatric load of 500lbs or 750lbs

2). The “Orchestra Treatment Chair” has 3-position centrally locking casters, an optional pull out “transporter base”, and optional folding armrests


Recliners positioning

Recliners Positioning

Carolina Product Offering

Informal

Voyage Open Arm 3-position

Voyage Closed Arm Sleep

Amenity

Contemporary

Traditional

Amenity Bariatric

Amenity Sleep

Orchestra Treatment

Orchestra Glider Recliner

Amico

Coronado

Hampton

Whitney

Formal


Recliners positioning1

Recliners Positioning

KI Product Offering

Informal

Three and Three II

Flex

Soltice

Soltice II

Contemporary

Traditional

Perth II

Briar

Perth

Formal


Recliners positioning2

Recliners Positioning

Carolina Product Offering

KI Product Offering

Amenity Bariatric $2,892

Three $3,244

Voyage Closed Arm $2,681

Soltice $2,303

Orchestra $2,564

List Range $1,762-$3,244

List Range $1,902-$2,892

2008 Pricing, 3.5% increase reflected

All pricing COM

Perth $2,072

Whitney $2,042

Flex $1,762

Coronado $2,038

Amico $1920

Briar $1,762

2009 List Pricing Map (KI Least Expensive Fabric Grade)


Ki recliners swot

KI Recliners SWOT

  • Strengths: Specials, Core Market Focus

  • Weaknesses: Lack of Trendelenburg option on recliner extensions (Soltice II, Three II, and Perth II).

  • Opportunities: Support the new “II” offerings and develop new visually appealing collections

  • Threats: Carolina has a wide range of recliner solutions for virtually any application


Recliners recommendation

Recliners Recommendation

  • Support the Soltice II, Three II, and Perth II line extensions that were currently released, develop a Trendelenburg option to line extensions


Sleepover summary

Sleepover Summary

Key Features:

1). Available collections have complementary guest and patient room seating options.

3). Solid maple construction, standard cleanout, with lifetime warranty


Sleepover positioning

Sleepover Positioning

Carolina Product Offering

Informal

Retrospect Sofa

Amico Sleeper Chair

Amenity Sleep Recliner

Contemporary

Traditional

Coronado Sleep Chair

Hampton Sleeper Loveseat

Whitney Sleeper Loveseat

Formal


Sleepover positioning1

Sleepover Positioning

KI Product Offering

Informal

Three

Laresta

Briar

Three Loveseat

Soltice

Briar Loveseat

Daybed

Contemporary

Traditional

Flex

Flex Loveseat

Perth Loveseat

Perth

Formal


Sleepover positioning2

Sleepover Positioning

Carolina Product Offering

KI Product Offering

Daybed $5,422

Hampton Sleeper Loveseat $3,187

Three Loveseat $3,960

Whitney Sleeper Loveseat $3,187

List Range $2,270-$3,187

2008 Pricing, 3.5% increase reflected

All pricing COM

List Range $3,558-$5,422

Laresta $3,945

Retrospect $2,693

Briar Loveseat $3,674

Coronado Sleep Chair $2,270

Perth Loveseat $3,558

2009 List Pricing Map (KI Least Expensive Fabric Grade)


Ki sleepover swot

KI Sleepover SWOT

  • Strengths: Category leader with the broadest offering and most innovation, very price competitive

  • Weaknesses: Dated appearance

  • Opportunities: Push unique solutions and innovation with updated aesthetic

  • Threats: Carolina leveraging their lower price point on sleepover solutions


Sleepover recommendation

Sleepover Recommendation

  • Ensure that sleepover product is part of each new collection


Bariatric summary

Bariatric Summary

Key Features:

1.) Carolina offers 10 separate collections of bariatric seating. All Bariatric products are available in a 500lb or 1000lb offering

2). Collections range from traditional to contemporary supported by full lines of solutions including, multiple seating, sofas, loveseats and tables

3). Solid maple or metal construction, standard cleanout, spring seat construction with lifetime warranty, field replaceable seats on some models


Bariatric positioning

Bariatric Positioning

Carolina Product Offering

Informal

Amenity Panel Arm

Amenity Metal

Voyage

Amenity O/A

Contemporary

Traditional

Amico

Silvr Ion

Coronado

Orchestra

Whitney

Hampton

Formal


Bariatric positioning1

Bariatric Positioning

KI Product Offering

Informal

Three

Versa

Soltice

Arissa

Briar

Contemporary

Traditional

Flex

Perth

Formal


Bariatric positioning2

Bariatric Positioning

Carolina Product Offering

KI Product Offering

Soltice $2,082

Silvr Ion $1,401

Arissa $1,730

Amico $1,376

Flex $1,345

Amenity $1,274

List Range $1,150 - $1,401

2008 Pricing, Reflects 3.5% Increase, All prices COM, Does not include bariatric specific lounge chairs comparable to Soltice and Arissa

List Range $565-$2,082

Three $1,262

Whitney $1,188

Briar $1,245

Coronado $1,178

Orchestra $1,150

Versa $565

2009 List Pricing Map (KI Least Expensive Fabric Grade)


Bariatric swot

Bariatric SWOT

  • Strengths: Leader in establishing Bariatric test standards. Specials and Core Market Focus. Arissa pricing

  • Weaknesses: Limited offering and dated visuals

  • Opportunities: Continue forward with the Universal approach as defined with Arissa

  • Threats:Carolina leveraging success within other product categories to offer a complete package


Bariatric recommendation

Bariatric Recommendation

  • Define and advance the development of products that leverage the Universal approach to design for all sizes


Patient casegoods summary

Patient Casegoods Summary

Key Features:

1.) Carolina offers 3 lines of casegoods

2). Collections range from traditional to contemporary and are designed to compliment their wide variety of seating collections


Patient casegoods positioning

Patient Casegoods Positioning

Carolina Product Offering

Informal

Contemporary

Traditional

Senso

Logique Veneer

Logique Laminate

Formal


Patient casegoods positioning1

Patient Casegoods Positioning

KI Product Offering

Informal

Contemporary

Traditional

Dante

Formal


Patient casegoods positioning2

Patient Casegoods Positioning

CarolinaProduct Offering

KI Product Offering

Senso $1,859

Dante $1,000

List Range $834-$1,859

Nightstand

2010 Pricing

List Range $1,000 (Three drawer Nightstand)

Logique Veneer $1,475

Logic Laminate $834

2009 List Pricing Map (Least Expensive Fabric Grade)


Ki patient casegoods swot

KI Patient Casegoods SWOT

  • Strengths: Core market focus

  • Weaknesses: Lack of options and offerings

  • Opportunities: Ensure that each new patient room and lobby collection have a casegoods offering

  • Threats: While still small, Carolina has a broader offering in both price and aesthetic


Patient casegoods recommendation

Patient Casegoods Recommendation

  • Ensure that each new patient room offering includes a line of casegoods.

  • Expand Dante visual options to complement numerous KI patient room and lobby solutions


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