SWOT ANALYSIS OF

KING KOILS COMPANY

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STRENGTH
made of 5 zone contour quilted foam
natural latex

memory foam

Silk blend fibre

Clima Cool quilting

delightful bamboo-rich quilting

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STRENGTH
develops and manufactures a wide range of sleep products
Inner Spring mattress
Fibre Coir mattress
HR Foam mattress
Memory Foam Mattress
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STRENGTH
has 9 licensees currently servicing the demand in the United States
over 30 licensees around the world
products can found in more than 80 countries throughout the world,
worldwide heartquarters located just outside of Chicago, Illinois.

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WEAKNESS
warranty of King Koils mattresses are only 10 years
Other companies have 15 years limited warranty of the mattresses

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WEAKNESS
the mattress is too soft for medium support.
no side support bars
easy to roll off the bed

feel hot to sleep on because the cooling mattress protector of the

mattress does not function well.

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OPPORTUNITY
only mattress brand recognized by the Foundation for Chiropractic
Education and Research (ICA)
only mattress endorsed by The Foundation for Chiropractic Education
and Research (FCER)
King Koil Malaysia is a member of the International Sleep Products
Association
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TREATS
market of mattress become bigger and the competitors become more
King Koil faces many competitors but they cant defeat the competitors
does not suit the customers needs and wants

Market price of King Koils mattress is higher than other companies

customers not willing to buy King Koils products

customers shift to other companys product

directly affect the sale of products drop

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