COMPETITOR ANALYSIS

PotentialDirect Competitors
Our possible competitors are manufacturers of furniture that is made of natural
resources such as abaca and rattan which is close to banana fiber.
Diretso
Diretso could possibly be our competitor that creates furniture made from natural
resources such as abaca, wicker, rattan and woods. Many stylish as well as traditional
restaurants have bought their furniture, they fitted out both simple fast food stores.
Murillo
Murillo could also be one of our company’s competitor in the market that
manufacture furniture that is made of rattan, wicker, abaca, woods, and sea grass. It is
located in Cebu with about 150 craftsmen and craftswomen.

Potential Indirect Competitors

Our probable indirect competitors are manufacturer of furniture that is made of
mattress and cushions.
Mandaue Foam Furniture
Mandaue Foam has made its name well-known across the country by being the
go-to store for everything mattress and cushion. They opened their first Luzon branch in
2007 and currently they have more than 20 factories and showrooms situated in
strategic locations nationwide.

Furniture Republic
A relative newcomer in the furniture scene, Furniture Republic is definitely
making its name known nationwide, especially now that its endorser is pop star Sarah
Geronimo. Despite looking very high-end, their furniture pieces are retailed at very
reasonable prices.
 COMPETITIVE ANALYSIS

Murillo

Projects and Shows and Their signature Products are

Unique Selling Events that Exhibit that Flex Foam and imported from
Proposition promotes their features their Hotel Quality Shanghai and
products. products. Gala Bed Malaysia.
Mattress.

 Families in  Families in  Families in  Families in

Target Market the middle middle middle middle and
class class class upper class
 Restaurants  Hotels  Hotels  Department
 Hotels  Resorts stores
 Supermarkets
 Home depot
stores
Strengths Used by 5-star Winning twice  Offering Using celebrity
hotel and the best customized endorser.
restaurants. product design furniture.
in Mugna  Nationwide
Awards during Shipping
the Philippine system.
International
Furniture Show
in 2010.

Weaknesses Their website Lack of media There is a Delivery time of

requires promotion. Shipping fee products takes
account to based on long since they
preview and regions. import it from
access their Malaysia and
products. Shanghai.
 FURNITURE COMPONENTS

Murillo

Abaca ✓ ✓ ✖ ✖

Rattan ✓ ✓ ✖ ✖

Banana Fiber ✖ ✖ ✖ ✖

Wicker ✓ ✓ ✖ ✖

Wood ✓ ✓ ✓ ✓

Foam ✖ ✖ ✓ ✓

Mattress ✖ ✖ ✓ ✓
 SPECIALTY ANAYSIS

Murillo

Made from
natural ✓ ✓ ✖ ✖
resources

Accessible ✓ ✓ ✓ ✓
Website

Product Stylish ✓ ✓ ✖ ✖
Design

Can be order ✖ ✖ ✓ ✓
online
 PRODUCT LANDSCAPE

Murillo

Tables ✓ ✓ ✓ ✖

Chairs ✓ ✓ ✓ ✓

Beds ✓ ✓ ✓ ✓

Cabinets ✓ ✖ ✓ ✓

Shelves ✖ ✖ ✓ ✖

Desks ✖ ✖ ✓ ✓

Sofa ✓ ✓ ✓ ✓