Samuel Tatelman began selling furniture out of the back of his truck in Waltham, Massachusetts, in 1918. Today, his grandsons, Eliot and Barry, sell more furniture per square foot at Jordan's Furniture than at any other furniture retailer in the country and attract record numbers of guests each week. With just four stores, Jordan's Furniture has grown from 15 employees 25 years ago to over 1,000 today. Now owned by Berkshire Hathaway, Jordan's Furniture is also in the process of a massive expansion and plans to double its number of both stores and employees in the next few years. The company has broken just about all industry standards. Inventory turns over at a rate of 13 times a year, compared with an average of 1 to 2 times a year in most furniture stores. Advertising expenditures are 2 percent, whereas the industry average is 7 percent. Sales per square foot are $950, whereas most furniture stores average $150 in sales per square foot.
1. What type of targeting strategy is Jordan's Furniture using?
2. Describe and evaluate the company's target market.
3. Discuss the positioning of Jordan's Furniture's bedding products.