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The Competitive Profile Matrix

This document discusses the competitive profile matrix (CPM) tool for analyzing a firm's competitors. The CPM identifies competitors and evaluates their strengths and weaknesses relative to key success factors. It assigns weights and scores to factors like product quality, price, management, customer loyalty, branding, advertising, location, product breadth, experience, and market share. The document includes a sample CPM comparing three competitors - Ahmad Supermarket, Jimat Food Store, and C Mart Discount Center. Based on the total weighted scores, it concludes that Ahmad Supermarket has a minor strength over the other competitors.

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419 views1 page

The Competitive Profile Matrix

This document discusses the competitive profile matrix (CPM) tool for analyzing a firm's competitors. The CPM identifies competitors and evaluates their strengths and weaknesses relative to key success factors. It assigns weights and scores to factors like product quality, price, management, customer loyalty, branding, advertising, location, product breadth, experience, and market share. The document includes a sample CPM comparing three competitors - Ahmad Supermarket, Jimat Food Store, and C Mart Discount Center. Based on the total weighted scores, it concludes that Ahmad Supermarket has a minor strength over the other competitors.

Uploaded by

Cik aNa
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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THE COMPETITIVE PROFILE MATRIX (CPM)

In this stages, the competitive profile matrix can identifies a firms major competitiors and their
particular strengths and weaknesses in relation to a sample firms strategic position. The
weights and total weighted scores in both a CPM and EFE have a same meaning, but CPM
include both internal and external issue
A competitive Profile Matrix
CRITICAL
SUCCESS
FACTORS
Ahmad
Supermarket
Jimat Food Store C Mart Discount
Center
Weight Rating
Score
Weight Rating
Score
Weight Rating
Score
Product Quality 0.15 3 0.15 2 0.16 3
Price
Competitiveness
0.15 4 0.20 4 0.15 4
Management
Services
0.10 2 0.10 1 0.06 1
Customer loyalty 0.10 3 0.10 1 0.11 2
Branded Product 0.16 4 0.15 2 0.18 4
Advertising &
Promotion
0.02 3 0.02 2 0.05 3
Location of
facilities
0.04 1 0.10 1 0.02 1
Breath of product
line
0.1 4 0.05 2 0.10 4
Experience 0.08 2 0.05 1 0.07 1
Market share 0.10 2 0.08 2 0.10 2
1.00 1.00 1.00
Total 3.05 2.05 2.92

As indicated by the total weighted score 3.05, Ahmad Supermarket are minor strength other
than competitior.

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