CPM - Competitive Profile Matrix - Example

 

     

Am Entertain

 

Regional A

 

Local X

Competitive Factor

Weight

 

Rating

Extended

 

Rating

Extended

 

Rating

Extended

                     
Completeness of product line

0.16

 

3

0.48

 

4

0.64

 

2

0.32

Quality of installation

0.14

 

4

0.56

 

3

0.42

 

3

0.42

Reputation / referral by friends

0.09

 

4

0.36

 

1

0.09

 

2

0.18

Reliability of product and installation

0.14

 

4

0.56

 

3

0.42

 

3

0.42

After sales service

0.11

 

3

0.33

 

3

0.33

 

3

0.33

Price (lower is better)

0.13

 

2

0.26

 

3

0.39

 

4

0.52

Availability of service contracts

0.03

 

4

0.12

 

4

0.12

 

1

0.03

Time in business (for future service)

0.05

 

3

0.15

 

4

0.20

 

2

0.10

Warranty length and coverage

0.08

 

4

0.32

 

4

0.32

 

3

0.24

Convenience of show room

0.07

 

2

0.14

 

4

0.28

 

2

0.14

                     
Total

1.00

   

3.28

   

3.21

   

2.70

 

Competitive Factor - The basis on which the customer differentiates between different competitors within this industry in the purchasing decision. Competitive factors and all weights and ratings in this matrix are usually determined through market research.

 - R.  S. Kulzick - 05/11/2002 -

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Copyright 2002 Raymond S. Kulzick - Last modified: September 13, 2008