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 -