Beruflich Dokumente
Kultur Dokumente
ACKNOWLEDGEMENT
Projects have always been fun Learning experience, but with growing age, at this Masters
Level, it surely demands corporate and depth Approach.
This project was a great learning experience and I take this opportunity to acknowledge all
Those who gave me their invaluable guidance and inspiration provided to me during the
Course of this project by my guide.
I would also thank the project guide Prof. Rupali Jain who gave me this opportunity to work on
this project which provided me with a lot of insight and knowledge of my current curriculum and
industry as well as practical knowledge.
Would sincerely thank out coordinator Prof. Sangeeta Unadkat for constant guidance over the
projects and curriculums.
I would also like to thank the library staff of KES SHROFF COLLEGE
For equipping me with the books, journals and magazines for this project.
I would also like to thank my friends and fellow students who helped me in the cause of
the project.
Company A
Company B
Company
Weight
Rating
Score
Rating
Score
Rating
Sc
Brand reputation
0.13
0.26
0.39
0.
0.08
0.32
0.24
0.
Range of products
0.05
0.15
0.05
0.
0.04
0.12
0.12
0.
Market Share
0.14
0.28
0.56
0.
0.08
0.08
0.16
0.
0.05
0.05
0.15
0.
0.07
0.28
0.14
0.
Customer retention
0.02
0.04
0.08
0.
Superior IT capabilities
0.11
0.33
0.44
0.
0.15
0.45
0.45
0.
Successful promotions
0.08
0.08
0.16
0.
Total
1.00
2.44
2.94
2.
The following list provides some of the general CSF, but the list is not definite and you should
include industry specific factors in your matrix:
Market Share
Union relations
Product Quality
Skilled workforce
Location of facilities
Customer service
Production capacity
Customer loyalty
On time delivery
Brand reputation
Price competitiveness
Customer satisfaction
Financial position
Variety of products
Cash reserves
Complementary products
Management qualification
and experience
Profit margin
Inventory turnover
Innovative culture
Employee retention
Efficient production
Superior IT capabilities
R&D spending
Product design
Employee satisfaction
Example
This is competitive profile matrix example of smartphones operating systems. The main
competitors: Googles Android OS, Apples iOS and Microsofts Windows Phone operating
systems will be compared to each other to find out their relative strengths and weaknesses.
Android OS
iOS
Windows Phon
Weight
Rating
Score
Rating
Score
Rating
Sco
Market share
0.13
0.52
0.26
0.2
0.10
0.40
0.40
0.2
Frequency of updates
0.06
0.18
0.24
0.1
Design
0.07
0.21
0.21
0.2
0.05
0.15
0.15
0.1
Distribution channels
0.11
0.44
0.22
0.3
Usability
0.11
0.33
0.33
0.3
Customization features
0.04
0.16
0.08
0.0
Marketing capabilities
0.04
0.08
0.16
0.0
0.10
0.40
0.40
0.3
Openness
0.02
0.08
0.04
0.0
Cloud integration
0.12
0.48
0.24
0.2
Rate of OS crashes
0.08
0.08
0.32
0.2
Total
1.00
3.51
3.05
The CPM analysis reveals that Android is the strongest player in the industry with relative
strengths in market share, distribution channels, customization features, openness and cloud
integration. On the other hand, iOS prevails in frequency updates, marketing capabilities and the
rate of OS crashes. Windows Phone is the weakest of them all and doesnt have any relative
strengths against its rivals. The companies should create their strategies according to their
strengths and weakness and improve their ratings in the most significant industrys areas.
2.5
Competitive profile matrix is an essential strategic management tool to compare the firm with the major players of the
industry. Competitive profile matrix show the clear picture to the firm about their strong points and weak points
relative to their competitors. The CPM score is measured on basis of critical success factors, each factor is measured
in same scale mean the weight remain same for every firm only rating varies. The best thing about CPM that it
include your firm and also facilitate to add other competitors make easier the comparative analysis.
IFE matrix only internal factors are evaluated and in EFE matrix external factors are evaluated but CPM include both
internal and external factors to evaluate overall position of the firm with respective to their major competitors.
The competitive profile matrix consists of following attributes mentioned below.
Rating
Rating in CPM represent the response of firm toward the critical success factors. Highest the rating better the
response of the firm towards the critical success factor ,rating range from 1.0 to 4.0 and can be applied to any factor.
There are some important point related to rating in CPM.
Weight
Weight attribute in CPM indicates the relative importance of factor to being successful in the firms industry. The
weight range from 0.0 means not important and 1.0 means important, sum of all assigned weight to factors must be
equal to 1.0 otherwise the calculation would not be consider correct.
Weighted Score
Weighted score value is the result achieved after multiplying each factor rating with the weight.
As the result show Harley davidson is dominating on critical success factors because the total weighted score is high
compare to Yamha and Honda.