Competitive Analysis Model

Questionnaire

CAM Benchmarking Ltd

9 Wellington Park
Belfast
BT9 6DJ
Telephone: 028 9066 7722
Fax: 028 9068 3378
www.cam-benchmarking.com
info@cam-benchmarking.com
 Index

Contact Details 3
Financial Information 4
Factor Information 5
Appendix 1 7
Market Sector Codes
Appendix 2 8
Financial Definitions
 Contact Details

Business Details

Business Name: _________________________________________

Contact Name: __________________________________________
Address: ___________________________________________
__________________________________________
_________________________________________
Telephone No.: ( ____ ) __________________
Fax No.: ( ____ ) __________________
Email Address: __________________________________________
Website: ____________________________________________
Market Sector: _______________________________________
(Please choose from Market Sector Code list in Appendix 1)

Advisor Details
Advisor Name: __________________________________________
Contact Name: _________________________________________
Address: ______________________________________________
_______________________________________________
_________________________________________________
Telephone No.: ( ____ ) __________________
Email Address: _________________________________________

3
 Financial Information
To allow us to include your company in the Competitive Analysis Model, and to provide you with an
individual benchmarking report, we require the financial information detailed below.

This information should be completed for the LAST 3 FINANCIAL YEARS for which accounting
information is available.
Important Notes
a. Do not leave blank spaces. If a value is missing indicate "missing", if a value is zero indicate "0"
b. Show values as minus or in brackets only where the value is negative e.g. do not show raw
materials as -x or (x)
c. Definitions for each of the items below are found in Appendix 2.

Year:
Months Covered by Return:
Currency:

Profit and Loss Items

1. Net Turnover (£000/€000)
2. Total Purchases (£000/€000)
3. Raw Material Spend (£000/€000)
4. Total Labour Cost (£000/€000)
5. Gross Profit (£000/€000)
6. Net Profit (£000/€000)
7. Interest Paid (£000/€000)
8. Interest Received/Other non trading income (£000/€000)
9. Depreciation (£000/€000)
10. Capital Investment (£000/€000)
11. Drawings (£000/€000)
12. Marketing Expenditure (£000/€000)
13. R&D Spending - Process (£000/€000)
14. R&D Spending - Product (£000/€000)
15. Training Expenditure (£000/€000)
16. P&L Grants (£000/€000)

Balance Sheet Items

17. Fixed Assets (£000/€000)
18. Total Net Assets (£000/€000)
19. Trade Debtors (£000/€000)
20. Trade Creditors (£000/€000)
21. Total Creditors < 1 year (£000/€000)
22. Cash in Bank (£000/€000)
23. Stock(£000/€000)
24. Shareholders Funds (£000/€000)
25. External Debt (£000/€000)

Other Items
26. Number of Full Time Employees
27. Number of Part Time Employees

Sales Profile
28. Northern Ireland (£000/€000)
29. Great Britain (£000/€000)
30. Republic of Ireland (£000/€000)
31. Rest of European Union (£000/€000)
32. Other (£000/€000)

4
 Factor Information
This section collects the information required to report on the factors affecting performance
in the CAM report.
Please answer each of the questions within this section as accurately as possible. In the
case where information for any question is unavailable or unknown, please write “missing”.

Business Strategy

33. Approximately how many customers do you regularly deal with?

34. What percentage of sales is accounted for by your three largest customers?

35. What is the number of customers that account for 50% of your sales?

People

36. How many graduates have you within the firm?

Partnerships and Resources

(Question 37 - 41 applies to manufacturing firms only.)

37. How many suppliers of raw materials do you buy from?

38. Thinking of your own capital equipment in terms of original book value.
What percentage of your production equipment is? Less than 2 years old %

2 - 5 years old %

5 - 10 years old %

More than 10 years old %

Total 100 %

39. What percentage of your production capacity is currently being used? %

(Note: Capacity Utilisation is defined as the percentage of production capacity
currently being used with the present working schedule)

40. What percentage of raw materials and finished product are scrap (i.e. wastage)? %

41. What percentage of product has to be reworked? %

Customer Satisfaction

42. What percentage of your deliveries are made to your

customers on the originally agreed delivery date? %

5
 Factor Information

People Satisfaction
No. of training Total No.
days per No. of of days
Employee Employees training

43. (a) How many days are spent in training each year? X =
No. of days Total No.
absent per No. of of days
Employee Employees Absent

(b) What is your absenteeism rate? X =

(c) How many new employees have you had in the past year?

(d) How many employees left the firm in the past year?

(e) How many people who joined the firm in the past year, left within six months?

6
 Appendix 1
Market Sector Codes
CAM uses the following market sector codes for report generation.
When submitting a completed questionnaire please indicate the market sector for your firm.

Food Sector Giftware Sector

Animal By Products Giftware - General Craft
Bakery (Confectionery and Speciality) Giftware - Ceramics, Pottery, Glass & Crystal
Bakery - Miscellaneous Giftware - Jewellery & Hand Painted Giftware
Cereals & Convenience Foods
Milk Products Miscellaneous Services
Milk Miscellaneous Services
Drinks
Fish Healthcare Services
Vegetable Processing Healthcare Services
Vegetable Grading, Packing, Marketing
Vegetable Processing & Packing-Apples Business to Business
Beef and Sheep Meat Business to Business Services - Miscellaneous
Pig Meat Business to Business Services
Meat Products - Poultry & Game Products Business to Business Services -Design Services

Engineering Sector Specialist Services

Electrical Engineering Specialist Services - Miscellaneous
Electronic Engineering
Precision Engineering IT Computer Services
Vehicle Engineering IT Computer Services - Miscellaneous
Agricultural Engineering
Food Engineering Tourism and Leisure
Finishing & Coatings Tourism and Leisure - Miscellaneous
General Fabrication
Quarry Plant Film & Video
Materials Handling & Hydraulics Film & Video

Building Products Sector Chemicals & Pharmaceuticals

Building Products - Timber & MDF Chemicals & Pharmaceuticals - Miscellaneous
Building Products - Cabinet Doors Chemicals & Pharmaceuticals - Chemicals
Building Products - Shopfitting & Contract Furniture Chemicals & Pharmaceuticals - Pharmaceuticals
Building Products - Concrete/Stone/Marble
Building Systems Publishing
Structural & Architectural Steelwork Publishing
Window Systems
Building Products - Miscellaneous Environmental Services
Environmental Services
Furniture Sector
Miscellaneous Consumer Furniture & Kitchen and Multi-Media
Other Fitted Furniture & Accessories Multi-Media
Free Standing Furniture
Upholstery Back Office/Call Centres
Blinds, Frames & Mirrors Back Office/Call Centres

Printing Sector Construction Services

Printing Litho Construction Services
Printing - Labels, Packaging & Screen
Printing - Miscellaneous Other
Animal Feeds
Horticulture Sector Life & Health Technology
Horticulture Rubber & Plastics - Miscellaneous
Sawmilling & Timber
Textile Sector Tradeable Services - Miscellaneous
Textiles - Miscellaneous & Weaving Tradeable Services - Testing Laboratories
Textiles - Carpets, Embroidery & Interiors

Clothing Sector
Clothing
Clothing - Knitwear
Clothing - Leisure
Clothing - Workwear

7

Profit & Loss Items
1. Net Turnover (£000) - Net Turnover is the total sales value of
goods or services sold i.e. less discounts allowed and less
exchange rate losses (gains)
2. Total Purchases (£000) - The cost of all bought-in goods and
services for which the company obtains trade credit i.e. raw
materials, consumables, subcontractors, etc.
3. Raw Material Spend (£000) - The cost of all bought-in direct
materials required for the production of the product i.e. excluding
consumables etc.
4. Total Labour Cost (£000) - All salaries, wages, overtime,
bonuses, pensions, fringes and employers NIC (PRSI) including
those relating to Directors but excluding Drawings.
5. Gross Profit (£000) - Turnover less Cost of Sales (Cost of
Sales = Direct Material, Direct labour, other Direct Purchases
and Direct overheads)
6. Net Profit (£000) - Net profit after interest before Tax, Dividends
and any Extraordinary Items
7. Interest Paid (£000) - All Interest Paid: bank interest, HP
interest etc. (excluding bank charges)
8. Interest Received or other non-trading income (£000) -
Interest Received and other non-trading income (e.g. grants, rent
received) that normally recur on a year to year basis i.e. exclude
Extraordinary Items.
9. Depreciation (£000) - The depreciation charge for the year
(prior to offsetting any grant payments)
10. Capital Investment (£000) - The spend on all capital items in
the year i.e. all Fixed Asset Additions as identified in the
accounts.
11. Drawings (£000) - The total of all capital withdrawals from the
‘Capital Account’ including ‘Tax’, ‘Drawings’ etc. for all partners.
12. Marketing Expenditure (£000) - The spend in the year on all
market development activities. Includes staff time, overhead
costs and purchases. Does not include costs associated with
the ongoing sales activity of the business.
13. R&D Spending - Process (£000) - The spend in the year on
research and development of new or improved processes
including staff time, overhead costs and purchases.
14. R&D Spending - Product (£000) - Expenditure in the year on
research and development of new or improved products
including staff time, overhead costs and purchases.
15. Training Expenditure (£000) - Expenditure on training, both
internal and external including staff time, overhead costs and
purchases.
16. P&L Grants (£000) - Grant payments taken into the P&L
account.
Appendix 2
Financial Definitions
Balance Sheet Items
17. Fixed Assets (£000) - Fixed Assets: all the tangible assets at
their net book value (i.e. at cost less accumulated depreciation).
18. Total Net Assets (£000) - The total net worth of the firm (i.e.
the balance sheet total). (Fixed Assets + Current Assets -
Current Liabilities - Long Term Liabilities)
19. Trade Debtors (£000) - The value of trade debtors in the
balance sheet.
20. Trade Creditors (£000) - The value of trade creditors in the
balance sheet.
21. Total Creditors < 1 year (£000) - The value of total creditors
due within one year.
22. Cash in Bank (£000) - As shown in the balance sheet.
23. Stock (£000) - Stock including raw materials, work in progress,
and finished goods.
24. Shareholders Funds (£000) - Ltd. Co.: Paid up shares, share
premium account, capital reserves and retained profit. Sole
Trader/Partnership: retained profit brought forward + profit for
the year + Capital Introduced - Drawings
25. External Debt (£000) - Include all loans, overdraft facilities and
financial leases.
Other Items
26. Number of Full Time Employees - The total number of people
employed full time (greater than 21 hours per week) in the
business at its financial year end (include owners/directors
working in the business)
27. Number of Part Time Employees - The total number of
people employed part time (less than 21 hours per week) in the
business at its financial year end (include owners/directors
working in the business).
Sales Profile
28. Northern Ireland (£000) - Sales within Northern Ireland.
29. Great Britain (£000) - Sales within Great Britain.
30. Republic of Ireland (£000) - Sales within Republic of Ireland
31. Rest of European Union (£000) - Sales within Rest of
European Union
32. Other (£000) - Sales to Rest of World