COMPETITIVE PROFILE MATRIX

RAMESH CHAHAR, BISWAJIT GHATAK & POOJA SUTRAVE

GROUP B
 CPM Matrix

Nike Adidas Puma

Critical Success Factors Weight Rating Weighted Score Rating Weighted Score Rating Weighted Score

Product Quality 0.15 4 0.6 4 0.6 4 0.6

Branding and Reputation 0.15 4 0.6 3 0.45 3 0.45

Global Expansion 0.1 3 0.3 3 0.3 1 0.1

Market Share 0.15 4 0.6 3 0.45 2 0.3

Portfolio Diversification 0.12 4 0.48 3 0.36 1 0.12

Advertising 0.12 4 0.48 3 0.36 2 0.24

Financial Position 0.09 4 0.36 3 0.27 3 0.27

Price Competitiveness 0.09 3 0.27 3 0.27 3 0.27

Customer Loyalty 0.09 4 0.36 4 0.36 3 0.27

TOTAL 1 4.05 3.42 2.62

 Conclusion on the CPM analysis

• Product Quality: A firm’s success is greatly rested on its products, while its products are
significantly comparative in terms of quality
• Branding & Reputation: Reputation has been lumped together with branding, since according to
Siraf, et al. (2012), Corporate Social Responsibility strategies are essential in building up a
company’s brand.
• Market Share: not only brings prestige and higher brand equity; it also rewards a firm financially.
• Product Range: Product Range helps in increasing the market share and domination in the
market.
• Advertising: It plays a vital role in sustaining an edge in the market.
• Financial Position: strategy becomes more important than financial performance as the industry
focuses more on growth rather than on solvency. However, it is important to note that
achieving high financial performance is the result of effective strategy implementation.
• Price Competitiveness: As mentioned in the case, more and more customers are turning away
from luxury items. This implies the importance of providing not cheap but “inexpensive”
products that provide consumers with superior advantages.
• Customer Loyalty: Consumer buying patterns are, hard to determine especially with the highly
diverse and competitive market which is more important for gaining more sales.