THE COMPETITIVE PROFILE MATRIX (CPM)

In this stages, the competitive profile matrix can identifies a firms major competitiors and their
particular strengths and weaknesses in relation to a sample firms strategic position. The
weights and total weighted scores in both a CPM and EFE have a same meaning, but CPM
include both internal and external issue
A competitive Profile Matrix
CRITICAL
SUCCESS
FACTORS
Ahmad
Supermarket
Jimat Food Store C Mart Discount
Center
Weight Rating
Score
Weight Rating
Score
Weight Rating
Score
Product Quality 0.15 3 0.15 2 0.16 3
Price
Competitiveness
0.15 4 0.20 4 0.15 4
Management
Services
0.10 2 0.10 1 0.06 1
Customer loyalty 0.10 3 0.10 1 0.11 2
Branded Product 0.16 4 0.15 2 0.18 4
Advertising &
Promotion
0.02 3 0.02 2 0.05 3
Location of
facilities
0.04 1 0.10 1 0.02 1
Breath of product
line
0.1 4 0.05 2 0.10 4
Experience 0.08 2 0.05 1 0.07 1
Market share 0.10 2 0.08 2 0.10 2
1.00 1.00 1.00
Total 3.05 2.05 2.92

As indicated by the total weighted score 3.05, Ahmad Supermarket are minor strength other
than competitior.