Competitive Profile Matrix

Competitive Profile Matrix is the tools to compare the target firm with its competitor by assigned
weightage to Critical Success Factors (CSF). It helps us to identify firm and competitor relative
weaknesses and strengths. By comparing the same factors, it help us to produce a more accurate
result. Result of CPM would help to facilitate the decision-making process of company
management team. The team can easily decide which areas they should strengthen and protect. In
the same time, it help to formulate the strategy that company should pursue.

Top Glove
Critical Success
Factors

Hartalega

Kossan

Supermax

Weight

Strength
Rating

Score

Strength
Rating

Score

Strength
Rating

Score

Strength
Rating

Score

0.15

0.30

0.60

0.45

0.15

0.15

0.60

0.45

0.30

0.30

Manufacturing
Capability

0.15

0.45

0.60

0.30

0.30

Location of facility

0.05

0.10

0.15

0.10

0.10

Product innovation

0.10

0.30

0.30

0.30

0.30

Technological Skills

0.10

0.30

0.30

0.30

0.30

0.10

0.20

0.40

0.30

0.30

R&D spending

0.05

0.15

0.20

0.15

0.10

CSR program

0.05

0.15

0.15

0.10

0.10

Customer
Satisfaction
Sum of importance
weights

0.10

0.30

0.30

0.20

0.20

Market
Capitalization
Brand Reputation

Financial Position

Weighted Overall
Strength Rating

1.00
2.85

3.45

2.50

Rubber Manufacturer industry Competitive Profile Matrix

* Every critical success factor assigned a weight ranging from 0.0 (Less Important) to 1.0 (High important)
*Rating in CPM refer to performance of company where 1 mean major weakness and 4 mean major strength

2.15

1) Top Glove
The score of CPM for Top Glove Corporation is 2.85. It is behind the Hartalega and better than
Kossan and Supermax. The main strength of Top Glove is brand reputation where Top Glove is
well known not just by Malaysian but globally. Numerous awards received by Top Glove had
help to contribute to its brand reputation. Top Glove should continue to emphasize their strength
in the progress of increase global market share. Meanwhile, the other criteria such as
manufacturing capability, product innovation and technological skills and others consider quite
good for Top Glove. However, Top Glove need pay more attention to the financial situation.
Profit margin and return on asset of Top Glove consider compare to other competitor. Top glove
need to utilize the company asset and in the same reduce unnecessary expenses.

2) Hartalega
The score of CPM for Hartalega Corporation is 3.45. The score is highest compare to other three
competitor. First of all, the market capitalization of Hartalega is the highest which is around
RM6 billion compare to other competitor. Besides that, manufacturing capability of Hartalega
also better due to implementation of automotive manufacturing process. By integrating the latest
technology in the production line, Hartalega able to increase the productivity of the whole
production process. Besides that, Hartalega also has a strong financial position which enable it to
continue growth and expand the business. In the same time, the spending of R&D by Hartalega
also is highest in the industry. Overall, Hartalega has a number of competitive advantage
compare to other three competitors.

3) Kossan
The score of CPM for Kossan Corporation is 2.50. It is behind the Hartalega and Top Glove but
better than Supermax. Average rating of Kossan for the critical success factor is 2.6 which is
moderate good. There are some factors Kossan had done quite well such as the manufacturing
capability, product innovation and technological skills. A good score in this three factor
definitely show that the whole production line of Kossan is good. However, there are some area
need to improve such as brand reputation. The low score on brand reputation partially causing by
low score on Corporate Social Responsibility (CSR) program.

4) Supermax

The score of CPM for Supermax Corporation is 2.15. It is the lowest score compare to other
competitor. From the strength rating for each critical success factor, we can see that most of key
factor rating is just acceptable which mean still got lots to improve. Supermax need to put in
more investment to increase production line and productivity. From its financial position, its not
hard for Supermax to increase the investment amount.