STRATEGIC

MANAGEMENT

Competitive
Profile Matrix
Mubashir Mirza
Saad Butt
Umer Rehan
MBA 5
COMPETITIVE PROFILE MATRIX (CPM)

‘The CPM identifies a firm’s major competitors and their

particular strengths and weaknesses in relation to a sample
firm’s strategic position’.
David 2001, p. 115

KEY SUCCESS FACTORS

→ Technology related
→ Distribution related
→ Marketing related
→ Skills related
→ Organisational capability
→ Other types of KSFs
COMPETITIVE PROFILE MATRIX (CPM)
GLOBAL CELLULAR MARKET

http://shahneil.com/2010/01/nokia-not-a-king-in-america/
http://viral-mobile.blogspot.com/2009/04/general-information-about-mobile-phones.html
 COMPETITIVE PROFILE MATRIX (CPM)
CPM of Cell Phone Manufacturers

NOKIA LG SAMSUNG
S# Success Factors Weight
Rating Score Rating Score Rating Score
1 Advertising 0.2 3 0.6 3 0.6 3 0.6
2 Product Quality 0.3 4 1.2 2 0.6 3 0.9
3 R&D 0.05 3 0.15 3 0.15 3 0.15
4 Customer Loyalty 0.05 2 0.1 2 0.1 2 0.1
5 Financial Position 0.15 3 0.45 3 0.45 3 0.45
6 Global Expansion 0.05 3 0.15 2 0.1 2 0.1
7 Market Share 0.05 3 0.15 1 0.05 2 0.1
8 Pricing 0.04 3 0.12 2 0.08 3 0.12
9 E-Commerce 0.03 3 0.09 3 0.09 3 0.09
10 Customer Service 0.03 3 0.09 2 0.06 2 0.06
  TOTAL 1.0   3.1   2.28   2.67

Rating: 1=major weakness, 4=major strength