COMPETITIVE PROFILE MATRIX (CPM)

PepsiCo Coca-Cola Kraft

Critical Success Factors Weight Rating Score Rating Score Rating Score
Product Quality 0.18 4 0.72 4 0.72 4 0.72
Financial position 0.15 3 0.45 4 0.60 3 0.45
Market Share 0.17 4 0.68 4 0.68 3 0.51
Customer Loyalty 0.10 2 0.2 3 0.30 2 0.2
Global Expansion 0.08 4 0.32 4 0.32 3 0.24
Brand Reputation 0.12 4 0.48 4 0.48 4 0.48
Range of Products 0.10 4 0.4 2 0.20 3 0.3
Advertising 0.10 2 0.2 4 0.40 2 0.2
TOTAL 1.00 3.45 3.70 3.1

Legend: 4 - Major strength

3 – Minor strength

2 – Minor weakness

1 - Major weakness

The Competitive Profile Matrix is a tool used to analyze strategy. The matrix

recognizes the company’s firm’s key competitors and compares the them in a number of

critical success factors that fits the industry, in this case the food and beverages industry.

In addition, it reveals the company’s relative strengths and weaknesses against its key

competitors. The weights are assigned ranging from 0.0 (low importance) to 1.0 (high

importance) depending on how important the factor is in the industry.

This CPM analysis shows that Coca-Cola is the strongest player in the food and

beverages industry with strengths in product quality, financial position, and advertising.

On the other hand, PepsiCo prevails in range of products as it offers both food and drinks

in the market. Lastly, Kraft has no relative strengths against it rivals and the weakest

among its rivals. With this matrix, the companies can create their strategies according to

the improvement of their ratings against PepsiCo’s key competitors.