Competitive Profile Matrix ( CPM)

• The Competitive Profile Matrix (CPM) is a tool that compares the firm
and its rivals and reveals their relative strengths and weaknesses.
• In order to better understand the external environment and the
competition in a particular industry, firms often use CPM.
• The profile matrix identifies a firm’s key competitors and compares
them using industry’s critical success factors. 
• The analysis also reveals company’s relative strengths and
weaknesses against its competitors
Process Followed :
o Critical success factors are the key areas that determine a company’s
success in the industry.
o Assign a weight ranging from 0.0 (low importance) to 1.0 (high importance)
to each critical success factor. The weight indicates the importance of that
factor in the company’s success. If you don’t assign weights, then all factors
would be equally important.
o The ratings in CPM refer to how well companies are doing in each area.
They range from 4 to 1:
o The score is the result of weight multiplied by rating. Total score is simply
the sum of all individual score for the company. The firm that receives the
highest total score is relatively stronger than its competitors.
o Usually this score is set through benchmarking .
 MakeMyTrip Yaatra ClearTrip

Critical Success Factor Weight Rating Score Rating Score Rating Score

Market Position 0.15  4 0.6  3   0.45    

Packages and travel
options 0.11   3 0.33  2  0.22     

Marketing and Promotion 0.19  4 0.76  2  0.38     

Pricing 0.20       4 0.80     

User friendliness of online
apps 0.12  3   0.36 2 0.24     

Customer Service 0.14             

• Make my trip ( 41 % ) of the market share after its merger with
Goibibo and is the market leader of travel agencies in India
• Yatra has 15% of marker share in India
• MMT spends a lot on sales and promotion( 5 times more when
compared to Yatra )- 44.5 M vs 9 M
• Yatra’s mobile and web application though similar to MMT is lacking
in the interface design and user friendliness of MMT.
• Yatras prices are one of the lowest in the industry .They also offer
lowest price guarantee . Book hotels in India with lowest price
guarantee on Yatra and if you happen to find a price lower than ours,
we give you not equal but five times the difference in form of User
Money and eCash.