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B) Competitive Profile Matrix (CPM)

Criticalsuccessfactors(CSF)arethekeyareas,whichmustbe
performed at the highest possible level of excellence if
organizationswantsucceedintheparticularindustry.Theyvary
betweendifferentindustriesorevenstrategicgroupsandinclude
both internal and external factors. In our example, we have
included8CSF.Themorecriticalsuccessfactorsareincludedthe
morerobustandaccuratetheanalysisis.
Table 6._ : CPM of SUNJIN

Critical Success Factor (CSF)


CSF1. Brand reputation
CSF2. Level of product
integration
CSF3. Successful Promotions
CSF4. Sales per Employee
CSF5. Variety of Distribution
Channels
CSF6. Strong Distribution
Channels
CSF7. Strong Online Presence
CSF8. Customer Retention
CSF9.
CSF10.
CSF11.
CSF12. (max of 12)
Total
weight score: 0.0 (not important) to 1.0 (very important)
4 = Major strength where the response is superior,
3 = Minor strength where the response is above average,
2 = Minor weakness where response is average,
1 = Major weakness where the response is poor.

Weight
.15
.17

SUNJIN
Rating Score
3
.45
2
.34

B-MEG
Rating Score
1
.15
3
.51

PILMICO
Rating Score
2
.3
1
.17

.10
.19
.10

2
1
3

.2
.19
.3

2
2
1

.2
.38
.1

1
2
3

1
.38
.3

.09

.27

.18

.18

.10
.10

1
1

.1
.1

3
2

.3
.2

1
1

.1
.1

1.95

2.02

2.53

Note: weight score: 0.0 (not important) to 1.0 (very important) based on its impact
to the company and the 2 competitors.
4 = Major strength where the response is superior,
3 = Minor strength where the response is above average,
2 = Minor weakness where response is average,
1 = Major weakness where the response is poor.
After presenting the CPM Matrix, the student should identify the relative
competitive strength of your company and of the 2 competitors based on the
critical success factor. This is done by identifying the CSF of the 2 competitors
with the highest score. This highest score contribute greatly to the attainment of
this total weighted score. This CPM reveals not just the overall competitive
performance of competitors, but also the strong points.

Identification of the Critical Success Factors with High

Weighted Scores from CPM

Weighted Scores from CPM


Your Company: SUNJIN
Competitor 1: B-MEG
Competitor 2: PILMICO

1.95
2.02
2.53

Analysis of CPM:
After writing and construction of CPM, Analysis will proceed. In the evaluation,
the student must write the interpretation of the CPM scores; Evaluation also
includes discussion of ranking of the companies. This will show who is the best
company and the weakest company. This is where the Intensive research of the
student or strategist in that company will come.

Explanations to Weights and Ratings (Standard Format)


(Make it sure this table will fit in one page only by adjusting font size from 8 to 6, if necessary)

CRITICAL SUCCESS FACTORS

CSF1.
Brand
reputation
CSF2.
Level of
product
integration
CSF3.
Successful
Promotions
CSF4.
Sales per
Employee
CSF5.
Variety of
Distribution
Channels
CSF6.
Strong
Distribution
Channels
CSF7.
Strong
Online
Presence
CSF8.
Customer
Retention

SUNJIN
Rating

Comments on Rating

B-MEG
Rating

Comments on Rating

PILMICO

Weight

Comments on Weight

Rating

Comments on Ra

.17

The brand reputation of the


company is very important in
determining the success
factor of the company

The brand reputation of Sunjin has a


rating of 3 which indicates that its
brand has a minor stregth and above
average.

B-MEG has a poor rating with its brand


reputation for not having quality poultry
feeds.

PILMICOs reputation on the


industry is rather good compa
considering it is only starting

.09

Level of product intergration


is not that important in
determining the success
factor of a company.

Level of product integration is a minor


weakness in Sunjin due to current
economic status of the company.

The product integration of B-MEG is


rather diverse than other poultry
companies.

Since PILMICO is a new com


industry their products does n
the poultry section.

.10

It is of high importance that


a company has high
succesful promotions to
boost the companys brand.

Sunjin has a rating of 2 with regard to


succesful promotions because it
doesnt really enter the competitive
market of the poultry industry.

B-MEG rarely promotes their products to


the market thats why it is their minor
weakness.

PILMICO is a startup compan


promotes their products in the
rather door to door promotion

.19

The sales per employee is


important because it
deternines whether the
product sells.

The sales per employee of Sunjin has


a major weakness with regard to sales
because of rural destinations.

The sales per employee of B-MEG is


rather high than Sunjins because of the
vast network of salesman in the
Philippines.

PILMICO is competitive with


employee although they just s
industry.

.10

In the poultry industry, a


variety of distribution
channels is important so that
a product will sell.

The variety of distribution channels of


Sunjin caters the needs of urban and
rural areas.

B-MEG does not cater into a lot of


distribution channels in the country thats
why their products are not well known
especially in remote areas.

PILMICOs strategy is to alloc


distribution channels in the co
why it is their advantage to ot
companies.

.10

Strong distribution channels


are important for the boost in
sales of the product.

Sunjin has an above average rating


with regard to its distribution channels
because it accomodates its products
worldwide.

B-MEG does not have a strong


distribution channel unlike Sunjin because
the company caters to large retail stores
only and not worldwide.

Distribution channels of PILM


new that is why it is still weak
system is not yet perfect.

.10

Strong onine presence must


be strong in order to market
the product.

There is very love online presence of


Sunjins products in the internet and
rates poor in this category.

B-MEG has a strong online presence


unlike other poultry companies.

PILMICO does not have an o


because they do not target it
focus on rural marketing impl

.10

Customer retention must be


strong so that there is a
market that needs to be
addressed.

The customer retention of Sunjin is low


because other customers switch to
other poulty companies.

Customer retention is a key element why


B-MEG remains available in the market.

Since PILMICO is a new com


customer retention is rather lo
they havent gain customer lo