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Threats:

Threats are always evil for the firm, minimum no of threats in the external environment open many doors for the firm. Maximum number of threats for the firm reduces their power in the industry.

How to Build a Competitive Profile Matrix:

This matrix can be just a simple chart or table and typically starts with evaluation factors that are pertinent to your company's industry and that will help you begin to differentiate your products and services from your competitors. You can also include features and benefits in these factors. For features, answer simply Yes or No, and for benefits go deeper and assign a ranking versus your competitors of 1 - 5, with 1 being low and 5 being high. Ultimately, you will want to define those features that deliver significant benefits to your customers when compared to the competition.

There are five steps required in developing a CPM. , First, strategists need to identify key success factors in the industry by studying the particular industry and, through negotiation, reaching a consensus on the factors most critical to success. Of course, these key factors can vary over time and by industry. Cpm should comprise five to fifteen keys success factors.

The second step is to assign a weight to each key success factor to indicate its relative importance regarding success in the industry. Appropriate weights can be determined by comparing successful competitors with unsuccessful competitors.

Third, strategies should assign a rating to each competitor to indicate their perception of the firm's strength or weakness in returns of each key success factor.

The forth step, the weight assigned to each key success factor is then multiplied by the corresponding rating for each competitor to determine a weighted score for each firm. The weighted score indicates the relative strength or weakness of each competitor on each key success factor.

The final step developing the cpm is to sum the weighted score column for each competitor. This results in a total weighted score for ech firm, which reveals the relative over all strength of the sample firm compared to each major competitor. The highest total weighted score indicates the stronger competitor, while the lowest total weighted score reveals perhaps the weakest first.

Here's an example of a Competitive Profile Matrix :

As the result show Harley Davidson is dominating on critical success factors because the total weighted score is high compare to Yamaha and Honda

Analysis of the example:

Identify all of the key features or benefits that are important to your existing and potential customers and then rank how your company compares with your competitors.

Analyze what it means to your company's Profitable Growth strategy.

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