Table 1.

COMPETITIVE PROFILE MATRIX

Apple IBM Dell

CRITICAL SUCCESS FACTORS WEIGHT
Rating Score Rating Score Rating Score

Product Quality 0.15 3 0.45 3 0.45 3 0.45

Management Experience 0.10 4 0.40 3 0.30 2 0.20

Market Share 0.04 4 0.16 3 0.12 2 0.08

Innovation 0.15 4 0.60 2 0.30 2 0.30

Customer Loyalty 0.12 4 0.48 4 0.48 3 0.36

Customer Service 0.12 4 0.48 4 0.48 3 0.36

Price Competitive 0.04 4 0.16 3 0.12 1 0.04

Global Expansion 0.08 3 0.24 3 0.24 3 0.24

Advertising 0.03 3 0.09 3 0.09 2 0.06

Web Development 0.04 3 0.12 3 0.12 3 0.12

Financial Position 0.08 4 0.32 3 0.24 2 0.16

Sales Distribution 0.05 3 0.15 2 0.10 2 0.10

TOTAL 1.00 3.65 3.04 2.47