COMPETITIVE PROFILE MATRIX

MY BURGERLAB MC DONALDS BURGER KING

NO CRITICAL WEIGHT RATING SCORE RATING SCORE RATING SCORE
. SUCCESS
FACTOR
1. Advertising 0.07 2 0.14 4 0.28 2 0.14
2. Brand Name 0.08 2 0.16 4 0.32 3 0.24
3. Customer Service 0.09 3 0.27 2 0.18 3 0.27
4. Product 0.12 4 0.24 3 0.36 3 0.36
Innovation
5. Market Expansion 0.07 2 0.14 4 0.28 3 0.21
6. Number of 0.09 2 0.18 4 0.36 3 0.27
Location
7. Price Competitive 0.07 3 0.21 2 0.14 2 0.14
8. Product Quality 0.12 3 0.36 4 0.48 3 0.36
9. Product Serving 0.08 3 0.24 3 0.24 3 0.24
10. Public Image 0.1 3 0.3 4 0.4 3 0.3
11. Social 0.07 2 0.14 3 0.21 3 0.21
Responsibility
12. Halal Certificate 0.13 2 0.26 4 0.52 4 0.52
1 2.37 4.05 3.26

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