Competitive Profile Matrix

Critical
Success Weight Izzawap Big Brew Starbucks E•tea•quette
Factors
Rating Weighted Rating Weighted Rating Weighted Rating Weighted
Score Score Score Score

Coffee 15% 4 0.6 3 0.45 5 0.75 5 0.75

Products

Price 10% 4 0.4 5 0.5 2 0.2 3 0.3

Service 15% 5 0.75 3 0.45 5 0.75 5 0.75

Ambiance

Service 20% 5 1 3 0.6 5 1 4 0.8

Personnel

Brand 10% 4 0.4 2 0.2 5 0.5 5 0.5

Image

Location 10% 3 0.3 2 0.2 5 0.5 5 0.5

Coffee 5% 5 0.25 3 0.15 5 0.25 5 0.25

Packaging

Non Coffee 5% 5 0.25 2 0.1 5 0.25 4 0.2

Packaging

Digital 5% 4 0.2 1 0.2 5 0.25 3 0.15

Promos

Loyalty 5% 5 0.25 3 0.15 4 0.2 4 0.2

Programs

Total 100% 4.4 3.25 4.65 4.4