CPM MATRIX

Critical
Success Weight
The Competitive Profile Matrix (CPM) is a
Factors
tool that compares the firm and its rivals
and reveals their relative strengths and
weaknesses. In order to better understand
the external environment and the
competition in a particular industry, firms
often use CPM.

Rating Score
 COMPETETING BRANDS

BABY MORRIS RENAULT TWINGO

VW BEETLE

Four seater Four Seater economy Four-seater passenger

Hatchback family car city car



CPM Matrix

Bettle Volkswagen Baby Morris MG Renault TwinGo

Cars 1 Car 2 Car 3

Rating
Critical Success Factors Weight Rating Score Rating Score
Score

Market Share 0.20 4 0.80 3 0.60 3 0.60

Product Quality 0.20 4 0.60 3 0.45 2 0.30

Promotion Strategy 0.12 2 0.24 3 0.36 4 0.48

Brand Reputation 0.15 2 0.48 3 0.36 4 0.48

Price Competitiveness 0.15 3 0.30 2 0.20 4 0.40

Customer Loyalty 0.10 3 0.20 2 0.10 1

0.10
Global Expansion 0.08 3 0.24 2 0.16 2 0.16

Total 1.00 2.82 2.33 2.5

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