Instituto Tecnológico y de Estudios

Superiores de Monterrey
Campus Monterrey

Competitive Profile Matrix (PCM

Marian Valeria Callejas Angeles

A01709326

NI1004, Grupo 204

Erick Sánchez López

Septiembre 2022
 1. Explain clearly and coherently which part of the realization of the competitive
profile matrix, benchmarking, was used and its usage.

We used the benchmarking to compare the performance of the business processes and
products with the best performances of other companies like FÁBRICAS DE CALZADO
ANDREA SA de CV y BRANTANO SA DE CV.

We decided to use these companies because we believe they are strong competitors for
Sabatter.

The critical Success Factors that we used was.

1. Innovation: To measure which company has innovated the most in the footwear
creation process or in its materials
2. New product lines: To find out which company has created new product lines
according to market demands
3. Product quality: To know the quality of the products offered, placing great importance
on first quality materials.
4. Price competitiveness: Find out how their prices compare to other brands and how
affordable or accessible they are to the market.
5. Distribution channels: To know which distribution channels they use and how effective
they are.
6. Strong online Presence: Their presence in social networks and how much reach they
have
7. Design: Their designs are innovative and consumer-friendly.
8. Marketing capabilities: Their capabilities in the marketplace
2. Select a particularly critical factor from the competitive profile matrix. Which
company got the highest rating? Which one got the lowest grade? Clearly
explain why there were differences in those ratings.
Product quality
Sabatter got the highest rating because the designs have been developed with unique
leathers of first selection. The natural marks of the leather on the footwear are its certificate
of authenticity. Sabatter provides quality leathers to obtain durable products, and when
purchasing leather footwear, it is expected that they are of good quality and can last for a
long time. Brantano on the other hand has high quality designs, and are made of great
materials, making them durable. But being a more commercial brand, they do not have
certificates of authenticity on their leathers, they rely more on industry trends and designs
than on providing top quality leather products.
3. Explain the comparative strengths and weaknesses found in the analyzed
company.

Some of Sabatter's biggest weaknesses are the new product lines, being a company with
high levels of quality in their leathers, their product catalog is difficult to expand, making
them specialize in only certain types of footwear such as boots and sneakers but leaving
behind a large market of other types of footwear. In addition, their distribution channels are
few compared to Andrea, however they continue to expand in stores where they have more
reach such as Liverpool.
Their strengths are the quality of the product as they are specialized in using top quality
leathers, providing certificates where they authenticate the quality of their products, as well
as in the innovation they implement in their sneakers where they use a technology that
makes the sneakers reduce the impact of the foot when walking.

Excel
CPM_Student number_Excel.xlsx
Referencias
Sridharan, M. (2018, May 22). Benchmarking - Comparing With Peers To Improve

Performance. Think Insights. https://thinkinsights.net/strategy/benchmarking/