TABLE # 1 : Competitive Profile Matrix of Starbucks Corporation

Starbucks Dunkin' Donut McDonald's

   

Critical Success Factors Weight Ratin Score Rating Scor Rating Score
g e

Customer Service 0.10 4 0.40 3 0.15 2 0.10

Financial position 0.10 4 0.40 3 0.30 2 0.20

Market Share 0.05 4 0.40 3 0.30 2 0.20

Brand 4
Reputation/Image 0.10 0.60 3 0.45 2 0.30

Advertising 0.10 4 0.20 3 0.15 2 0.10

Production capacity 0.10 4 0.40 3 0.30 2 0.20

Product Quality 0.15 4 0.60 3 0.45 2 0.30

Price Competitiveness 0.05 2 0.10 3 0.15 4 0.20

Customer Loyalty 0.10 4 0.30 2 0.20 3 0.30

Global expansion 0.15 3 0.60 2 0.45 4 0.30

TOTAL 1.00   3.75   2.95   2.20