Step 2 - Competitive Profile Matrix (Sample)

Competitive Profile Matrix (APPLE)

	Critical Success Factors	Weight	APPLE		SAMSUNG		GOOGLE
			Rating Score	Total	Rating Score	Total	Rating Score	Total
1	Innovation	0.30	4	1.20	3	0.90	4	1.20
2	Market Share	0.10	1	0.10	3	0.30	1	0.10
3	Competitive Pricing	0.15	2	0.30	3	0.45	4	0.60
4	Brand Image	0.10	4	0.40	2	0.20	4	0.40
5	Customer Satisfaction	0.20	3	0.60	3	0.60	4	0.80
6	Advertising	0.15	4	0.60	3	0.45	1	0.15
	Total	1.00		3.20		2.90		3.25

Note:

1) Weights are industry based

a. 0 = Least Important

b. 1 = Most Important

2) Ratings are company based

a. Major Strength = 4 points; Minor Strength = 3 points; Minor Weakness = 2 points; Major Weakness = 1 point