COMPETITIVE PROFILE MATRIX (CPM)
The Competitive Profile Matrix (CPM) is a strategic analysis that allows you to compare
your company to your competitors, in such a way as to reveal your relative strengths
and weaknesses.
In a similar fashion to a Competitive Analysis Template, a Competitive Profile Matrix
once completed will give you the insight you need to:
competitors and your own organization.
the value proposition of your competitors.
While a Competitive Analysis Template is a word document describing
the differences between you and your competitors, a Competitive
Profile Matrix scores you against your competitors, each area of
competitive importance (called critical success factors).
Obviously, different organizations will have different strengths and
weaknesses, for example, while one organization might have the
best cost base due to its superior supply chain, another might have
the best quality product, whilst yet another organization might
have the best customer service. The advantage of a Competitive
Profile Matrix is that it allows you to rank you and your
competitors against each other in terms of the “total package” you
bring to the marketplace.
An example of a CPM is shown below: