B) Competitive Profile Matrix (CPM)

Critical success factors (CSF) are the key areas, which must be

performed at the highest possible level of excellence if

organizations want succeed in the particular industry. They vary

between different industries or even strategic groups and include

both internal and external factors. In our example, we have

included 8 CSF. The more critical success factors are included the

more robust and accurate the analysis is.Table 6._ : CPM of SUNJIN

SUNJIN B-MEG PILMICOCritical Success Factor (CSF) Weight Rating Score Rating Score Rating ScoreCSF1. Brand reputation .15 3 .45 1 .15 2 .3CSF2. Level of product integration

.17 2 .34 3 .51 1 .17

CSF3. Successful Promotions .10 2 .2 2 .2 1 1CSF4. Sales per Employee .19 1 .19 2 .38 2 .38CSF5. Variety of Distribution Channels

.10 3 .3 1 .1 3 .3

CSF6. Strong Distribution Channels

.09 3 .27 2 .18 2 .18

CSF7. Strong Online Presence .10 1 .1 3 .3 1 .1CSF8. Customer Retention .10 1 .1 2 .2 1 .1CSF9.CSF10.CSF11.CSF12. (max of 12)

Totalweight score: 0.0 (not important) to 1.0 (very important)

4 = Major strength where the response is superior,3 = Minor strength where the response is above average,2 = Minor weakness where response is average,1 = Major weakness where the response is poor.

1 1.95 2.02 2.53

Note: weight score: 0.0 (not important) to 1.0 (very important) based on its impact

to the company and the 2 competitors.

4 = Major strength where the response is superior,

3 = Minor strength where the response is above average,

2 = Minor weakness where response is average,

1 = Major weakness where the response is poor.

After presenting the CPM Matrix, the student should identify the relative

competitive strength of your company and of the 2 competitors based on the

critical success factor. This is done by identifying the CSF of the 2 competitors

with the highest score. This highest score contribute greatly to the attainment of

this total weighted score. This CPM reveals not just the overall competitive

performance of competitors, but also the strong points.

Identification of the Critical Success Factors with High

Weighted Scores from CPM

Weighted Scores from CPM

Your Company: SUNJIN 1.95

Competitor 1: B-MEG 2.02

Competitor 2: PILMICO 2.53

Analysis of CPM:

After writing and construction of CPM, Analysis will proceed. In the evaluation,

the student must write the interpretation of the CPM scores; Evaluation also

includes discussion of ranking of the companies. This will show who is the best

company and the weakest company. This is where the Intensive research of the

student or strategist in that company will come.

Explanations to Weights and Ratings (Standard Format)(Make it sure this table will fit in one page only by adjusting font size from 8 to 6, if necessary)

CRITICAL SUCCESS FACTORS SUNJIN B-MEG PILMICO

Weight Comments on Weight Rating Comments on Rating Rating Comments on Rating Rating Comments on Rating

CSF1. Brand reputation

.17 The brand reputation of the company is very important in determining the success factor of the company

3 The brand reputation of Sunjin has a rating of 3 which indicates that its brand has a minor stregth and above average.

1 B-MEG has a poor rating with its brand reputation for not having quality poultry feeds.

2 PILMICO’s reputation on the poultry industry is rather good compare to B-MEG considering it is only starting in the industry.

CSF2. Level of product integration

.09 Level of product intergration is not that important in determining the success factor of a company.

2 Level of product integration is a minor weakness in Sunjin due to current economic status of the company.

3 The product integration of B-MEG is rather diverse than other poultry companies.

1 Since PILMICO is a new company in this industry their products does not focus on the poultry section.

CSF3. Successful Promotions

.10 It is of high importance that a company has high succesful promotions to boost the company’s brand.

2 Sunjin has a rating of 2 with regard to succesful promotions because it doesn’t really enter the competitive market of the poultry industry.

2 B-MEG rarely promotes their products to the market that’s why it is their minor weakness.

1 PILMICO is a startup company and rarely promotes their products in the media but rather door to door promotions.

CSF4. Sales per Employee

.19 The sales per employee is important because it deternines whether the product sells.

1 The sales per employee of Sunjin has a major weakness with regard to sales because of rural destinations.

2 The sales per employee of B-MEG is rather high than Sunjin’s because of the vast network of salesman in the Philippines.

2 PILMICO is competitive with their sales per employee although they just started in the industry.

CSF5. Variety of Distribution Channels

.10 In the poultry industry, a variety of distribution channels is important so that a product will sell.

3 The variety of distribution channels of Sunjin caters the needs of urban and rural areas.

1 B-MEG does not cater into a lot of distribution channels in the country that’s why their products are not well known especially in remote areas.

3 PILMICO’s strategy is to allocate different distribution channels in the country that is why it is their advantage to other poultry companies.

CSF6. Strong Distribution Channels

.10 Strong distribution channels are important for the boost in sales of the product.

3 Sunjin has an above average rating with regard to its distribution channels because it accomodates its products worldwide.

2 B-MEG does not have a strong distribution channel unlike Sunjin because the company caters to large retail stores only and not worldwide.

2 Distribution channels of PILMICO is rather new that is why it is still weak for their system is not yet perfect.

CSF7. Strong Online Presence

.10 Strong onine presence must be strong in order to market the product.

1 There is very love online presence of Sunjin’s products in the internet and rates poor in this category.

3 B-MEG has a strong online presence unlike other poultry companies. 1 PILMICO does not have an online

presence because they do not target it but rather they focus on rural marketing implementations

CSF8. Customer Retention

.10 Customer retention must be strong so that there is a market that needs to be addressed.

1 The customer retention of Sunjin is low because other customers switch to other poulty companies.

2 Customer retention is a key element why B-MEG remains available in the market. 1 Since PILMICO is a new company their

customer retention is rather low because they haven’t gain customer loyalty.