Sample Essay
The following table presents the Competitive Profile Matrix for Estee Lauder Companies, and two of its main competitor Procter and Gamble and L’Oreal.
|
CPM Matrix |
|||||||
|
|
|
Estee Lauder |
Proctor & Gamble |
L’Oreal Group |
|||
|
Critical Success Factors |
W |
R |
W.Sc |
R |
W.Sc |
R |
W.Sc |
| Brand loyalty |
10% |
4 |
0.4 |
3 |
0.3 |
4 |
0.4 |
| Brand value |
10% |
4 |
0.4 |
3 |
0.3 |
4 |
0.4 |
| Advertising |
10% |
4 |
0.4 |
4 |
0.4 |
4 |
0.4 |
| Product quality |
10% |
3 |
0.3 |
3 |
0.3 |
4 |
0.4 |
| Price |
10% |
3 |
0.3 |
4 |
0.4 |
4 |
0.4 |
| Management |
5% |
3 |
0.15 |
4 |
0.2 |
3 |
0.15 |
| Financial position |
5% |
2 |
0.1 |
3 |
0.15 |
4 |
0.2 |
| Market share |
10% |
2 |
0.2 |
3 |
0.3 |
3 |
0.3 |
| R&D |
10% |
3 |
0.3 |
4 |
0.4 |
4 |
0.4 |
| CSR |
10% |
3 |
0.3 |
2 |
0.2 |
4 |
0.4 |
| Global markets |
10% |
3 |
0.3 |
4 |
0.4 |
3 |
0.3 |
|
100% |
3.15 |
3.35 |
3.75 |
||||
The CPM analysis and the above depicted Matrix provides that the L’Oreal Group is dominating on the critical success factors with a total weighted score of 3,75 which is very good.
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