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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Essay: Competitive Profile Matrix (CPM)
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