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Assignment: Competitive Advantage
You are a marketing consultant to Tim’s Coffee Shoppe. A way for Tim’s Coffee Shoppe to determine the advantages (or weaknesses) Tim’s has as compared to their competitors’ is through doing a Competitive Profile Matrix (CPM). When you identify Tim’s key success factors, you can weigh them according to the strength/weakness compared to the competitors.
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Running head: COMPETITIVE PROFILE MATRIX
Tim’s Coffee Shoppe’s Competitive Profile Matrix
Name
Institution
Course
Date
1
COMPETITIVE PROFILE MATRIX
2
Tim’s Coffee Shoppe’s Competitive Profile Matrix
Competitive Profile Matrix
1 – Major weakness
2 – Minor weakness
3 – Minor strength
4 – Major strength
Factor
Tim’s Coffee Shoppe
Starbucks
Score
Score
Comments
Dunkin Donuts
Comments
Score
Product
Quality
2
4
3
Location
4
4
4
Brand
Recognition
2
4
3
Customer
service
2
4
3
Advertising
1
3
3
Product
Variety
3
4
4
Staff
1
4
4
Profitability
1
4
3
Total
16
31
27
Comments
COMPETITIVE PROFILE MATRIX
3
Summary
A review of Tim’s Coffee Shoppe’s competitive profile matrix paints a picture of a coffee
shop that is doing fairly well in terms of a few critical success factors and quite poorly in terms
of several critical success factors. Compared to Starbucks and Dunkin Donuts, major players in
the retail coffee industry, Tim’s Coffee Shoppe competitiveness is too way below, as indicated
by the outlying total competitiveness score. Tim’s major strength is its location. The coffee shop
is located in a busy downtown business district close to a big university and a number of metro
s...
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