Rating Scale – Rating in CPM is from 1.0 (lowest) to 4.0 (Highest)
Weight Scale – Weight rating is from 0.0 (lowest) to 1.0 (highest). The sum of all the weight points should be equals to 1.0
Weighted Score – The product of weight and rating for each organization.
|
McDonald’s |
Burger King Holdings |
Wendy’s |
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|
Critical success factors |
Weight |
Rating |
Weighted score |
Rating |
Weighted score |
Rating |
Weighted score |
|
Brand name |
0.10 |
4 |
0.40 |
3 |
0.30 |
2 |
0.20 |
|
Product quality |
0.09 |
2 |
0.18 |
3 |
0.27 |
3 |
0.27 |
|
Public image |
0.07 |
2 |
0.14 |
3 |
0.21 |
2 |
0.14 |
|
Market share |
0.09 |
4 |
0.36 |
3 |
0.27 |
3 |
0.27 |
|
Price competitive |
0.05 |
3 |
0.15 |
2 |
0.10 |
3 |
0.15 |
|
Innovation |
0.03 |
3 |
0.09 |
2 |
0.06 |
2 |
0.06 |
|
Advertising |
0.06 |
4 |
0.24 |
3 |
0.18 |
2 |
0.12 |
|
Market expansion |
0.07 |
4 |
0.28 |
4 |
0.28 |
4 |
0.28 |
|
Customer service |
0.06 |
3 |
0.18 |
3 |
0.18 |
2 |
0.12 |
|
Financial position |
0.05 |
4 |
0.20 |
3 |
0.15 |
2 |
0.10 |
|
Sale distribution |
0.07 |
3 |
0.21 |
3 |
0.21 |
3 |
0.21 |
|
Strategic partnership and alliances |
0.04 |
3 |
0.12 |
3 |
0.12 |
2 |
0.08 |
|
Number of location |
0.09 |
3 |
0.27 |
4 |
0.36 |
3 |
0.27 |
|
Corporate social responsibility |
0.05 |
4 |
0.23 |
3 |
0.15 |
3 |
0.15 |
|
Geographic coverage |
0.08 |
3 |
0.24 |
4 |
0.32 |
2 |
0.16 |
|
Total |
1.00 |
3.26 |
3.16 |
2.58 |
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Interpret the result (one page)
Example
IFE weight score sugges that the company is ….strong/weak above 2.5 due to factors of….asume that they are strong because of they have achieve their vision and mission (use assumption to get extra marks)
can be made based on economic condition, competitor etc.
