Competitive Profile Matrix (CPM)

In the development of this CPM it was needed to know what were the most important factors in order to succeed in the online accessory sale business. We got to conclude that they were the quality of the online platform (qualifying it by accessibility, aesthetics and clearness of the information given) and the advertising that the company had available so the costumers could get to know them or could be persuaded to by from them (we considered presence in the web apart from general marketing because as our channel of sales is the web, it should be consider a priority to lead in it).

To rate the companies we used an analysis of their major public elements in each of the factors (mainly gotten from their web pages and individual experience with the brand). For example, in advertising we measured if what channels of transmission (radio, tv, billboards) had every company used. So we could qualify from our perspective, how strong or weak they were in them.

 

Conclusions:

 

• As in the numbers can be seen, Dafiti is a company, which has major strengths in every factor we considered important to achieve success in the on-line accessory selling business. We consider it has this advantage thanks to experience in the market and, beyond that, the quantity and quality of the resources they have available. Even thought they do not have and special recognition of why they are good at the industry, the clients consider them as a company that really helps to make interaction easy.

• Regarding Cyclus, we consider them (after the evaluation) as a company with certain factors that help it to enter the market, but a still weak brand. They have developed great strength through specializing in persuading clients to them by showing them how the have many good aspects such as quality and eco-friendly process. Nevertheless, they lack of good advertising or presence to be known by potential clients that might be interested in their products because of the features they offer.

• Feijoa Accessories: From our perspective we identify many weaknesses of our company mainly related to the difficulty of accessing resources such as capital, like strong marketing campaigns or improvement in our production process. Besides this, we also identify great possibilities regarding the mistakes and well-done actions (from our perspective) of our competitors. We recognize the need of using every method at our reach to be known by potential costumers (the cheaper the better). Also, the fact that it is imperative to create a system where it is easy and comfortable to overview products and prices, in order to buy. Most of all, and as a secondary success factor, we consider that as we are a small firm, we can compensate our weaknesses by improving factors that our competitors do not consider so important, as it is the involvement of our employees and the way the employees get in close contact with costumers so they can give a great service and create a costumer relationship that leads to mouth-to-mouth advertisement, improving not one but two factors.