Competitive Profile Matrix for McDonald’s

&NewLine;<&excl;-- WP QUADS Content Ad Plugin v&period; 2&period;0&period;94&period;1 -->&NewLine;<div class&equals;"quads-location quads-ad1" id&equals;"quads-ad1" style&equals;"float&colon;left&semi;margin&colon;0px 0px 0px 0&semi;">&NewLine;&NewLine;<&sol;div>&NewLine;<p align&equals;"justify">Competitive Profile Matrix &lpar;CPM&rpar; is used to design wise offensive or defensive strategies by identifying the major strengths and weaknesses of a firm in relation to the rival&&num;8217&semi;s firm strategic position&period; Two types of systems can be used for the construction of competitive profile matrix i&period;e&period; weighted rating system &lpar;each measure of critical success factor is assigned a weight based on its perceived importance&rpar; and unweighted &lpar;each critical success factor measured is assumed to be equally important&rpar; rating system&period;&&num;160&semi; It is important to note that the meaning of weights and total weighted scores is same in both EFE &lpar;external factor evaluation&rpar; and CPM &lpar;competitive profile matrix&rpar;&period; <&sol;p>&NewLine;<p align&equals;"justify">&&num;160&semi;<&sol;p>&NewLine;<h3>Differences between EFE and CPM<&sol;h3>&NewLine;<p> &&num;160&semi;<&sol;p>&NewLine;<p align&equals;"justify">&NewLine;Following are some of the important differences between EFE &lpar;external factor evaluation&rpar; and CPM &lpar;competitive profile matrix&rpar;&period; <&sol;p>&NewLine;<ol>&NewLine;<li>&NewLine;<div align&equals;"justify">In competitive profile matrix&comma; critical success factors include both internal and external issues&period;<&sol;div>&NewLine;<&sol;li>&NewLine;<li>&NewLine;<div align&equals;"justify">In external factor evaluation&comma; critical success factors are grouped into opportunities and threats whereas such grouping does not exist in competitive profile matrix&period; <&sol;div>&NewLine;<&sol;li>&NewLine;<li>&NewLine;<div align&equals;"justify">In external factor evaluation&comma; total weighted scores of a firm can not be compared to the total weighted scores of rival firms whereas such comparison is possible in competitive profile matrix&period; <&sol;div>&NewLine;<&sol;li>&NewLine;<&sol;ol>&NewLine;<p align&equals;"justify">&&num;160&semi;<&sol;p>&NewLine;<h3>Steps in the Construction of CPM<&sol;h3>&NewLine;<p> &&num;160&semi;<&sol;p>&NewLine;<&excl;-- WP QUADS Content Ad Plugin v&period; 2&period;0&period;94&period;1 -->&NewLine;<div class&equals;"quads-location quads-ad2" id&equals;"quads-ad2" style&equals;"float&colon;none&semi;margin&colon;0px 0 0px 0&semi;text-align&colon;center&semi;">&NewLine;&NewLine;<&sol;div>&NewLine;&NewLine;<&excl;-- WP QUADS Content Ad Plugin v&period; 2&period;0&period;94&period;1 -->&NewLine;<div class&equals;"quads-location quads-ad3" id&equals;"quads-ad3" style&equals;"float&colon;none&semi;margin&colon;0px&semi;">&NewLine;&NewLine;<&sol;div>&NewLine;&NewLine;