Using the methodology illustrated in Table 4.3, do a weighted competitive strength assessment for your company and two other companies that you and your co-managers consider to be very close competitors.

Table 4.3

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Illustration of a Competitive Strength Assessment Key Success Factor/ Strength Measure Quality/product performance Reputation/image Manufacturing capability Technological skills Dealer network/distribution capability New product innovation capability Financial resources Relative cost position Customer service capabilities Sum of importance weights Weighted overall strength rating (Rating scale: 1 = very weak; 10 = very strong) Importance Weight 0.10 0.10 0.10 0.05 0.05 0.05 0.10 0.30 0.15 1.00 ABC CO. Strength Rating 8 8 2 10 9 9 5 5 5 Strength Score Rating 0.80 0.80 0.20 0.50 0.45 0.45 0.50 1.50 0.75 RIVAL 1 5.95 5 7 10 1 4 4 10 10 7 Score 0.50 0.70 1.00 0.05 0.20 0.20 1.00 3.00 1.05 7.70 Strength Rating 10 6 10 4 7 10 10 7 3 RIVAL 2 10 Score 1.00 1.00 0.40 0.35 0.50 0.50 0.70 0.90 1.50 6.85 Strength Rating 1 1 5 2 3 4 5 5 3 RIVAL 3 1 1 Score 0.10 0.10 0.50 0.15 0.25 0.25 0.30 0.30 0.15 2.10 Strength Rating 6 6 1 RIVAL 4 8 1 1 1 4 4 Score 0.60 0.60 0.10 0.40 0.05 0.05 0.10 1.20 0.60 3.70