Assess the strength of Yeti Holdings relative to each other in the industry (Igloo, Tervis, HydroFlask, & Otter Box) using a Competitive Strength Assessment (CSA) Matrix. What conclusions can be made concerning the ability of the companies to compete based upon your CSA matrix?

example:

Step 1 in doing a competitive strength assessment is to make a list of the industry’s key success factors and other telling measures of competitive strength or weakness (6 to 10 measures usually suffice). 

Step 2 is to assign weights to each of the measures of competitive strength based on their perceived importance. (The sum of the weights for each measure must add up to 1.) 

Step 3 is to calculate weighted strength ratings by scoring each competitor on each strength measure (using a 1-to-10 rating scale, where 1 is very weak and 10 is very strong) and multiplying the assigned rating by the assigned weight. 

Step 4 is to sum the weighted strength ratings on each factor to get an overall measure of competitive strength for each company being rated. 

Step 5 is to use the overall strength ratings to draw conclusions about the size and extent of the company’s net competitive advantage or disadvantage and to take specific note of areas of strength and weakness.
 

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TABLE 4.4 A Representative Weighted Competitive Strength Assessment Competitive Strength Assessment (rating scale: 1-very weak, 10-very strong) ABC Co. Rival 1 Rival 2 Key Success Factor/Strength Measure Importance Weight Strength Rating Weighted Score Strength Rating Weighted Score Strength Rating Weighted Score Quality/product performance 0.10 8 0.80 5 0.50 1 0.10 Reputation/image 0.10 8 0.80 7 0.70 1 0.10 Manufacturing capability 0.10 2 0.20 10 1.00 5 0.50 Technological skills 0.05 10 0.50 1 0.05 3 0.15 Dealer network/distribution capability 0.05 9 0.45 4 0.20 5 0.25 New product innovation capability 0.05 9 0.45 4 0.20 5 0.25 Financial resources 0.10 5 0.50 10 1.00 3 0.30 Relative cost position 0.30 5 1.50 10 3.00 1 0.30 Customer service capabilities 0.15 5 0.75 7 1.05 1 0.15 Sum of importance weights 1.00 Overall weighted competitive strength rating 5.95 7.70 2.10 TABLE 4.4 A Representative Weighted Competitive Strength Assessment Competitive Strength Assessment (rating scale: 1-very weak, 10-very strong) ABC Co. Rival 1 Rival 2 Key Success Factor/Strength Measure Importance Weight Strength Rating Weighted Score Strength Rating Weighted Score Strength Rating Weighted Score Quality/product performance 0.10 8 0.80 5 0.50 1 0.10 Reputation/image 0.10 8 0.80 7 0.70 1 0.10 Manufacturing capability 0.10 2 0.20 10 1.00 5 0.50 Technological skills 0.05 10 0.50 1 0.05 3 0.15 Dealer network/distribution capability 0.05 9 0.45 4 0.20 5 0.25 New product innovation capability 0.05 9 0.45 4 0.20 5 0.25 Financial resources 0.10 5 0.50 10 1.00 3 0.30 Relative cost position 0.30 5 1.50 10 3.00 1 0.30 Customer service capabilities 0.15 5 0.75 7 1.05 1 0.15 Sum of importance weights 1.00 Overall weighted competitive strength rating 5.95 7.70 2.10