Part A

Construct a competitive positioning matrix (CPM) withat least 12 factorsandthree (3) major competitors, including your company (Alphabet which is the parent company for Google + company b apple and company c amazon ). Complete the CPM matrix and give written analytical findings on matrix results *Calculations are needed- See sample

CPM Table Googlc Company B Company C Critical Success Factor Weight Rating Score Rating Score Brand reputation 0.13 2 0.26 3 0.39 1 0.13 Level of product integration 0.08 4 0.32 3 0.24 l 0.08 Range ofproducts 0.05 3 0.15 l 0.05 2 0.10 Successful new introductions 0.04 3 0.12 3 0.12 3 0.12 Market Share 0.14 2 0.28 4 0.56 4 0.56 Sales per employee 0.08 l 0.08 2 0.16 3 0.24 Low cost structure 0.05 l 0.05 3 0.15 4 0.20 Variety of distribution channels 0.07 4 0.28 2 0.14 2 0.14 Customer retention 0.02 2 0.04 4 0.08 l 0.02 Superior IT capabilities 0.1 1 3 0.33 4 0.44 4 0.44 Strong online presence 0.15 3 0.45 3 0.45 4 0.60 Successful promotions 0.08 l 0.08 2 0.16 l 0.08 Total I .00 - 2.44 - 2.94 - 2.71