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Competitor Matrix

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Competitor Matrix

Knowing who is your competition is only part understanding the local market. You should understand how they get customers to go to their establishment? During your investigation of the industry you determined the factors which make companies in that industry successful (www.hoovers.com). How does your competition satisfy these factors for success? By understanding where your competition is doing well and where they are doing not so well can help you determine how your company can compete in your chosen market.

The following is an example of a Competition Matrix.

|COMPETITOR MATRIX |
|Fast Food Restaurants in Decatur and Forsyth, IL |

|Service Quality |Food Quality |Efficiency |Price |Location |Cleanliness |Overall | |A&W |3 |3.25 |3 |3.25 |2.25 |2.75 |2.92 | |Arby's |3.5 |3.75 |3 |3 |3.25 |3.25 |3.29 | |Burger King |3 |3.5 |3 |3.25 |3.25 |2.75 |3.13 | |Culvers |4.25 |4 |3 |3.25 |3.5 |4 |3.67 | |Dairy Queen |3.25 |3.75 |4.5 |4.25 |3.25 |4 |3.83 | |Hardees |2.25 |2 |2.5 |3 |3 |2.5 |2.54 | |Kentucky Fried Chicken |3 |3 |3.5 |2.75 |3.5 |2.75 |3.08 | |Krekels |2.75 |3.5 |3.75 |3.75 |4 |2 |3.75 | |Long John Silvers |2.75 |3 |3.5 |3.5 |3.5 |2.25 |3.08 | |McDonald's |3.75 |3.5 |4.25 |4.75 |4 |3.75 |4.00 | |Panera Bread |4.25 |4.5 |4 |2.75 |2.75 |4.75 |3.83 | |Subway |3 |3.75 |4 |3.5 |5 |3.75 |3.83 | |Taco Bell |3 |3.25 |3.25 |4 |2.75 |3 |3.21 | |
This example determines how the fast food restaurants in Decatur and Forsyth satisfy the market. Each possible competitor was evaluated on the success factors found in Hoovers and their thoughts on what makes a good fast food restaurant. The team visited each of the competitors and…...

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