Back | Home> Process> Research

IP presentation on Competitive Advantage

We can use the IP matrix to compare our performance to our competitors and make a judgment about your competitive advantage where you perform better on the elements of a buyer's judgment about what is most important to them. Here, I concentrated on the upper right Excel quadrant, looking at scores for importance and performance greater than three by adjusting the scale on the presentation. Now service is less important. By changing the scale, I focus on the relative importance of the five key elements of the buying decision: here price, location, ease of purchase, breath of selection and customer service.

Conclusions:

BUR-MART has an advantage on price, ease of purchase and location.

AMBITION has an advantage with breath of selection and service.

• You have to understand your audience: do they like numbers or graphics? I prefer a graphic with simple conclusions to the side. The numbers are available separately, if necessary.
• This presentation would be better if we could see what has changed since last year.