How to Use the CPM to Analyze and Set Your Strategy from Coursera

In this 1-hour long project-based course, you will learn how to analyze your industry and identify your competitive advantage with the Competitive Profile Matrix (CPM). CPM is a strategic management tool that enables you to benchmark you company in relation to competition and then identify the relative strengths and weaknesses of all the competitors based on some Critical Success Factors (CSFs). The CSFs are assigned weight based on their perceived importance, ranked based on their strengths and weaknesses, then the weight is multiplied by the rank to get the weighted score, and then the sum of the weighted score reveals the company with the dominant strengths in the industry. Essentially, the competitive profile matrix CPM allows a company to easily visualize its competitive landscape on a single page. And so, to demonstrate the application of the CPM matrix, we will use a spreadsheet to analyze a division of our energy services company together. The example of the case study would empower you to use the model to analyze your company or any other company of your choice. The project is for business leaders who want have a deep insight on their competitive environment and how their company fare relative to competition. Also, for strategist who are interested in helping organization in making informed strategic decisions. At the end of the project, you will be able to use the CPM to analyze your company, identify the strengths and weaknesses of the competitors, and use the model to shape your strategy

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Provides company leaders with an in-depth understanding of their competitive environment

Utilizes the Competitive Profile Matrix (CPM) model, a widely used strategic management tool in the industry

Enhances decision-making and strategy formulation for organizations

Suitable for business professionals seeking a deeper understanding of competitive analysis

May require some prior knowledge of strategic management principles for optimal comprehension

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in How to Use the CPM to Analyze and Set Your Strategy with these activities:

Review fundamental concepts of strategy and competitive analysis

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Refresh your knowledge of foundational concepts to ensure a strong starting point for the course.

Browse courses on Strategy

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Revisit lecture notes or textbooks from previous courses
Read articles or blog posts on recent trends in strategy and competitive analysis
Attend an introductory webinar or workshop on strategy fundamentals

Review 'Competitive Strategy: Techniques for Analyzing Industries and Competitors' by Michael E. Porter

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Familiarize yourself with the foundational concepts of industry analysis and competitive strategy to prepare for the course.

View Competitive Strategy: Techniques for Analyzing... on Amazon

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Read Chapters 1-3
Summarize Porter's 5 Forces model
Identify examples of how companies have used these concepts

Explore industry-specific competitive analysis resources

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Explore additional resources to enhance your understanding of industry analysis and develop industry-specific expertise.

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Search for industry-specific reports and articles
Attend industry webinars and conferences
Connect with industry experts on LinkedIn

Five other activities

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Conduct a competitive analysis using the CPM model

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Develop the ability to apply the CPM model to identify your company's competitive strengths, weaknesses, and areas for improvement.

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Select an industry and company to analyze
Identify your company's competitors
Determine the Critical Success Factors (CSFs) for the industry
Construct a CPM matrix and populate it with data
Analyze the matrix and identify your company's key competitive advantages

Participate in a peer review session to discuss CPM analysis results

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Gain valuable insights from peers by sharing your CPM analysis results and receiving feedback on your approach and findings.

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Prepare a brief summary of your CPM analysis
Join a peer review session and present your findings
Provide feedback to other participants

Develop a presentation on the CPM analysis findings

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Enhance your communication and presentation skills while reinforcing your understanding of the CPM model and its implications.

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Organize your findings from the CPM analysis
Create visual aids and supporting materials
Practice presenting your findings to a mock audience

Design a CPM template for your industry

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Deepen your understanding of the CPM model and its applications by customizing it for your specific industry.

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Identify the unique CSFs for your industry
Develop a customized CPM template
Test the template on a sample company
Document your process and share it with others

Assist a non-profit organization with conducting a competitive analysis

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Apply your CPM skills in a practical setting while contributing to the success of a non-profit organization.

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Identify a non-profit organization to partner with
Conduct a CPM analysis for the organization
Develop recommendations based on the analysis
Present your findings to the organization

Career center

Learners who complete How to Use the CPM to Analyze and Set Your Strategy will develop knowledge and skills that may be useful to these careers:

Strategy Consultant

As a Strategy Consultant, you will use frameworks such as the Competitive Profile Matrix (CPM) to help your clients understand their competitive landscapes and develop winning strategies. This course will provide you with a deep understanding of the CPM and its applications, enabling you to provide valuable insights and recommendations to your clients. With its hands-on approach and real-world case study, this course will prepare you to excel in the competitive Strategy Consulting field.

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Business Analyst

As a Business Analyst, you will be responsible for analyzing business processes, identifying areas for improvement, and proposing solutions. The CPM is a powerful tool that can help you to understand the competitive environment and identify opportunities for competitive advantage. This course will provide you with the skills and knowledge necessary to use the CPM effectively in your work as a Business Analyst.

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Market Research Analyst

As a Market Research Analyst, you will be tasked with gathering and analyzing information about a company's target market. The CPM can help you to identify the key factors that drive consumer behavior and make informed decisions about marketing strategies. This course will provide you with the foundation you need to conduct effective market research and develop actionable insights.

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Product Manager

As a Product Manager, you will be responsible for developing and launching new products or services. The CPM can help you to identify opportunities for new products, understand the competitive landscape, and make informed decisions about product strategy. This course will provide you with the knowledge and skills you need to use the CPM to develop successful products.

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Financial Analyst

As a Financial Analyst, you will be responsible for analyzing financial data and making recommendations to investors. The CPM can help you to understand the financial performance of a company relative to its competitors and identify potential investment opportunities. This course will provide you with the skills and knowledge you need to use the CPM to make informed investment decisions.

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Management Consultant

As a Management Consultant, you will be responsible for helping organizations improve their performance. The CPM can help you to identify areas for improvement and develop strategies for change. This course will provide you with the skills and knowledge you need to use the CPM to help organizations achieve their goals.

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Marketing Manager

As a Marketing Manager, you will be responsible for developing and implementing marketing campaigns. The CPM can help you to identify your target market, understand the competitive landscape, and develop effective marketing strategies. This course will provide you with the knowledge and skills you need to use the CPM to create successful marketing campaigns.

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Sales Manager

As a Sales Manager, you will be responsible for leading and motivating a sales team. The CPM can help you to understand the competitive landscape, identify sales opportunities, and develop effective sales strategies. This course will provide you with the knowledge and skills you need to use the CPM to increase sales and grow your business.

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Operations Manager

As an Operations Manager, you will be responsible for overseeing the day-to-day operations of a business. The CPM can help you to identify areas for improvement and develop strategies for operational efficiency. This course will provide you with the skills and knowledge you need to use the CPM to improve the performance of your operations.

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Project Manager

As a Project Manager, you will be responsible for planning, executing, and closing projects. The CPM can help you to identify potential risks and develop strategies for project success. This course will provide you with the knowledge and skills you need to use the CPM to manage projects effectively.

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Data Analyst

As a Data Analyst, you will be responsible for collecting, analyzing, and interpreting data. The CPM can help you to identify trends and patterns in data and develop insights that can be used to make better decisions. This course will provide you with the skills and knowledge you need to use the CPM to analyze data effectively.

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Software Engineer

As a Software Engineer, you will be responsible for designing, developing, and testing software applications. The CPM can help you to understand the software development process and develop software that meets the needs of users. This course will provide you with the knowledge and skills you need to use the CPM to develop successful software applications.

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IT Manager

As an IT Manager, you will be responsible for managing the IT infrastructure of an organization. The CPM can help you to identify risks and vulnerabilities in your IT infrastructure and develop strategies to improve security. This course will provide you with the knowledge and skills you need to use the CPM to manage your IT infrastructure effectively.

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Human Resources Manager

As a Human Resources Manager, you will be responsible for managing the human resources of an organization. The CPM can help you to identify and attract top talent, develop employee training programs, and create a positive work environment. This course will provide you with the knowledge and skills you need to use the CPM to manage your human resources effectively.

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Financial Planner

As a Financial Planner, you will be responsible for helping clients achieve their financial goals. The CPM can help you to identify and evaluate investment opportunities, develop retirement plans, and create financial plans that meet the needs of your clients. This course will provide you with the knowledge and skills you need to use the CPM to help your clients achieve their financial goals.

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