Industry-Attractiveess Assessments

Coffee Industy Food Industry

Industry Attractiveness Importance Attractivness Weighted Attractivness Weighted
Measure Weight Rating Score Rating Score
Market Size and projected
growth rate 0.10 8 0.80 8 0.80
Intensity of Competition 0.30 5 1.50 5 1.50
Emerging opportunities and
threats 0.15 8 1.20 8 1.20

Cross-industry strategic fit 0.20 9 1.80 5 1.00

Pesource requirements 0.10 8 0.80 3 0.30

Social, political, regulatory
and environmental factors 0.05 7 0.35 6 0.30

Industry profitability 0.10 8 0.80 7 0.70

Sum of importace weights 1.00

Weighted overall industry-

attractiveness scores 7.25 5.80

Competitive-Strenght Assessments
Breakfast sandwich -
Starbucks Cofee Starbucks
Coffee Industy Food Industry
Competitive-Strenght Importance Strength Weighted Strength Weighted
Measures Weight Rating Score Rating Score
Relative Market share 0.15 10 1.50 3 0.45
Costs relative to
competitor's costs 0.25 6 1.50 5 1.25
Ability to match rivals on
key product attributes 0.05 10 0.50 4 0.20
Ability to benefit from
strategic fit 0.10 6 0.60 5 0.50
Bargaining leverage with
suppliers/customers 0.05 8 0.40 4 0.20

Brand image and reputation 0.15 10 1.50 4 0.60

Other valuable resources 0.10 8 0.80 6 0.60
Profitability relative to
competitors 0.15 8 1.20 5 0.75

Sum of importace weights 1.00

Weighted overall industry-

attractiveness scores 8.00 4.55

A Nine-Cell Industry-Atractiveness-Competitive Mat

7.25 6.15 5.8

9

High
Starbucks
Coffee

Tazo Tea
6

Medium Sandwich

Low
9 6
Strong Average

Competitive Strength/ Market Position

s Assessments
Specialty Tea Brand
Attractivness Weighted
Rating Score

7 0.70
6 1.80

5 0.75

7 1.40

5 0.50

8 0.40

6 0.60

6.15

Assessments

Tazo Tea
Specialty Tea Brand
Weighted
Strength Rating Score
6 0.90

5 1.25

6 0.30

5 0.50

5 0.25

7 1.05
 8 0.80

6 0.90

5.95

-Competitive Matrix

5.95

4.55
3
Weak