Strategic Planning in the Small Business

Unit 2

HO 2-4 (continued)

Table 1-5

Competitive Profile Analysis

IScale from 1-5; 1 (very poor), 2 (below overage), 3 (average),

4 (above average), 5 (outstanding)]

Firm

Helper's Build Pilgram

Competitive Factor tbdd Lesters

Donners Rite Pride Garrods Kennely

General Characteristics

-Reputation 3 5 2 3 5

4 4

-Sto~e .ours 5 3 4 4 3 3 3

-Speed of Checkout 4 3 3 4 3 3 3

Merchandise Offering

SVariety/Selection 4 4 3 3 3 2 4

.Quality of Mdse

4 4 4 3 3 3 3

Environment

-Store Layout 4 5 4 3 3 3 2

-Displays 4

4 4 3 3 4 2

• Merchandising 5 5

5 4 3 3 2

-Clutter 4 4 4 4

2 4 2

• Cleanliness 5 4

5 4 3 4 2

-Lighting 4 4 5

2 3 4 1

-Inside Decor 5 5 3 3 2

4 1

-Exterior 4 3 3 4 2 3

2

Prices

-Values 4

3 3 3 3 3 2

-Specials

4 4 4 3 3 3 3

Personnel

-Friendly/Courteous 3 3 4 2 5 3 4

-Knowledgeable 3 3 4 3 4 4 3

-Service Level

3 4 4 3 4 3 3

Site

-Accessibility 4 4 4 5 5 3 3

• Parking Facilities 4 4 4 5 3 2 3

-Visibility 5 4 3 4 4 2 2

-Shopping Pull 4 3 2 4 4 3 2

-Walk-In Traffic 4 2 2 4 3 2 2

Advertising

-Expenditure

5 4 3 3 2 2 2

• In-Store/P.O.P. 4 3 3 3 1 2 2

Overall Perfomiance

Index 102 94 87 85 79 76 62

194