A Teaching Exercise for The Competitive Profile Matrix (CPM)


Page 129 - Developments in Business Simulation and Experiential Learning, Volume 47, 2020 

 

A Teaching Exercise for The Competitive Profile Matrix (CPM) 
 

Christopher M. Cassidy 
Sam Houston State University 

cassidy@shsu.edu 
 

Renée Gravois 
Sam Houston State University 

renee.gravois@shsu.edu 
 

Charles Capps 
Sam Houston State University 

mgt_cjc@shsu.edu 
 

ABSTRACT 
 

The Competitive Profile Matrix (CPM) is a tool for analyzing the relative performance of rivals operating in an industry.  Learning 
this tool gives the manager a better understanding of the competitive landscape.  Applying the CPM gives managers a quantitative 
assessment of rivals which is easily converted into a visual comparison.  This visualization of the competition facilitates critical 
thinking and problem solving about company strategy.  This paper, and the accompanying in class exercise, provides guidance and 
recommendations to instructors teaching the CPM.  The exercise requires students to provide and organize inputs in a structured 
process that allows the students to see the thinking behind the CPM.  The power of the exercise is that students see the company 
inputs turned into a matrix that allows for easy visual interpretation.