A competitive matrix is an analysis tool that helps youestablish your company’s competitive advantage. It provides aneasy-to-read portrait of your competitive landscape and yourposition in the marketplace. The matrix can be just a simple chart.In the left column, you list the main features and benefits of yourproduct or service. On the top row, you list your company and thenames of your competitors. Then fill in the chart with theappropriate information for each company. For example, if you own adry cleaning service, you might list the different services youoffer or the quick turnaround you provide on items (24 hours), andthen note how your competitors fail at these features.
The matrix can be shared with customers as a sales tool, or youcan develop the matrix solely for in-house purposes to keep abreastof the competition.
