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A Competitive Profile Matrix is a essentially a tool businesses use to analyze themselves and compare themselves to their competition. Critical Success Factors are used to determined the key components of what makes a company successful. These factors are put down and given a weight determining how important each factor themselves are compared to one another. Then a rating is applied, from 1-4 recognizing how well, or how poor of a job they are doing in that area. Finally the score is decided buy multiplying the weight and rating, and then businesses are able to use that number to compare to rivals and find areas of weakness, strengths, where to improve, and what to emphasize. It is important for a company to be able to conduct an unbiased external analysis in order to ensure that they are doing exactly what is necessary to stay in the competition with full self awareness.