You Yellow Cab Critical Success Factors Wright Rating Score Railey Advertising 010 0.20 Inventory Turnover 0.10 0.00 0.00 0.00 Customer Service 0.10 0.20 0.40 0.30 Store Locations 0.10 0.40 0.20 0.30 Variety of Products 0.10 0.40 0.20 2 0.20 Production Capacity 0.10 0.30 0.30 1 0.30 Customer Satisfaction 0.10 0.30 0.40 0.20 Customer Loyalty 0105 0.15 0.20 0.15 R&D Spending 0.10 0.15 Product Quality 0.10 0.40 0.40 Top Management 0.10 0.30 0.40 0.20 Price Competitiveness 0. 10 0.20 0.10 Tolah 1.00 1.75 3.05 2.15Competitive Profile Matrix Dunkin' Brands Starbucks Krispy Kreme Critical Success Factors Weight Rating Score Rating Score Rating Score Advertising 0.06 2 0.12 4 0.24 0.06 Price Competitiveness 0.11 W 0.33 0.11 2 0.22 Financial Position 0.08 2 0.16 4 0.32 3 0.24 Customer Loyalty 0.10 0.40 3 0.30 2 0.20 Global Expansion 9 0.09 3 0.27 4 0.36 0.09 Market Share daylight @ 2097 Pearson Edification Limited 0.12 Product Line 0.09 3 0.27 4 0.36 2 0.18 Store Locations 0.05 3 0.15 4 0.20 0.05 Customer Service 0.07 2 0.14 4 0.28 3 0.21 Product Quality 0.08 2 0.16 4 0.32 3 0.24 Debt Ratio 0.11 0.11 4 0.44 2 0.22 Employee Dedication 0.04 2 0.08 4 0.16 3 0.12 Totals 1.00 2.55 3.57 1.95 Dunkin' Brands enjoys a distinct advantage over Starbucks on pricing but the firm is struggling mightily on its debt load with over $1.8 billion in long-term debt as of fiscal year end 2014. Dunkin' is difficult to compare to rivals Starbucks and Krispy Kreme since Dunkin' also offers Baskin-Robbins ice cream and Starbucks does not offer donuts at all. Nevertheless, Dunkin' Brands clearly competes with Starbucks on the morning coffee business.Competitive Profile Matrix Dunkin' Brands Starbucks Krispy Kreme Critical Success Factors Weight Rating Score Rating Score Rating Score Advertising 0.06 2 0.12 4 0.24 0.06 Price Competitiveness 0.11 W 0.33 0.11 2 0.22 Financial Position 0.08 2 0.16 4 0.32 3 0.24 Customer Loyalty 0.10 0.40 3 0.30 2 0.20 Global Expansion 9 0.09 3 0.27 4 0.36 0.09 Market Share daylight @ 2097 Pearson Edification Limited 0.12 Product Line 0.09 3 0.27 4 0.36 2 0.18 Store Locations 0.05 3 0.15 4 0.20 0.05 Customer Service 0.07 2 0.14 4 0.28 3 0.21 Product Quality 0.08 2 0.16 4 0.32 3 0.24 Debt Ratio 0.11 0.11 4 0.44 2 0.22 Employee Dedication 0.04 2 0.08 4 0.16 3 0.12 Totals 1.00 2.55 3.57 1.95 Dunkin' Brands enjoys a distinct advantage over Starbucks on pricing but the firm is struggling mightily on its debt load with over $1.8 billion in long-term debt as of fiscal year end 2014. Dunkin' is difficult to compare to rivals Starbucks and Krispy Kreme since Dunkin' also offers Baskin-Robbins ice cream and Starbucks does not offer donuts at all. Nevertheless, Dunkin' Brands clearly competes with Starbucks on the morning coffee business.1. Competitive Profile Matrix Krispy Kreme Starbucks Dunkin' Brands Critical Success Factors Weight Rating Score Rating Score Rating Score Advertising 0.06 0.06 0.24 2 0.12 Price Competitiveness 0.11 3 0.11 2 0.22 Financial Position 0.08 0.24 0.3 2 0.16 NW W A Customer Loyalty 0.10 0.20 0.30 + 0.40 Global Expansion 0.09 1 0.09 4 0.36 3 0.27 Market Share 0.12 1 0.12 4 0.4 3 0.36 Product Line 0.09 2 0.18 0.36 0.27 Store Locations 0.05 1 0.05 0.20 0.15 Customer Service 0.07 3 0.21 4 0.28 - NNWW 0.14 Product Quality 0.08 0.24 0.32 0.16 Debt Ratio 0.11 0.33 0.44 0.11 Employee Dedication 0.04 3 0.12 4 0.16 N 0.08 Totals 1.00 2.17 3.57 2.44 KKD trails both Starbucks and Dunkin' on the total CPM score. KKD competes well with Dunkin' in its home market of the Southeast US but not nearly as well in the Northeast and other markets. Much of KKD's lower CPM score can be attributed to lower market share in both the US and international markets