The confrontation matrix

1. The confrontation matrix Formerly known as “SWOT”

2. EXTERNAL ANALYSIS INTERNAL ANALYSIS MARKET COMPETITION COMPANY SECTOR CONFRONTATION MATRIX MARKET ENTRY STRATEGY EXPORT MARKETING PLAN

3. The confrontation matrix CM helps you build your market entry strategy: • FOCUS/CHALLENGE • PMC - product/market combination • USP - unique selling proposition • STP - strategic trade partner

4. ? ? ? VALUE ADDED BENEFITS SACRIFICES VALUE ADDED COST OF OWNERSHIP COST OF RESOURCES CONSUMER CUSTOMER COMPANY ©2004 TGVC

5. CM - the export audit EXTERNAL ANALYSIS MARKET INTERNAL ANALYSIS COMPANY

6. CM - the export audit

7. Methodology • Use 5, 3, 1 positive scores • Use -5, -3, -1 negative scores • Use each score only once • Leave blank if no correlation

8. CM – individual worksheet

9. Methodology • Use 5, 3, 1 positive scores • Use -5, -3, -1 negative scores • Use each score only once • Leave blank if no correlation • Do individual CM’s • Add up scores for total results

10. CM – team sheet

11. Methodology • Use 5, 3, 1 positive scores • Use -5, -3, -1 negative scores • Use each score only once • Leave blank if no correlation • Do individual CM’s • Add up scores for total results • Find FOCUS and CHALLENGE

12. CM – team sheet

13. Results • FOCUS - good, innovative (+28) products and image (+35) • CHALLENGE – EU standards on processes (-33); poor logistics (-28) • PMC – unique, high quality products for early affluent adopters with taste • USP - “we are the frontrunners in trendy food products” • STP – a logistical service provider in the EU/USA. • ACTION – • production/plant routing (-15) • meet EU standards on OHS (-12)