Competitor benchmark matrix

Competency Group: Business

Type: Benchmark

Description: Benchmarking is used world wide as a means of examining how a company can be evaluated against other similar companies. This matrix allows a project manager to create a list of headings whereby valuable information about company can be compared against competitors to reveal strengths and weaknesses of the company.

Citation for Description: Described by authors

Units: Identification and comparison of company attributes.

Advantages: Creates an understanding of competing companies in the market.

Limitations: Can be difficult to identify data sources and must be updated regularly.

Target Audience: Top management, Marketing, R&D

Relevant to Universal Design: No

Stages and Steps: 2.2, 4.3, 4.6, 4.13

Free Resource: Competitive Benchmarking Research. (n.d.). Retrieved from

Free Resource: DRM Associations. (1999). Benchmarking Product Development. Retrieved from