Competitive Profile Matrix                           Bossini  Gap     Zara  Critical success factors  Weight   Rating  Score  Rating  Score  Rating  Score Adv and promotion         0.10     2       0.20   2       0.20   2       0.20  Product quality           0.15     1       0.15   2       0.30   3       0.45  Price competitiveness     0.10     3       0.30   2       0.20   1       0.10  Brand image               0.10     1       0.10   2       0.20   3       0.30  Customer loyalty          0.10     1       0.10   2       0.10   2       0.20  Sales distribution        0.15     3       0.45   2       0.30   1       0.15  Customer service          0.15     2       0.30   2       0.30   2       0.30  Global expansion          0.15     1       0.15   2       0.30   3       0.45  Total                     1.00             1.35           1.90           2.15   David F.R. (2006) Esprit is chasing Zara and heading Gap. Competitive analysis should be between Gap and Zara. According to the figures shown in the Competitive Profile Matrix (CPM), the total score of Gap is 1.9 while that of Zara is 2.15. Areas for improvement in strategic planning should include. Esprits should expand globally. Its markets at the moment include Germany, Europe, Asia Pacific, North America. Germany should not only be the major market. The awareness of its brands should be improved because there is so much competition in the market. Research and development are very necessary for North America to determine why it is the smallest segment of Esprit and why it contributes only 4% of total international sales. Pricing strategies should be sought to determine why its products are facing stiff price competition. The different cultures’ fashion trends need to be determined. The focus should not only be on New York or Los Angeles but should also target other cities and states. Esprit’s products should be able to meet the lifestyle demands of young people because they prefer European/German products. Esprit should take advantage of economies of scale in the Asia Pacific due to the strong economic growth. Expansion of Esprit market should be in Italy and Spain. The brand image by Esprit needs to be made better. Esprit’s products should be able to match with customers/clients’ attitudes. The research will be necessary to determine the tastes and preferences of customers all over the world. Products should have a brand image that is attractive so that more sales can be achieved, more market values acquired and earnings per share will also be improved. Esprits casual should be of designer quality for the young. Clothing should match with personality and people should be in Esprit brands that are attractive and showing styles. The need for making the brand name image to be positive is necessary. The quality of brands should match with price and right fitting. The brand image should also be impressive to the middle age and the learned. Hong Kong people are not ready to spend on brands that can not be valued and are ready to spend more on high-quality brands. This could be the season as to why Esprits is losing its market share to Zara. Edc should also target other body shapes apart from the petite size. The Quality of Esprits products should be advanced: With changing socio-cultural trend