Step four, we will now construct a comparison of customer and technical requirements with our competitors. This is not a mandatory step. However, since McDonald's have many competitors, and then historical data was available, we have added the step in this exercise. Here, we would rate our burger as the worst, average, or based on a scale of one three and five, respectively. By comparing it with our competitors on each of the customer requirements, the ratings are updated in the matrix. For ease of understanding, we have compared our eating with the average rating of our competitors.

This comparison is shown on the right hand side of the grid.