Relative comparison of non-numerical & graphing

The questions in your spreadsheet seem a different from the questions you have posed here. Are you wanting to discuss all of these questions?

Question 1 on adding text to both axes of a graph: I would suggest this tutorial: http://peltiertech.com/Excel/Charts/Y_CategoryAxis.html It is not clear what version of Excel you are using. Your profile indicates 2003, but you have uploaded and xlsx file, suggesting 2007 or later. If you are using 2013 or later, you won't need the XY chart labeler add-in, because this feature was added to Excel with version2013. If you have 2011 or earlier, then you will need want the add-in.

Question 1 in spreadsheet seems to be asking how to create a panel chart. I would suggest this tutorial http://peltiertech.com/Excel/Charts/StackedCharts.html It is not clear to me exactly what you are trying to plot here, so I am not sure if you would prefer the category axis as his tutorial shows, or if a XY scatter chart would be more suitable. In any cases, adapting Jon's tutorial to an XY scatter plot should be straightforward.

Question 2 in both places seems to be about how to make comparison within the data. Much of the answer here is going to depend on exactly how you want to make that comparison. In the specific example given, you want to compare F6 and F5, H6 and H5, J6 and J5, and L6 and L5. If course, this analysis can be carried across all possible pairs of companies, which is a lot of different combinations. Something that exactly what you describe here (input two companies and compare the difference in their rankings across the 4 classes) might look something like:
a) designate two cells as inputs, first company in comparison and second company in comparison.
b) use lookup functions (https://support.office.com/en-us/art...__toc309306714 ) to return the shadow rating for each of these companies.
c) compare them using a suitable comparison technique. Maybe =rating_of_first<rating_of_second and see if the resulting TRUE/FALSE results are similar or not. Or maybe =rating_of_first-rating_of_second and see if the sign on this difference is similar.

If you program this sort of thing into a single row (or column), then it can easily be copied down (or across) to analyze many different pairs of companies, possibly extending to all possible combinations if desired.

I realize I have not given any specific solutions, because I am not sure exactly what you want your final solutions to look like. But, these suggestions should give you someplace to start in generating your charts and analysis.