Sample Essay

The Internal Factor Evaluation Matrix based on the internal strengths and weaknesses of the Estee Lauder Companies is depicted below.

 

IFE Matrix

Internal Strengths

Weight

Rating

Weighted Score

Brand loyalty

15%

4

0.6

Brand value and representation

7%

4

0.28

Wide international presence

7%

3

0.21

Strong brand and product portfolio

10%

3

0.3

Strong R&D function

10%

4

0.4

Good liquidity position

5%

3

0.15

Efficient use of resources

10%

4

0.4

CSR Initiatives (Corporate Social Responsibility)

5%

3

0.15

       

Internal Weaknesses

 

 

0

Decreasing income from hair care business

5%

2

0.1

Decreasing income fromAmericassegment

10%

1

0.1

Company reliance on few customers (loyal customers)

6%

2

0.12

Slow declining market share

10%

1

0.1

 

100%

2.91

The weighted score of 2.91 on theIFEmatrix depicts Estee Lauder has relatively above average internal position.

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Essay: Internal Factor Evaluation Matrix; Estee Lauder
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