Internal Factor Evaluation (IFE) matrix of Nestlé Malaysia.

Key Internal Factors Weight Rating Weighted score

Strengths
1. Great reputation brand name 0.10 4 0.40
2. Globally recognized brand 0.05 3 0.15
3. Highly diverse company 0.04 3 0.12
4. Extensive product portfolio 0.03 4 0.12
5. Large distribution system 0.05 3 0.15
6. Socially responsible company 0.08 2 0.16
7. Efficient R&D system 0.07 3 0.21
8. Environmentally responsible 0.08 3 0.24
company
9. World’s most valuable brand 0.10 4 0.40
10. Well-established relationships 0.05 3 0.15
and popular brands

Weaknesses
1. Price fluctuations by retail giants 0.08 2 0.16
2. Cannot launch expensive brand 0.05 2 0.10
due to low-income groups
3. Competitors offer similar 0.06 3 0.18
products
4. Consistency in quality of products 0.10 4 0.40
5. Pressure from retailers to lower 0.06 3 0.18
prices
TOTAL 1.00 3.12

Competitive Profile Matrix for different food and beverages companies.

Nestlé Malaysia URC Malaysia Juhayna

Critical success Weights Rating Weighted Rating Weighted Rating Weighted
factors score score score
0.0- 1.0 1- 4 1- 4 1- 4
Advertising 0.15 4 0.60 2 0.30 1 0.15
Brand reputation 0.10 4 0.40 3 0.30 3 0.30
Customer loyalty 0.08 3 0.24 4 0.32 3 0.24
Customer 0.10 4 0.40 3 0.30 4 0.40
satisfaction
Financial position 0.10 4 0.40 3 0.30 3 0.30
Global expansion 0.10 3 0.30 1 0.10 2 0.20
Market share 0.10 2 0.20 3 0.30 2 0.20
Price 0.09 2 0.18 2 0.18 4 0.36
competitiveness
Product quality 0.10 3 0.30 3 0.30 3 0.30
Relationship with 0.08 3 0.24 4 0.32 3 0.24
suppliers
TOTAL 1.00 3.26 2.72 2.69