Phan Nguyen Quynh Nhu 20DH121568

Do Phuong Linh 20DH121520

Tran Thu Thao 20DH1121386

INTERNAL FACTOR EVALUATION (IFE) MATRIX:

IFE (Internal Factor Evaluation) matrix is the strategic tool used to evaluate the
company's internal strength and weakness to identify the company's abilities against
the competitors to win the business game. The organization we selected is a leading
Footwear brand “EQL Apparel ". Matrix is as follows
KEY INTERNAL FACTORS WEIGHT RATING WEIGHTED
SCORE
Stregths
1. EQL Apparel is the dominant
competitor for active wear priced above
0.08 4 0.32
$29 per suits an holding better than a 45
percent market share
2. Strong brand recognition 0.02 3 0.06
3. Successful marketing campaigns 0.06 4 0.24
4. Successful experience being
0.08 4 0.32
competitive
5. The quality of the material is loved
by customers and the first choice of 0.09 4 0.36
exercisers
6. Growing internation presence 0.05 3 0.15

7. Sale assistants support customer 24-

0.04 3 0.12
hour,7-day services
8. Besides the main website, EQL is
opening e-commerce platforms such as
Shopee, Lazada, Tiktokshop, ... 0.07 4 0.28
attracting a 30% increase in the number
of buyers compared to 2021
9. Loyal employees 0.07 3 0.21

Weaknesses
1. EQL Apparel's 2020 net income
drops 12% to $1.28 million 0.07 2 0.14

2. Most of EQL Apparel's clothes are

produced domestically in Vietnam 0.08 1 0.08

3. Vietnamese local brand is young and 0.06 1 0.06

 new in the sportswear market
4. Because EQL Apparel competes
mainly in sportswear, its sales focus 0.08 1 0.08
mainly on youth and youth market.

5. Accounts payable increased by nearly

1 million USD in 2020 0.08 2 0.16

6. Because of the special fabric, EQL

Apparel sportswear does not retail sport 0.07 1 0.07
bras or leggings but usually sold in sets
Total 1.00 2.65

The total score for IFE matrix is greater than average score which indicate that the
company has major focuses on its strengths and is in ability to overcome the weakness
 The Internal-External (IE) Matrix

The IFE Total Weighted Scores

Average Weak
Strong
2,0 – 2,99 1,0 – 1,99
3,0 - 4,0
2,65 3,0 2,0 1,0
4,0

High

3,0 – 4,0 I II III

The EFE Total Weighted Score

3,0

Medium

2,0 – 2,99
IV V VI

2,3

2,0

Low
VII VIII IX
1,0 – 1,99

1,0

Description:

I, II, III: Grow and buil

III, V, VII: Hold and maintain

VI, VIII, IX: Harvest or divest