INTERNAL/ EXTERNAL MATRIX

TOTAL INTERNAL FACTOR EVALUATION (IFE)

TOTAL EXTERNAL FACTOR EVALUATION (EFE)

STRONG MODERATE WEAK

4 3.38 3 2

HIGH
3.43

3 GROW AND BUILD

• BACKWARD
• FORWARD,HORIZONTAL,
MEDIUM INTEGRATED
• MARKET DEVELOPMENT
• PRODUCT DEVELOPMENT
2

LOW
 RAPID MARKET GROWTH AGGRESSIVE
1. MARKET DEVELOPMENT
38% 2. MARKET PENETRATION
3. FORWARD, BACKWARD,
HORIZONTAL INTEGRATION
32% 4. CONCENTRIC DIVERSIFICATION

WEAK 19%
COMPETITIVE
POSITION 1 2 2.88 3 4 STRONG
2.5 COMPETITIVE
POSITION

0%

SLOW MARKET GROWTH

 AGGRESSIVE
1. BACKWARD, FORWARD AND
HORIZONTAL INTEGRATION
2. MARKET PENETRATION
3. MARKET DEVELOPMENT
4. PRODUCT DEVELOPMENT
5. DIVERISFICATION