1. Business Strategy and Policy
Lecture-14

2. Recap
Forecasting Methods
Quantitative Methods
Qualitative Methods

3. Today’s Lecture Industry Analysis
External Factor Evaluation (EFE) Matrix

4. External Factor Evaluation (EFE) Matrix
External Factor Evaluation (EFE) matrix method is a strategic-management tool often used for assessment of current business conditions.
The EFE matrix is a good tool to visualize and prioritize the opportunities and threats that a business is facing.

5. Industry Analysis (EFE)
External Factor Evaluation Matrix
Summarize & evaluate:
Competitive
Political
Cultural
Technological
Environmental
Social
Governmental
Demographic
Economic

6. External Factor Evaluation Matrix
The EFE matrix is very similar to the IFE (Internal Factor Evaluation) matrix. The major difference between the EFE matrix and the IFE matrix is the type of factors that are included in the model. While the IFE matrix deals with internal factors, the EFE matrix is concerned solely with external factors.

7. Industry Analysis (EFE)
Five-Step process:
List key external factors (10-20)
Opportunities & threats
Assign weight to each (0 to 1.0)
Sum of all weights = 1.0

8. Industry Analysis (EFE)
Five-step process:
Assign 1-4 rating to each factor
Firm’s current strategies response to the factor
Multiply each factor’s weight by its rating
Produces a weighted score

9. Industry Analysis (EFE)
Five-step process:
Sum the weighted scores for each
Determines the total weighted score for the organization.
Highest possible weighted score for the organization is 4.0; the lowest, Average = 2.5

10. Opportunities Threats .20 1 Administration 2 .10 Bad media exposure
.05
Smokeless market
.15 3
Production limits on tobacco
Legislation against the tobacco industry
Threats
.30
More social pressure to quit smoking
2.10
1.00
TOTAL
.60 4
Leader in discount market
Astronomical Internet growth
Increased demand
Global markets untapped
Weighted
score
Rating
Weight
Unilever—Key External Factors
Opportunities

11. Industry Analysis (EFE)
Total weighted score of 4.0 =
Organization response is outstanding to threats & weaknesses
Total weighted score of 1.0 =
Firm’s strategies not capitalizing on opportunities or avoiding threats

12. Industry Analysis (EFE)
Unilever (in the previous example), has a total weighted score of 2.10 indicating that the firm is below average in its effort to pursue strategies that capitalize on external opportunities and avoid threats.

13. Industry Analysis (EFE)
Important
Understanding of the factors used in the EFE Matrix is more important than the actual weights and ratings assigned.

14. Industry Analysis (EFE)
Social, cultural, demographic, and environmental variables:
Economic variables
Political, government, business trends, and legal variables

15. Social, cultural, demographic, and environmental factors
- Aging population - Percentage or one race to other races - Per-capita income - Number and type of special interest groups - Widening gap between rich & poor - Number of marriages and/or divorces - Ethnic or racial minorities - Education - Trends in housing, shopping, careers, business - Number of births and/or deaths - Immigration & emigration rates

16. Economic factors...
- Growth of the economy - Level of savings, investments, and capital spending - Inflation - Foreign exchange rates - Stock market trends - Level of disposable income - Import and export factors and barriers - Product life cycle - Government spending - Industry properties - Economies of scale - Barriers to market entry - Product differentiation - Level of competitiveness

17. Political, government, business trends & legal factors...
- Globalization trends - Government regulations and policies - Worldwide trend toward similar consumption patterns - Internet and communication technologies (e-commerce) - Protection of rights (patents, trade marks, antitrust legislation) - Level of government subsidies - International trade regulations - Taxation - Terrorism - Elections and political situation home and abroad

18. Summary
Industry Analysis
External Factor Evaluation (EFE) Matrix

19. Next Lecture Competitive Profile Matrix
Identifies firm’s major competitors and their strengths & weaknesses in relation to a sample firm’s strategic position