NIKE INTERNAL FACTOR EVALUATION 2014

(IFE MATRIX)
STRENGTHS WEIGHTAGE RATING WEIGHTED
AVERAGE
1. Globally recognized and number 1
sportswear brand
0.10 4 0.4
2. no factories 0.05 4 0.2
3. strong research and development 0.10 4 0.4
4. strong sense of marketing 0.10 4 0.4
5. versatile product range 0.05 4 0.2
6. Five distinct brands, each with a powerful
connection to its customers.
0.05 4 0.2
7. Operating in 170 countries 0.10 4 0.4
8. Mass Customization 0.05 4 0.2
WEAKNESSES

1. Heavy dependence on footwear market 0.10 1 0.1
2. criticized for making products in third world
countries
0.10 1 0.1
3. Inventory pile up in China and Western
Europe
0.05 2 0.1
4. products seemed to be blurring into other
product ranges
0.05 2 0.1
5. the expensive brand 0.10 1 0.1
Total 1 2.9


ANALYSIS:
The weighted average score of 2.9 reflects that Nike incorporation has strong internal position
but there is a room for further improvements.