INTERNAL FACTOR EVALUATION MATRIX (IFE Matrix TAPAL)

STRENGHTS WEIGHT RATIN WEIGHTED

G
AVERAGE
1. Strong brand equity 0.05 4 0.20

2. 50 % market share in branded category 0.05 4 0.20

Leading in tea bag and mixture category

3. Strong leadership of CEO 0.10 4 0.40

4. High margins compared to competitors 0.05 4 0.20

5. ISO 9001 and ISO 22000 certified 0.05 4 0.20

6. Strong research and development 0.05 3 0.15

7. Continuously introducing new flavors, recent 0.05 3 0.15

Danedar and Green tea with elaichi

8. Strong supply chain management 0.05 3 0.15

9. Strong direct marketing 0.05 4 0.20

10. Strong celebrity endorsement 0.05 4 0.20

11. Soft and metal free packing 0.05 4 0.20

WEAKNESSES
1. Seth Culture 0.10 2 0.20

2. High turnover of employees 0.10 2 0.20

3. Rising input cost resulting in increase of tea 0.05 1 0.05

price

4. Ice Tea is not doing well ( Chill Karo 0.05 1 0.05

campaign)

5. Weak CSR 0.05 2 0.10

6. Weak presence in social media 0.05 2 0.10

TOTAL 1 2.95