IFE Matrix on Apple Company

The Internal Strengths and Weaknesses Matrix (IFE) is calculated using the internal factors
affecting the performance of the company in the industry.

Following are the strengths and weaknesses of Apple company.

➔ Weight is provided on a scale of 0 to 1
➔ rating is provided on a scale of 1 to 4. A major weakness (rating = 1), a minor weakness
(rating = 2), a minor strength (rating = 3), or a major strength (rating = 4)
➔ The weighted score is calculated by multiplying the weight of the factor and its respective
rating.

Key Internal Factors Weight Rating Weighted Score

Strengths
First mover of innovative products 0.15 4 0.6
Superior operating system & High-security
standards 0.19 4 0.76
Supply/format of stores dependent on demand in
the region 0.11 3 0.33
Quarterly revenue growth (82.7%) higher than
industry average revenue growth (24.3%) 0.15 4 0.6
Weaknesses
Operating system limited to apple products 0.2 1 0.2
Mac has a limited share of the market 0.03 2 0.06
Lower sales volume via website 0.07 1 0.07
Weak relationship with Intel and Microsoft 0.1 1 0.1
Total 1 2.72

The final weighted score turns out to be 2.72, which is more than 2.5, therefore it is considered to
have a strong internal position.