Internal Factor Evaluation (IFE) Matrix

Key Internal Factors Weight Rating Weighted Score

Strengths

Strong brand name, image and

reputation.

0.12 4 0.48

Strong global presence. 0.12 3 0.36

Specialized training for managers

known as the Hamburger

University.

0.10 3 0.30

McDonalds Plan to Win focuses on

people, products, place, price and

promotion

0.12 4 0.48

Introduction of new products 0.06 4 0.24

Customer focus 0.06 4 0.24

Strong performance in the global

marketplace.

0.12 4 0.48

Weaknesses

Unhealthy food image 0.08 1 0.08

High Staff Turnover including Top

management

0.04 1 0.04

Sued multiple times for serving

unhealthy food

0.04 2 0.08

Weak in analyzing the needs of 0.04 2 0.08

customers

Ignoring breakfast from the menu. 0.06 1 0.06

McDonald's uses HCFC-22 to make

polystyrene that is contributing to

ozone depletion

0.04 1 0.04

Total 1.00 2.96