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Internal-External Matrix
The IE Matrix is based into two key dimensions: the IFE total weighted scores on the x-axis and the EFE total weighted scores in the y-axis.
On the x-axis of the IE Matrix, an IFE total weighted score of 1.0 to 1.99 represents a weak internal position. A score of 2.0 to 2.99 is considered average. A score of 3.0 to 4.0 is strong.
On the y-axis, an EFE total weighted score of 1.0 to 1.99 is considered low. A score of 2.0 to 2.99 is medium. A score of 3.0 to 4.0 is high.
The IE Matrix can be divided into three major regions that have different strategy implications.
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Grow and build – Cells I, II, or IV.
Intensive or integrative strategies can be the most appropriated for these divisions.
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Hold and maintain – Cells III, V, or VII.
Market penetration and product development are two commonly employed strategies for these type of divisions.
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Harvest or divest – Cells VI, VIII, or IX.
This IE matrix tells us that our company should hold and maintain its position. The company should pursue strategies focused on increasing market penetration and product development.
2,67
2,52
