Exhibit 11 – Internal-External (IE) Matrix
Exhibit 12 – Quantitative Strategic Planning Matrix (QSPM)
Alternatives
1. The company 2. Business layer strategy layer strategy
Key factors weight AS TAS AS TAS
Strengths:
1.The world's largest 0.2 4 0.8 3 0.6 soft beverage giant,
2. A strong marketing ability, 0.1 3 0.3 2 0.2 3.The brand image deeply 0.1 3 0.3 3 0.3 rooted in people's mind,
4. The core of the product
formula in extreme 0.1 --- ---- --- -- mysterious secret, Weaknesses:
1. Large organization, 0.2 1 0.2 2 0.4 control is not easy.
2.Consumer stereotypes-not 0.1 2 0.2 3 0.3 health drink,
3.The major consumer groups
slightly inferior to Pepsi. 0.2 3 0.6 2 0.4 1 Opportunities：
1. General soft beverage
industry into the market 0.2 3 0.5 4 0.8 obstacle low,
2.Carbonated drinks more 0.1 2 0.2 3 0.3 accord with young people demand,
3.Drinks brand image of 0.2 2 0.4 3 0.6 influence sale situation a lot. Threats:
1. Many competitors. 0.1 1 0.1 2 0.2 2. Appearance of new products, 0.2 --- ---- --- --- 3. Bargaining power of consumers 0.2 --- ---- --- ---
total 1 3.6 4.1