East African Scholars Journal of Economics, Business and Management

Abbreviated Key Title: East African Scholars J Econ Bus Manag

ISSN 2617-4464 (Print) | ISSN 2617-7269 (Online) |
Published By East African Scholars Publisher, Kenya
Volume-2 | Issue-4 | April-2019 |

Research Article

Analysis of Internal Factor Evaluation Matrix, External Factor Evaluation

Matrix, Threats-Opportunities-Weaknesses-Strengths Matrix, and
Quantitative Strategic Planning Matrix on Milk Products and Nutrition
Segment of Nestlé India
1 1 1
Felicia Juliani Leliga , Janet Devina Koapaha. , Anastasia Cherry Sulu.
1
Universitas Pelita Harapan Surabaya, Indonesia.

*Corresponding Author
Felicia Juliani Leliga

Abstract: A lot of Indians started moving towards healthy lifestyle. Nestle is one of the largest multinational food
companies in India. Most of its income comes from Milk Products and Nutrition (MPN) sales. Nestle has to maintain or
even improve the quality of their nutritious products, in order to be able to secure their market share in India. The
purpose of this study is to determine the strategic alternatives for this segment. Secondary data such as annual reports,
news articles, and analysis on trusted websites were used to conduct this study. the data was processed by using IFE,
EFE, TOWS, and QSPM matrices. This study aims to identify external and internal indicators affecting MPN sales
performance, to present the strategies that could be implemented based on those indicators, and to determine the priority
strategy to execute the plan. The result shows that Nestle India should prioritize to apply product development strategy
first, then related diversification strategy.
Keywords: milk products and nutrition, strategic planning, strategic management, IFE, EFE, TOWS, QSPM.

1. INTRODUCTION
More than fifty percent of the global Nestle is one of multinational food companies
population lives in Asia, with China and India being the that operate in India. It was established in 1866 and has
most populated countries in the world, each having 1.4 commitment to improving quality of life and
billion and 1.3 billion respectively (www.un.org/en). contributing to a healthier future. The headquarter is
Nowadays, a lot of people especially millennials started located in Switzerland, and is one of the largest food
to shift away from meat, and opt for healthier or more and beverage companies in the world
nutritious food. When purchasing foods, they take the (www.forbes.com, 2018). Nestle has sixteen principal
food source, animal welfare, and environmental impacts markets which are United States, Greater China Region,
into consideration before reaching any decisions France, Brazil, United Kingdom, Mexico, Germany,
(www.forbes.com, 2018). This trend also happens in Philippines, Canada, Italy, Japan, Russia, Spain,
India, where millennials make up sixty five percent of Australia, India, and Switzerland (www.nestle.com,
the population (www.posist.com). Not only millennials, 2018). In India, Nestle has Milk Products and Nutrition
people in general who live in urban India like Kolkata, (MPN), Prepared Dishes and Cooking Aids (PDCA),
Pune, and Delhi reportedly starting to move towards Powdered and Liquid Beverages (PLB), and
healthy lifestyle which is shown through their use of Confectionery as its product groups (www.nestle.in,
fitness application HealthifyMe 2018). The PDCA products are sold the most in 2018,
(www.hindustantimes.com). The Food Safety and but the highest income comes from the MPN products
Standards Authority of India (FSSAI) also sale (see figure 1). As explained above, customers’
launched ‘Eat Right Movement’ which is supported by demand towards nutritious foods is increasing each day.
food companies around the country Therefore, Nestle has to maintain the quality of their
(www.economictimes.indiatimes.com). MPN products, considering the threat that comes from

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Published By East African Scholars Publisher, Kenya 186

Felicia Juliani Leliga et al., East African Scholars J Econ Bus Manag; Vol-2, Iss-4 (April, 2019): 186-191
local competitor, Anand Milk Union Limited (Amul), in India (https://qz.com).
which is the biggest dairy cooperative and retail chain

Figure 1. Details of Product Sales (Nestlé India annual report, 2018)

Strategic planning is a critical mean to help used to measure the importance of a given indicator to
companies to reach their goals. It is a part and a key to the company’s industry. And then, ratings from 1-4
successful strategic management (Gurel, E., & Tat, M. should be assigned to represent the value of response,
2017). Studer implies that strategic management is a set where 1 is major weakness (IFE) or poor response
of managerial decisions and actions that determine the (EFE), 2 is minor weakness (IFE) or average response
company’s performance over the long term (Widiatama, (EFE), 3 is minor strength (IFE) or above average
et al., 2018; Studer, S. 2016). Formulating a good set of response (EFE), and 4 is major strength (IFE) or
strategies will improve the performance sale, vice versa. superior response (EFE). Afterward, multiply each
Hence, SWOT analysis was conducted to find solutions indicator’s weight by its rating to determine weighted
to maintain the MPN products sales performance. scores for variables. The weighted scores must be
SWOT Analysis is a tool used for building summed to get the total weighted scores.
organizational strategy and competitive strategy (Gurel,
E., & Tat, M. 2017). It consists of “Strengths”, 2.2Threats-Opportunities-Weaknesses-Strengths
“Weaknesses”, “Opportunities”, and “Threats”. (TOWS) Matrix
Strengths and weaknesses are the internal factors that TOWS matrix is a part of the matching stage of
can be found from within the company, and strategy-formulation. Weihrich states that a lot of
opportunities and threats are the external factors that experts suggest a company to use its strengths to take
affect the company’s performance. After analyzing the advantage of opportunities, but then they ignore other
SWOT, Internal Factor Evaluation (IFE) matrix, important relationships, such as the challenges of
External Factor Evaluation (EFE) matrix, Threats- overcoming weaknesses to exploit opportunities (Puri,
Opportunities-Weaknesses-Strengths (TOWS) matrix, P. 2017). This matrix was first introduced by him in
and Quantitative Strategic Planning Matrix (QSPM) 1982 by pairing the external factors (threats and
were conducted to find strategic alternatives for Nestle opportunities) with the company’s internal factors
India’s MPN segment. The purposes of this study are to (weaknesses and strengths) (Weihrich, H. 1982). It
identify external and internal indicators affecting MPN consists of four types of strategies which are (David, F.
sales performance, to present the strategies that could R. 2011):
be implemented based on those indicators, and to
determine the priority strategy to execute the plan.  S-O strategies, that use a company’s internal
strengths to take advantage of external
2. Literature Review opportunities,
1.1 Internal Factor Evaluation (IFE) and External  W-O strategies, that aim to improve internal
Factor Evaluation (EFE) Matrix weaknesses by taking advantage of external
IFE and EFE are part of the input stage of opportunities,
strategy-formulation. Making small decisions in the  S-T strategies, that use a company’s strengths
input matrices regarding the relative importance of to avoid or reduce the impact of external
external and internal factors allows strategists to more threats, and
effectively generate and evaluate alternative strategies  W-T strategies, which are defensive tactics
(David, F. R. 2011). According to David (2011), after directed at reducing internal weakness and
listing all the identified internal and external factors avoiding external threats.
derived from the SWOT analysis, a weight that ranges
from 0.0 (not important) to 1.0 (all-important) is
assigned to each indicator. The percentage form can
also be used instead of the decimal form. The weight is
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Felicia Juliani Leliga et al., East African Scholars J Econ Bus Manag; Vol-2, Iss-4 (April, 2019): 186-191
2.3 Quantitative Strategic Planning Matrix (QSPM) 3. RESEARCH METHOD
QSPM falls within the final stage of strategy- 3.1 Research Approach
formulation, which is the decision stage. Indicators The type of data that is used in this study is
are derived from the previous internal and external secondary data, which are annual report, news
factors. This is used to determine or rank the best articles, and writings or analysis found on trusted
alternative strategies for the business. According to websites. Descriptive method was used to present
Abratt and also Dibb (in David, et al.,), QSPM the problems with the aim to find proper strategies
determines the relative attractiveness of various for the company.
strategies based on the extent to which the
alternative strategies will enable the firm to 3.2 Data Analysis Techniques
capitalize upon strengths and opportunities, This study uses three matrices for data processing,
improve upon weaknesses, and avoid or mitigate which are IFE and EFE matrices (the input stage),
external threats (Abratt, R. 1993; Dibb, S. 1995; TOWS matrix (the matching stage), and QSPM
David, M. E. 2016). It requires subjective (the decision stage). Final decision was made by
decisions, where making decisions throughout the using QSPM.
process increasing the likelihood that the final 4. RESEARCH FINDINGS
strategy decision for the organization (Zulkarnain, The result of IFE analysis was obtained through a
A. 2019). New additional components for QSPM number of indicators of strengths and weaknesses.
are Attractiveness Scores (AS), Total The ratings in this matrix refer to the strong or
Attractiveness Scores (TAS), and the Sum of TAS. weak level of each factor. The ratings range from 4
to 1, where 4 means a major strength, 3 – minor
strength, 2 – minor weakness and 1 – major
weakness. Strengths can only receive ratings 3 & 4,
while weaknesses – 2 & 1.
Table1. Internal Factor Evaluation (IFE) Matrix
Key Factors Weight Ratings Weighted
Scores
Strengths
Product Innovation 12% 4 0.48
Business Expansion 12% 4 0.48
Strong Brand Image and Brand Value 10% 4 0.4
Premium and Natural Raw Material 10% 4 0.4
Recycle-able packaging and Waste Free-Product 8% 3 0.24
Nutrition improvement 12% 4 0.48
Excellent Financial Performance 6% 3 0.18
Weaknesses
Mislabeled Ads and Nutrition Information on baby formula 10% 1 0.1
The management is slow to provide solutions for customer complaints 10% 1 0.1
The Stakeholders and Shareholders started to doubt about the integrity and consistency of 10% 1 0.1
information of existing products
Total 100% 2,96
The result of EFE analysis was obtained through a number of indicators of opportunities and threats. The ratings range from 4 to 1, where 4 means a
superior response, 3 – above average response, 2 – average response and 1 – poor response.

Table 2. External Factor Evaluation (EFE) Matrix

Key Factors Weight Ratings Weighted Scores
Opportunities
Fast-changing trend among the customers in India 10% 4 0.4
Customers started to think of the importance of healthy food that have proper nutrition in it 10% 4 0.4
Modern technology 8% 4 0.32
The existence of eco-friendly movement in India, which is about keeping the environment 7% 4 0.28
safe and healthy.
The vegan community crave for vegan products and caterings in India 7% 4 0.28
Millennials are adopting fast, practical, and instant lifestyle 10% 4 0.4
Threats

Fierce competition with other competitors that have similar products like Nestle India 10% 4 0.4
Water Scarcity. 10% 4 0.4
Nutrition inspections on products sold by food companies are required in accordance to 10% 4 0.4
government rules and regulation
Most people with lactose intolerance can’t comfortably consume some dairy food, but still 8% 3 0.24
need calcium in their nutrition.
People started realizing that breastfeeding is the best nutrition source for babies. 10% 3 0.3
Total 100% 3,82

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Felicia Juliani Leliga et al., East African Scholars J Econ Bus Manag; Vol-2, Iss-4 (April, 2019): 186-191
Table3. TOWS Matrix

QSPM (Quantitative Strategic Planning Matrix) is the final method, where the data is derived from IFE, EFE, and TOWS
(Threats-Opportunities-Weaknesses-Strengths) Matrix.

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Table4. QSPM Matrix
Key Factors Weight STRATEGIC ALTERNATIVES
1 2
Product Related
Development Diversification
AS TAS
AS TAS
Opportunities

Fast-changing trend among the customers in India 10% 4 0.4 4 0.4

Customers started to think of the importance of healthy food that have proper 10% 4 0.4 4 0.4
nutrition in it
Modern technology 8% 4 0.32 4 0.32
The existence of eco-friendly movement in India, which is about keeping the 7% 3 0.21 2 0.14
environment safe and healthy.
The vegan community craves for vegan products and caterings in India 7% 3 0.21 4 0.28
Millennials are adopting fast, practical, and instant lifestyle 10% 3 0.3 4 0.4
Threats
Fierce competition with other competitors that have similar products like 10% 4 0.4 4 0.4
Nestle India
Water scarcity 10% 3 0.3 2 0.2
Nutrition inspections on products sold by food companies are required in 10% 4 0.4 2 0.2
accordance to government rules and regulation
Most people with lactose intolerance can’t comfortably consume some dairy 8% 3 0.32 2 0.16
food, but still need calcium in their nutrition
People started realizing that breastfeeding is the best nutrition source for 10% 3 0.3 2 0.2
babies
Strengths
Product innovation 12% 4 0.48 4 0.48
Business expansion 12% 4 0.48 4 0.48
Strong brand image and brand value 10% 4 0.4 4 0.4
Premium and natural raw material 10% 4 0.4 4 0.4
Recycle-able packaging and waste-free product 8% 3 0.32 1 0.08
Nutrition improvement 12% 4 0.48 4 0.48
Excellent financial performance 6% 3 0.18 4 0.24
Weaknesses
Mislabeled ads and nutrition information on baby formula 10% 4 0.4 1 0.1
The management is slow to provide solutions for customer complaints 10% 3 0.3 3 0.3
The stakeholders and shareholders started asking about the integrity and 10% 2 0.2 2 0.2
consistency of existing products
Total 7.2 6.26
Priority 1 2

5. DISCUSSION AND CONCLUSION as follow: (1). the company can combine nutrition
The alternative strategies were generated from products with confectionery products by creating a
IFE, EFE, TOWS, and QSPM Matrix. All of these snack bar that contains nutrients. For example, Kit Kat
matrices helped to determine the right solution for every with one of its nutrition products, which is Resource
case. These alternatives are matched with vision, (for individuals that has diabetes). The sugar level in
mission, goals, and objectives of the Nestle India, Kit Kat also needs to be decreased. Indians in general
especially on Milk Products and Nutrition segment. and millennials can get their nutrition through snacks.
Structured strategic priorities are: (1) Product This can dismiss the unhealthy image of Nestle’s
Development, (2) Related Diversification. The confectionery. (2) To execute this, the company can
company is suggested to implement the product provide training and development programs for the
development strategy first, then related diversification employees. This activity allows the employees to
strategy. These strategies below are suggested for this contribute their ideas about the innovation and also to
business line: enrich their skills to do the product development. (3)
Nestle is known as one of the market leaders in Milk
1. Product development Products and Nutrition in India. By having this
To keep up with instant and fast-changing of advantage, they don’t have to hesitate to develop and
customer lifestyle, and also the threats that come from release new products to the market because they already
competitors, Nestle India can implement product have customers’ trust and loyalty. For example, they
innovation and brand expansion strategies to increase can create a yoghurt product with Indian traditional
sales performance. Suggestion for this strategy will be recipe.

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 Felicia Juliani Leliga et al., East African Scholars J Econ Bus Manag; Vol-2, Iss-4 (April, 2019): 186-191
2. Related Diversification 6. https://www.forbes.com/sites/maggiemcgrath/2018
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