McDonald’s Internal Factor Evaluation (IFE) Matrix:
Key Internal Factors | Weight | Rating | Weighted Score |
Strengths |
Providing training and education for employees | 0.10 | 4 | 0.40 |
Strong focus on the employees’ benefits and rewards | 0.10 | 4 | 0.40 |
Providing a variety of promotions for customers | 0.05 | 3 | 0.15 |
Well-built brand image that reaps loyalty from customers | 0.12 | 4 | 0.48 |
Extensive market share | 0.04 | 4 | 0.16 |
Various franchise locations | 0.04 | 4 | 0.16 |
Expanding range of menu choices | 0.05 | 4 | 0.20 |
Affordable cost of food | 0.07 | 3 | 0.21 |
Weaknesses |
Unhealthy food image | 0.08 | 2 | 0.16 |
Competitive wages provided to employees | 0.06 | 2 | 0.12 |
Lack in Customer Relationship Management (CRM) | 0.12 | 3 | 0.36 |
Elevated staff turnover | 0.05 | 2 | 0.10 |
Poor quality of ingredients in food causing health problems | 0.06 | 2 | 0.12 |
Contributes to the obesity epidemic | 0.06 | 1 | 0.06 |
Total | 1.00 | | 3.08 |

What strategies do you think would allow McDonalds to capitalize on its strengths? 1. Enhance and Employ Current and New Employee Training Programs. * Currently, McDonalds has many programs in place to train employees such as the Business Leadership Practices Training and the Restaurant Leadership Practices Training. * McDonalds needs to continue to promote and employ these training programs. * When employees take advantage of these programs, they will get a better understanding of the business and how it should be operated. * They will also acquire skills that can be utilized in other workplace settings as well, that’s if they choose to work elsewhere. * McDonalds will then gain committed and prepared employees who will have the training necessary to promote and increase productivity and service. * In addition to promote existing programs, McDonalds can also create new training programs. * Since the work-setting and work force...