Efe Skin Care Industry

External Factor Evaluation (EFE) Matrix

The EFE is a strategic-management tool often used for assessment of current business conditions. It takes all of the factors in the External audit and first weights them in accordance with each other as a whole. Secondly rates the by importance to the company and strategies and lastly multiplies the two scores to give the company a score in which to compare with competitors. Opportunities for expansion of Skin Potential are identified as follow.

1. Trends of concerning beauty and personal grooming drive sales

In a society seemingly obsessed with beautiful people and celebrities, over two thirds of consumers in the world agree the pressure to look good is much greater that it was in our parents’ day. Media penetration and rising consciousness to global fashion and trends have sculpted the course of consumer spending. Many also view a well-groomed appearance as essential for achieving success in their careers. Moreover, men are more interested in personal grooming thanthey used to be, which adds credit for the higher awareness of the importance of maintaining a well-groomed appearance. This huge increase of both local and global consumers awareness of the importance of good grooming will make a great opportunity for Skin Potential to expand its market, which in turn earned the highest score of 0.32.

2. Located at one of most happening shopping mall- Mid valley megamall and surrounded by offices and hotels

Visiting a modern shopping center is becoming vital in our society nowadays. There arenot only place for buying goods but also a recreation place. Mid Valley is one of the most happening shopping mall in Malaysia with high attraction power of local shoppers and tourists alike. The strategic location of Mid Valley is not only categorized by surrounding offices and hotels, but also the conveniences in travelling offered by public transports like buses and KTM just in walking distance right next to the mall and huge...