Internal Factor Evaluation Matrix (IFEM) example

An example IFEM using Lowe's as the focal firm. Note that this is an abbreviated version of an IFEM. A proper matrix would include around ten strengths and ten weaknesses.

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Weakness, point. 3: customers refuse to shop there for mask mandate.
Question: How to know whether that is an internal factor or external factor (government rules, or social trend, or something similar)..?

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