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Essay Details:
Essay text:
Include a total of from ten to twenty factors, including both opportunities and threats affecting the firm and its industry. List the opportunities first and then the threats. Be as specific as possible, using percentages, ratios, and comparative numbers whenever possible.
2. Assign to each factor a weight that ranges from 0.0 (not important) to 1.0 (very important). The weight indicates the relative importance of that factor to being successful in the firm's industry. Opportunities often receive higher weights than
TABLE 3-11 An Example External Factor Evaluation Matrix for UST, Inc.
WEIGHTED
KEY EXTERNAL FACTORS WEIGHT RATING SCORE
Opportunities
1...
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