A lot of UAE started moving towards healthy lifestyle. APEX is one of the largest multinational food companies in UAE. Most of its income comes from Milk Products and Nutrition (MPN) sales. APEX has to maintain or even improve the quality of their nutritious products, in order to be able to secure their market share in UAE. The result of IFE analysis and EFE were as the following:

Q. Answer the following:

a. How APEX is handling external factors overall, including the firms effectiveness at capitalizing on opportunities and minimizing threats. (300 word)

b. How effective the firms current strategies are based on the firms strengths and weaknesses. (300 word)

Table 2. External Fa ctor Evaluation (EFE) Matrix Table 2. External Fa ctor Evaluation (EFE) Matrix