Perform an Internal Factor Evaluation on Pfizer Inc. The critical thing to remember about this analysis is that you should develop a thorough understanding of the factors chosen. Your analysis should include a chart similar to the one shown in Written Assignment #3 with the notable exception that categories should be "Strengths" and "Weaknesses" instead of opportunities and threats. Weights and ratings are to be assigned in a similar fashion.

It is important to understand here that you are looking for those elements that truly separate your firm from its rivals... What does your firm do better than other firms in its industry? THESE are your firm's strengths. For example, if you include "Advertising and promotion" as a marketing strength, your firm needs to be truly exceptional in this regard. Perhaps they have won awards or are acknowledged by industry observers as being superior in this way. That they simply happen to do advertising is not interesting as ALL firms likely do the same thing to some extent. Review the material on core competencies in e-text Ch. 3 and apply that analysis to your firm's internal factors; are the strengths in question rare, costly to imitate, non-substitutable, and/or valuable? Use Table 3.5 as a useful guide for this assignment. Internal Factor Evaluation (IFE): Complete the IFE Matrix, which is identical to the EFE Matrix of Written Assignment #3, except the factors will be Strengths and Weaknesses. The weighting and calculation will be the same. Please use the attached pre-formatted IFE Template.

• Choose 8-10 internal factors for analysis (or as many as you can discover).
• For each factor, a paragraph or two as necessary discussing the nature of the factor, how it will impact the firm, and its importance to the future strategy of the firm (i.e., explain why you assigned the weight and rating score that you did).