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The purpose of an Internal Factor Evaluation Matrix is for a company to analyze strengths and weaknesses that come from within the company in order to become more self aware on how to improve. The company | have been discussing is Target and one strength are its diverse options for products and categories. Unlike most grocery stores, Target goes beyond and sells into further home categories like clothes, furniture, fashion, and home furnishments. They are most on par in competing with companies like IKEA and Walmart. Because of this, many consumers will choose to shop here, as it can be considered a one stop shop, with consistent products for every need. A weakness of Target is its campaigning. They lack in advertising and marketing considerably compared to its competitors, that if they chose to capitalize can attract much more potential customers. To add on, the marketing lacks an area of coupons or deals, compared to brands like Publix, even though Target is at a considerably higher price point