Internal Analysis External Analysis: The Space Matrix

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THE SPACE MATRIX

INTERNAL ANALYSIS EXTERNAL ANALYSIS

Environmental Stability (ES) or


Financial Position (FP)
Stability Position (SP)
 Return on Investment (ROI)  Technological Changes
 Leverage  Rate of Inflation
 Liquidity  Demand Variability
 Working Capital  Price Range of Competing Products
 Cash Flow  Barriers to Entry into Market
Inventory Turnover  Competitive Pressure
 Earnings Per Share  Ease of Exit from Market
 Price Earnings Ratio  Price Elasticity of Demand
 Return on Asset (ROA)  Risk Involved in Business
 Taxation

Competitive Position (CP) Industry Position (IP)


 Market Share  Profit potential
 Product Quality  Growth Potential
 Product Life Cycle  Financial Stability
 Customer Loyalty  Extent Leveraged
 Capacity Utilization  Resource Utilization
 Technological Know-how  Ease of Entry into Market
 Control over suppliers and  Productivity, Capacity utilization
distributors
 Brand and Image  Access to Financing
 Consolidation – Joint Venture,
Alliances, etc.

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