The main aim of this study is to identify the internal and external conditions a company faces as the basis for the selection of the appropriate strategies in accordance with the financial conditions of the company.
The internal and the external conditions of the company have been obtained from primary and secondary data. Both provide information about the total condition of the company internally and externally. Three well known financial matrices have been used in this study namely the Internal Factor Evaluator (IFE), the External Factor Evaluator (EFE) and the Internal – External Matrix (IE).
The IFE matrix analysis for the company used, as a case study in this article, has a total value of 2.446 while the EFE matrix has a value of 3.5275. The position of the firm in the IE matrix was in the second quadrant where the company grows and builds. This strategy is considered as the most appropriate for the company to face competition.