INTERNAL FACTOR EVALUATION MATRIX
Alongside the success of URC, here are some of the factors that lead them into having
their strengths and weaknesses. Moreover, the value weight of each factor will be
discussed and indicated.
STRENGTHS
Strength 1: Brand Reputation
Weight: 15%
Since the 1950s, Universal Robina Corporation has been able to establish their very
own branded consumer foods and it lead them into being one of the top notch
corporations.
Their winning innovations placed them into having strong market
positions which made them to go beyond producing locally and start partnering with at
least 13 ASEAN countries. With that, URC is considered as the top 1 snack and
beverage company in the Philippines and also in other countries specifically in Vietnam
and Thailand. Hence, this factor is definitely a competitive advantage of the company
which makes it to have a weight of 15%. The rating of URC with this would be 4 since
they were able to sustain their work ethic and had further development all throughout
the years.
Strength 2: Efficient Marketing Campaigns
Weight: 15%
In every business, it is important to create a “word-of-mouth” through their target
customers because other people who are unaware of the products or services of their
certain company could be easily influenced. On behalf of URC, the products from their
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branded consumer foods are easily recognized by Filipinos since they make their
television ads creative. The jingle or lines that are used would usually linger to every
watcher and once it is at peak, almost everyone would talk about their newly improved
or released product. With that being said, this factor would also gain 15%. The rating of
URC with this would also be 4 since up to this date, their products are still the first
choice for most consumers which made them as the number one leading snack food
company.
Strength 3: Research and Development
Weight: 14%
Universal Robina Corporation is already existing during the 1950’s and its owner, Mr.
Gokongwei really spent a long time of trial and error. Eventually, he succeeded in his
plans throughout the decades and placed URC in the biggest of names up until today.
The best acquisitions and developments that he brought up was the diversion of
companies under 3 major groups which are: Branded Consumer Foods, Agro-Industrial,
and Commodities which lead them into greater opportunities. Hence, this factor would
have a weight of 14% and a rating of 4 because the Research and Development team
were able to maintain their excellence and competency over the years.
Strength 4: Sales
Weight: 12%
Amidst the challenges that are brought by the global pandemic, URC has been able to
raise up their net income up to 12% and earned PHP 8.1B in the nine months of year
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2020. So, it only means that they have planned an accurate budget and maintained
their sales. With that, this factor would gain 12% and a rating of 4 since they were able
to maintain their competency.
Strength 5: ISO Accreditation
Weight: 12%
URC ensures that their consumers are protected with their proper planning of supply
chain by adopting standards set down by the International Organization for
Standardization, or known as ISO. These international accreditations are usually
renewed every three years and with constant checks to ensure consistent practice.
Hence, URC’s local branches’ certifications last 2015 include: ISO 9001:2008 Quality
Management System, ISO 140001:2004 Environmental Management System, ISO
17205:2005, and PAO Accredited Laboratory, and Hazard Analysis Critical Control Points
(HACCP). Hence, this factor would have a weight of 12% and a rating of 3 since there are
no updates if they have renewed these ISO accreditations last 2018.
Strength 6: People & Planet Friendly Culture
Weight: 10%
Since URC tends to use Machineries and Equipment in producing their goods, they tried
to establish a new sustainability plan that will best benefit for their employees and for
the environment. Last 2018-2019, they have been trying to minimize their use of energy
ratio and also conserving water. With that, it promoted a sense of responsibility for the
leaders that are existing within the company and they would disseminate the plan
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among other communities. So, with this factor would gain 12% and the rating would be
3. Since we’re in a pandemic, URC does not have any updates if they have progressed
in this area last 2020.
WEAKNESSES
Weakness 1: Low budget in advertising
Weight: 12%
Besides having television ads, there are no other ways of promotion from URC unless
you dig deep on their website. Some of their social media platforms are also not
updated in present time which may confuse some people if the product/s are still
existing. In that case, this factor would have a weight of 12% and a rating of 2 because
even though there are television ads, not everyone is privileged enough to view it.
Weakness 2: Price drop in stocks
Weight: 10%
Even though Universal Robina Corporation is a premiere food and beverage player in
local and international countries, the global pandemic was a challenge and there were
non-operating foreign exchange losses on its balance sheet items. Hence, it also lead
them into losing net income during the 1 st quarter of 2020. In that case, this factor would
also have a weight of 10% and a rating of 2 because even though they had losses
during the 1st quarter, they were able to somehow step up during the remaining months
and survived the fact that they can close down.
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KEY INTERNAL
FACTORS
IMPORTANCE
WEIGHT
RATING
WEIGHTED SCORE
STRENGTHS
1. Brand Reputation
15%
4
0.60
2. Efficient Marketing
Campaigns
15%
4
0.60
3. Research and
Development
14%
4
0.56
4. Sales
12%
3
0.36
5. ISO Accreditation
12%
3
0.36
6. People & Environment
Friendly Culture
10%
3
0.30
WEAKNESSES
1. Low budget in
Advertising
12%
2
0.24
2. Price drop in stocks
10%
3
0.30
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TOTAL
1.00
3.32
To sum it all, URC had a weighted score of 3.32 in terms of determining their Strengths
and Weaknesses. The weight that is given in each factor signifies how it helped the
company to further improve their systems and services. The higher value of weight/s,
the more essential it is to the development of the company. For strengths, the
outstanding factors were Brand Reputation and Efficient Marketing Campaigns that
gained a weight of 15% because it served as an assurance that URC can truly make a
change as consumers purchase their product. On the other hand, the main weakness of
URC is Low budget in Advertising and gained 12% since they are not maximizing the
use of technology. Besides television ads, they should also create other publication
materials and spread it all over social media platforms or mainly update their website to
raise awareness for their consumers.
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