Key Internal Factors

Weight

Rating

Weight
ed
score

Variety Choice of Foods and Beverages

Reasonable Price
Halal
Free Wi-Fi
Strategic Location
Promotion Through Social Media (Facebook)
Regular Customer
High Food Quality Control
Good Ambience
Good Sanitation
Weakness
High Employee Turnover
Lack of Advertisement
Limited Dining Tables and Chairs
Inefficient Operating Hours
Inefficient Services provider
Lack of Employee Training Program
Limited Space
Inconsistent Supplies of The Menu That Not
Available
Lack of Separate Menu for People of Different
Ages
No clear strategic direction
Total

0.08
0.06
0.06
0.04
0.05
0.03
0.05
0.05
0.04
0.05

4
4
4
3
4
3
3
4
3
3

0.32
0.24
0.24
0.12
0.20
0.09
0.15
0.20
0.12
0.15

0.08
0.06
0.05
0.04
0.06
0.05
0.04
0.04

2
2
2
1
2
2
1
1

0.16
0.12
0.10
0.04
0.12
0.10
0.04
0.04

0.03

0.03

0.04
1.00

0.04
2.62

Strength

According to the internal factors analysis summary above, it shows that the Easy
Life restaurant total weighted score (TWS) is 2.62. Since the total weighted score is
higher than 2.5, this means that the restaurant is in good internal position.
There are some main strength of the restaurant in which the first one is variety
choice of food and beverage with the weighted score is 0.32 and the others are
reasonable price of meals and halal food provided in the restaurant shows that both
are 0.24 weighted score. However, there are some weakness in the restaurant such
as high employee turnover which indicates 0.16 weighted score. Next, both lack of
advertisement and inefficient services provider can be identified in the restaurant
with the weighted score calculated is 0.12. Even through, there are many
weaknesses in the restaurant but the strength of this restaurant is be able to
overcome these weaknesses.

Key External Factors

Weight

Rating

Weight
ed
Score

0.07
0.06
0.04
0.03

4
4
3
3

0.28
0.24
0.12
0.09

0.05

0.20

0.06
0.07
0.05

4
4
3

0.24
0.28
0.15

0.05
0.04

4
3

0.20
0.12

0.08
0.04
0.07
0.07
0.04

2
1
2
2
1

0.16
0.04
0.14
0.14
0.04

0.05
0.03
0.02
0.05
0.03
1.00

2
1
1
2
1

0.10
0.03
0.02
0.10
0.03
2.72

Opportunities
Good Reputation
Easy to Acquire Fresh Raw Materials
Lots of New Market Potential
Increasing in Providing Different Types of Food
And Beverage
Take Advantage of The Number of Consumers
That Are Vegan or Vegetarians
Growing Trend Away From Obesity
Growing Trend Toward Healthier Diets
Increasing Spending on Food in Emerging
Markets
High Income Streams in that Location
Could Expand to New Geographical Area
Threats
Competition of Same Industry
Unsafe Environment in That Location
Depreciation of Economy
Environment Pollution
People Looking to have Non-vegetarian Food
Going To Place That Provided Both Vegan and
Non-Veg Food
Increase in Price of Raw Materials
Taste Preference of Consumer Differences
Want Varying Food on a Day to Day Basis
Taxation is Introduced on the Food or Service
Constantly Changing Trends
Total

According to the external factor analysis summary above, it shows that the total
weighted score (TWS) is 2.72. Since the TWS is above 2.5, this shows that Easy Life
restaurant are responding well to the factors in its external environment.
The opportunities of the Easy Life restaurant in the aspect of good reputation and
growing trend toward healthier diets show the higher weighted score which has the
same weighted score of 0.28. However, the weighted score for threats among the
rivalry competition in same industry shows 0.16 tend to be the highest among all
the entire threats. This situation could be explained that Easy Life restaurant
responding well to the growing trend toward healthier diets and good reputation
because many customers willing to come to Easy Life restaurant even though the
competition in that area is quite high.