1. Consider the following two-dimensional matrix with weights on the y-axis and ratings on the x-axis as given in Figure 4-4. What are example strengths and weaknesses that could possibly characterize P&G in the four corners of the matrix? Develop a hypothetical strength and weak- ness for P&G that could be positioned in each of the four corners of the matrix. Give a support- ing rationale for each factor. Which corner of the matrix do you think characterizes factors most commonly in an IFE Matrix? Why? Which corner of the matrix do you think characterizes fac- tors least commonly in an IFE Matrix? Why? What could you say about the middle of the matrix in terms of factors commonly included in an IFE Matrix? High High Low WEIGHTS Strength 1 Weakness 1 Strength 3 Weakness 3 RATINGS Middle Strength 2 Weakness 2 Strength 4 Weakness 4 Low FIGURE 4-4 A Weights-by-Ratings Matrix to Exemplify IFE Matrix Logic Note: A purpose of this mini-case is to give students practice thinking about when, in developing an IFE Matrix, could a particular factor receive the following weights and ratings: 1. a low weight and high rating 2. a high weight and high rating 3. a low weight and low rating 4 a high weight and low rating