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GE MatrixThe GE matrix was developed by McKinsey and Company consultancy group in the s. The nine-cell grid measures business unit strength against industry attractiveness. Whereas the BCG matrix is limited to products,
business units can be products, whole product lines, a service, or even a brand. Therefore, this version is considered an improvement over the BCG matrix. Industry attractiveness is dependent on a number of factors that can be assigned different weights. These factors include but
are not limited to Market size, growth, profitability, pricing trends,
entry barriers, and competitive intensity. Similarly, competitive strength is dependent on strength of assets and competencies, market share, customer loyalty, and profit margins.
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