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GE Matrix Analysis, General Electric Matrix, Portfolio about Business
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What is GE Matrix, GE Matrix Analysis
GE matrix defines the general electric matrix which says about the portfolio of the business and the collection of products and business makes the company. It is suggesting that the portfolio of the business should be the best and it should fit the best so that it will define the strengths of the company and it will help in creating the attractive opportunities for the company.
GE Matrix also known as Mc Kinsey model and is similar to BCG matrix. It was developed by Mc Kinsey and company in 1970’s. It is rated in terms of business strengths and market attractiveness.
There are two different terms which are preferable and in demand in BCG analysis and that are industry attractiveness and competitive advantage. Market growth refers to industry attractiveness and market share refers to competitive advantage. It determines the business profits, the profitability in the business and the growth in the business. It also represents the cash flows in the business; it talks about the sales volume in the business and many more. There are circles in the matrix figure which indicates the presence of product and brand. The sales volume which is represented in the form of size. The GE matrix is divided into nine cells and three segments in each box.
Segment 1: It is the first segment and it is known as the best segment and the market is very attractive in this segment thus the business also is very much strong in this type of segment. This segment is very much helpful in growing the business, in increasing the competition as well the competitive advantage. This segment is also helpful in the increase in the market share which makes the business very much competitive impressive and attractive.
Segment 2: It is the second segment from which the business can be strong but the market is not that attractive in this segment. The business is also not that strong and there is no proper making of decision in this segment taken by the managers. Because the resources which are used is not enough in this segment and the resources which are used in this segment have not proper utilization as well the resources are needed by others who don’t have proper resources and needs more amount of resources to attain the competition and market. For better growth and better strategy of market others need some more resources.
Segment 3: It is the third segment which is known as the worst segment and in this type of segment, business is not that strong and very weak, the market is also very less attractive in this type of segment where the decision makers require to give some more attention and full resources to attain the proper growth and the maximum utilization.
There are several factors which have been described in this GE matrix which affect the attractiveness of the market and those are listed below:
The size of the market
The growth in/of the market
The profitability of the market
The intensity and the industry of competitiveness
The recent trends
The pricing strategies and the pricing trends
The risks factor of returns and investments in an industry
Segmentation of market
The channels of distribution
The differentiation strategies in products and services
There are several factors which have been described in this GE matrix which affect the competitive strengths of the market and those are listed below:
The share of the market
Loyalty of customer
Strength if the particular brand
The strength of distribution
Other innovations and technologies
These are the internal factors that affect the strength of competitiveness in the market.
A strategic business unit in GE matrix is represented by a circle. And there are some limitations in the Mckinsey matrix that are there are difficulties in the aggregation part, the core competencies are also not present, there is no consideration of interaction between strategic business units.
The strengths which are represented in GE matrix are the current share of the market, the image – the brands image the production capacity and the resources, the R&D performance and the effectiveness and excellence of promotions. To conclude I must say that the first segment is very much helpful in growing the business, in increasing the competition as well the competitive advantage. This segment is also helpful in the increase in the market share which makes the business very much competitive impressive and attractive. It protects the position off the brand and the image. The second segments have not proper utilization as well the resources are needed by others who don’t have proper resources and needs more amount of resources to attain the competition and market. For better growth and better strategy of market others need some more resources. The third segment is the worst segment where the decision makers require giving some more attention and full resources to attain the proper growth and the maximum utilization.
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