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The GE matrix is an alternative technique used in brand marketing and product

management to help a company decide what product(s) to add to its product
portfolio, and which market opportunities are worthy of continued investment.
Also known as the 'Directional Policy Matrix,' the GE multi-factor model was first
developed by Mckinsey for General Electric in the 1970s.
Conceptually, the GE Matrix is similar to the Boston Box as it is plotted on a twodimensional grid. In most versions of the matrix:
the Y-Axis comprises industry attractiveness measures, such as
Market Profitability, Fit with Core Skills etc. and
the X-Axis comprises business strength measures, such as Price,
Service Levels etc

Keshub Mahindra
Anand Mahindra (VC & MD)

The Mahindra Group is an Indian multinational conglomerate headquartered at

Mahindra Towers in Mumbai, India, with operations in over 100 countries across
the globe. The group has a presence in aerospace ,automotive, component, defense,
energy, farm equipment, finance and insurance, information technology,
hospitality, logistics ,retail, etc. It is considered to be one of the most reputable
Indian industrial houses[3] with market leadership in utility vehicles[4] as well as
tractors in India. Mahindra & Mohammed was originally incorporated in 1945 by
the brothers J.C. Mahindra and K.C. Mahindra and Malik Ghulam Muhammad in
Ludhiana, Punjab to trade steel. Following the Partition of India in 1947, Malik
Ghulam Muhammad left the company and emigrated to Pakistan where he became
the first finance minister of the new state. In 1948, K.C. Mahindra changed the
company's name to Mahindra & Mahindra.
Building on their expertise in the steel industry, the Mahindra brothers began
trading steel with UK suppliers. They also won a contract to manufacture Willys
Jeeps in India and began producing them in 1947. By 1956, the company was
listed on the Bombay Stock Exchange, and by 1969 the company had entered the
world market as an exporter of utility vehicles and spare parts.

Mahindra entered the industrial equipment market in 1992 with a range of
high-efficiency conveying equipment for the cement industry. Our longstanding
experience in manufacturing gave us a firsthand understanding of the importance
of reliable and effective material handling equipment. We quickly expanded to
serve the power plants, heavy chemicals, and mineral processing in addition to
In each of these businesses, material handling systems make a tremendous
difference to a firms competitiveness. .

2) Aerospace
The Mahindra Aerospace division was created in 2007 to expand our existing
automotive design and manufacturing expertise to the growing aerospace
industry. Through our Components sector ,we acquired several companies with
design and manufacturing experience. The combination of our acquired experience
with our existing technological capabilities has come to fruition rapidly; completed
aircraft are already flying in the Middle East and Australia.
In the next few years, we seek to become leaders in the global market for
aerospace components, assemblies, and completed aircraft.

3) Automotive:
In 1947, we introduced India to the utility vehicle. More than 65 years later, we're
still India's premier utility vehicle (UV) company, but we've also grown quite a bit. In
addition to making groundbreaking UVs like the Scorpio and Bolero, Mahindra offers

cars, pickups, and commercial vehicles that are rugged, reliable, environmentally
friendly, and fuel-efficient. Our global presence means you can find Mahindra vehicles
on the roadsboth paved and unpavedof Australia, Europe, Latin America, Malaysia,
South Korea, and South Africa.

4) Defense:
We've been involved with defense systems since 1947 when we became
importers, assemblers, and then adapters of the iconic Willys Jeeps used in
WWII. From there, we moved into designing and constructing our own line
of armored vehicles to become the largest private sector supplier to the
government. We've now expanded into defense systems like sea mines,
weapons, ammunition, and more .Our manufacturing strengths, and costefficient production also make our products useful to foreign governments
and security organizations. Also have a partnership with several countries
to bring them a range of defense solutions for use by police forces, the
Army, and the Navy.

First, we envision bringing reliable and innovative power back-up solutions to
India. Our line of diesel generators offers electricity backup to remote
locations to power banks, hospitals, schools, businesses, and industry. The
advance of green energy technology is opening up a new path forward for
India to install sustainable energy infrastruce. . Drawing on our existing
capabilities and market penetration, we are exploring ways to help India
move directly to clean energy using solar power technologies.

6) Finance:
Mahindra Finance and its subsidiaries offer a complete range of financial
services and insurance solutions for both businesses and personal life.
Our flagship financial services business provides vehicle, asset, and
personal financing. We have more than one million relationships with

customers in rural and semi-urban India, making us the largest nonbanking financial company (NBFC) in the country. We see rural finance
and insurance as an integral part of sustainable economic development
and a smart business move, empowering customers to create a brighter
future for themselves.

7) Farm:
We began manufacturing tractors in the early 1960s for the Indian market. .
Nearly 50 years later, we are the number one tractor company in the world
(by volume) with annual sales above 200,000 and over 2.1 million tractors
sold to date. our vision of Farm-Tech Prosperity, weve also expanded into
farm-support services, including agri-mechanization solutions under
Mahindra AppliTrac; seeds, crop protection, as well as market linkages,
distribution, agri-support information and counseling through the Samriddhi

8) Information technology :
We design industry-specific IT solutions to help our clients take advantage
of the new opportunities and adapt to the new challenges of a changing
world. In our two decades of experience in the industry, we have partnered
with several Fortune 100 and Fortune 500 companies to deliver
outstanding solutions that have helped drive their success.

9) Hospitality:
When we entered Leisure & Hospitality in 1996, very few affordable
vacation options were available for Indian families. We saw a tremendous
opportunity to open up a new industry and bring real benefits to a large
segment of underserved customers .They have 42 stunning holiday
destinations across India and Southeast Asia .They offer leisure boats,
camping vacations, corporate retreats, and home stays.

10) Two wheelers:

We entered the Two Wheeler industry in 2008. Weve developed rapidly

since then by focusing on brand-building via new product development
guided by consumer insights, strategic partnerships, service orientation,
and building scale. In 2011 Mahindra became the first Indian two-wheeler
manufacturer to enter the Moto Grand Prix Championships, showcasing
our engineering and technology expertise. They offer two wheelers like
duro, flyte Rodeo etc.

11) Logistics:
The transportation needs of our automotive sector drew them into the
logistics business in 2000. They take care of the entire span of
transportation and logistics needs so that our clients can focus on their core