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Submitted
To :Priya
Ramachandran
ABOUT GE MATRIX
Developed by McKinsey &
Company in
1970s.Also
known as Spotlight Matrix.
GE is a model to perform business
portfolio analysis on the SBUs.
GE is rated in terms of Market
Attractiveness & Business
Strength
It is an Enlarged & Sophisticated
version of BCG.
STRATEGIC PLANNING
It is the
management task
concerned with the
growth and future of
business enterprise.
It provides the route
High
Medium
Low
Market Attractiveness
Strong
Medium
Weak
GE nine-cell Planning
Grid: Zone
Strategic Signal
Green
Invest/Expa
nd
Yellow
Select/Earn
Red
Harvest/Divest
Select/Earn
Harvest/Dives:
Market Attractiveness
Annual market growth
rate
Overall market size
Historical profit margin
Current size of market
Market structure
Market rivalry
Demand variability
Global opportunities
Business Strength
Current market share
Brand image
Production capacity
Corporate image
Profit margins relative to competitors
R & D performance
Promotional effectiveness
Study of TATA
TATA
IT (Information Technology) : TCS
Consumer Durable : Automobiles,
Titan etc.
Textiles : Tata Fabrics, West Sides etc
Consumer
Durables
Market
Attractiveness
High
Business Strengths
Low
Textiles
Weak
Market Growth
(Market Share)
Business Strength
BCG v/s GE
BCG
GE
Market Growth
Market Attractiveness
Market share
Market strength
4 cell
9 cell
Multi Products
Primary tools
Secondary tools
THANKING YOU