![]() You need to decide which factors you will use as a determining factor as these will be applied to ALL business units. Industry Attractiveness:įactors you could choose to base this on include: You can plot these chosen units on the grid and this will help you to determine which strategy to apply.īefore you can plot anything on the grid however first you need to decide how you will determine both industry attractiveness and business unit strength. Whereas BCG is limited to products, business units canīe products, whole product lines, a service or even a brand. The nine cell grid measures business unit strength against industry attractiveness and this is the key difference. The GE matrix was developed by Mckinsey and Company consultancy group in the 1970s. Like the BCG, the GE matrix helps you to determine how to allocate resources but it allows more flexibility. You will have most likely heard of the Boston Consulting Group matrix (or BCG matrix), if not you can read about it in our BCG Blog! However the GE matrix is consideredīy many to be an extension, and even an improvement of that model. ![]() ![]() ![]() Visit our Marketing Theories Page to see more of our marketing buzzword busting blogs. ![]()
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