The GE-McKinsey Matrix, also known as the GE Matrix, is a framework developed by McKinsey & Company for General Electric in the 1970s. It helps corporations decide which business units to invest in based on their market attractiveness and competitive strength. The matrix categorizes business units into three categories (high, medium, low) on a nine-cell grid, aiding in strategic decision-making and resource allocation. This tool is particularly beneficial for multi-business corporations looking to optimize their investments and streamline their portfolio.
Identify key business units within the organization. | Determine the factors that define market attractiveness and competitive strength. | Assign weights to these factors based on their relative importance. | Rate each business unit on these factors and calculate weighted scores. | Plot the business units on the nine-cell matrix based on their scores. | Analyze the matrix and decide on investment, divestment, or growth strategies for each unit.
Regularly update the factors and weights as market conditions change. | Combine the matrix with other analytical tools for comprehensive analysis. | Ensure cross-functional team involvement for balanced perspectives.
Provides a clear and quantifiable analysis of business units. | Helps in strategic allocation of resources across units. | Facilitates decision-making by categorizing units into actionable segments.
Can be overly simplistic for complex market conditions. | Depends heavily on the accuracy of the chosen factors and their weights. | May not account for synergies between business units.
For portfolio analysis of multiple business units. | When prioritizing investments across different segments.
For small businesses with limited product lines. | When detailed, qualitative analysis is more appropriate than a broad quantitative overview.