![]() By assigning a weight to each factor, the GE McKinsey Matrix can be used more effectively. No extra investments but mainly focusing on maximizing returns. Holdīy making careful investments, the current market is consolidated. Growth is facilitated by expanding the market or making investments. ![]() ![]() Three different strategies can be distinguished and adopted using the this matrix: Invest / grow Instead of the four cells that are created in the BCG Matrix, this matrix creates nine cells.In addition to market share this matrix also considers the strength of a business unit.The McKinsey Matrix does not only consider growth, it mainly considers market attractiveness.This matrix bears a strong resemblance to the BCG Matrix. Access to internal and external finance resources.Other factors are used to determine competitiveness: Threats and opportunities (component of SWOT Analysis).Historical and expected market growth rate.This can be done by using the following factors: ![]() It is possible to determine in advance whether a market is attractive enough to enter. Figure 1 – The GE McKinsey Matrix Factors
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