The attractiveness/advantage matrix (GE/McKinsey)

This tool will help you:

  • In business strategy, reveal your strategic position
  • Decide whether to invest, hold onto or exit your business segments or enter new ones
  • In corporate strategy, unveil the same findings for the strategic business units in your multi-business company

About this tool

Where should your business compete? In which segments? Why? How?

Answering those questions is your first step in targeting the strategic gap, optimising your business mix.

You need to undertake a portfolio analysis of your main business segments, and the best tool for this is the GE/McKinsey attractiveness/advantage matrix.

The matrix will show how competitive your firm is in segments ranked by ...

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