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Introductionto GE/McKinsey MatrixPortfolioAnalysis

H.Siemann17.03.2009

GE/McKinseyMatrixPortfolioAnalysis

Contents

Aim oftheGE/McKinseyMatrixPortfolioAnalysis Proceduretogetthe GE/McKinseyMatrixPortfolio GE/McKinseyMatrixPortfolioInterpretation

H.Siemann17.03.2009

GE/McKinseyMatrixPortfolioAnalysis

Aim oftheGE/McKinseyMatrixPortfolioAnalysis

The aim of the GE/McKinsey Matrix Portfolio Analysis is to: Analyse the current business portfolio and decide which businesses should receive more or less investment Develop growth strategies for adding new products and businesses to the portfolio

Decide which businesses or products should no longer be retained.

H.Siemann17.03.2009

GE/McKinseyMatrixPortfolioAnalysis

Proceduretogetthe GE/McKinseyMatrixPortfolio

H.Siemann17.03.2009

GE/McKinseyMatrixPortfolioAnalysis

GE/McKinseyMatrixPortfolioInterpretation

high

Selectivity Specialiseniche Seekacqusition

SelectiveGrowth Identifyweakness Buildonstrengths

Invest&Grow Seekdominance Maximise investment SelectiveGrowth Identifygrowtharea Investingrowth

MarketAttractiveness

Harvest/Divest medium Specialiseniche Considerexit

Selectivity Specialise

Investselectively
Harvest/Divest Pruelines Minimise investments medium CompetitiveStrength

Harvest/Divest Attackrivals Timeexit low

Selectivity Maintainposition Maintainposition Seekcashposition high

H.Siemann15.03.2009

low

GE/McKinseyMatrixPortfolioAnalysis