19-06-2020

GE-McKinsey 9 Box Matrix

Business Marketing
11 R Sugant
11

1
 19-06-2020

Industry Attractiveness Factors

❑ Long term growth rate
❑ Size of the industry
❑ Industry Profitability
❑ Entry barriers, exit barriers, supplier power, buyer power,
threat of substitutes etc
❑ Structure of the industry
❑ Product life cycle
❑ Demand
❑ Pricing trends
❑ Environmental Factors

Business Marketing
12 R Sugant
12

2
 19-06-2020

Competitive Strength of Business

❑ Total market share
❑ Market share growth compared to competitors
❑ Strength of the brand
❑ Product/ BU profitability
❑ Customer loyalty
❑ Value chain
❑ Product differentiation

Business Marketing
13 R Sugant
13