PQR Group Range SBU 1 SBU 2 SBU 3 SBU 4

Competitive Positioning H ig h 1-9 3.25 6.58 5.33 5.50

Market Attractiveness 1-9 3.14 4.64 6.36 4.50
Market Size (Value in bubble) 1-5 5.00 2.00 3.00 2.00

GE MATRIX - PQR Group - Corporate A

M e d iu m

SBU 1 SBU 2 SBU 3 SBU 4

9.00
Market Attractiveness

Low

6.00

3.00

0.00
0.00 3.00 6.00 9.00
Low Medium High
Competitive Positioning
 SBU Sc
Co: PQR Group
Unit: Corporate A SBU 1
A MARKET ATTRACTIVENESS Value Rating Weight Description

A.1 Market Size (R000,000's) 80 9 1 Normal

A.2 Market Growth Rate 5% 6 3 Critical
A.3 Demand Variability 40% 1 3 Critical
A.4 Industry Profitability 10% 3 3 Critical
A.5 Industry Rivalry 1-V-High 1 3 Critical
A.6 Global Opportunities 2-V-Low 2 1 Normal
WEIGHTED AVERAGE RATING: 3.14

B COMPETITIVE POSITIONING Value Rating Weight Description

B.1 Market Share 0% 1 1 Normal

B.2 Growth Trend in Market Share 0% 5 2 Important
B.3 Brand Equity 7-Low 3 3 Critical
B.4 Access to Distribution Channels 3-Low 3 3 Critical
B.5 Production Capacity 3-Low 3 2 Important
B.6 Profit Margins vs Competition 4 -5% 4 1 Normal
WEIGHTED AVERAGE RATING: 3.25

C MARKET SIZE INDICATORS 80 5

 SBU Scorecard
SBU 2 SBU 3
Value Rating Weight Description Value Rating Weight Description

30 4 1 Normal 50 6 1 Normal
5% 6 3 Critical 5% 6 3 Critical
30% 3 3 Critical 10% 7 3 Critical
25% 6 3 Critical 25% 6 3 Critical
3-M-High 3 3 Critical 6-L-Med 6 3 Critical
7-M-High 7 1 Normal 8-High 8 1 Normal
4.64 6.36

Value Rating Weight Description Value Rating Weight Description

20% 3 1 Normal 10% 2 1 Normal

35% 8 2 Important 5% 6 2 Important
3-M-High 7 3 Critical 3-M-High 7 3 Critical
7-M-High 7 3 Critical 4-L-Med 4 3 Critical
6-H-Med 6 2 Important 5-Med 5 2 Important
6 +5% 6 1 Normal 7 +10% 7 1 Normal
6.58 5.33

30 2 50 3
 SBU 4
Value Rating Weight Description

30 4 1 Normal
5% 6 3 Critical
20% 5 3 Critical
15% 4 3 Critical
3-M-High 3 3 Critical
5-Med 5 1 Normal
4.50

Value Rating Weight Description

20% 3 1 Normal
5% 6 2 Important
5-Med 5 3 Critical
5-Med 5 3 Critical
7-M-High 7 2 Important
7 +10% 7 1 Normal
5.50

30 2
 MARKET ATTRACTIVENESS TABLES COMPETITIVE POSITIONING TABLES WEIGHTING FACTORS MARKET SIZE INDICATORS MARKET SEGMENTS

Ref Description Rating Score Weight Ref Description Rating Score Weight Ref Importance Weight Ref Mkt Size Score Ref Segment Name

A Market Size 0 1 1 A Market Share 0% 1 1 1 Normal 1 A 0 1 1 SBU 1

10 2 1 10% 2 1 2 Important 2 20 2 2 SBU 2
20 3 1 20% 3 1 3 Critical 3 40 3 3 SBU 3
30 4 1 30% 4 1 60 4 4 SBU 4
40 5 1 40% 5 1 80 5
50 6 1 50% 6 1
60 7 1 60% 7 1
70 8 1 70% 8 1
80 9 1 80% 9 1

B Market Growth -100% 1 3 B Market Share Growth -100% 1 2

-35% 2 3 -35% 2 2
-20% 3 3 -20% 3 2
-5% 4 3 -5% 4 2
0% 5 3 0% 5 2
5% 6 3 5% 6 2
20% 7 3 20% 7 2
35% 8 3 35% 8 2
50% 9 3 50% 9 2

C Demand Variability 0% 9 3 C Brand Equity 1-V-High 9 3

5% 8 3 2-High 8 3
10% 7 3 3-M-High 7 3
15% 6 3 4-H-Med 6 3
20% 5 3 5-Med 5 3
25% 4 3 6-L-Med 4 3
30% 3 3 7-Low 3 3
35% 2 3 8-V-Low 2 3
40% 1 3 9-Zero 1 3

D Industry Profitability 0% 1 3 D Channel Access 1-Zero 1 3

5% 2 3 2-V-Low 2 3
10% 3 3 3-Low 3 3
15% 4 3 4-L-Med 4 3
20% 5 3 5-Med 5 3
25% 6 3 6-H-Med 6 3
30% 7 3 7-M-High 7 3
35% 8 3 8-High 8 3
40% 9 3 9-V-High 9 3

E Industry Rivalry 1-V-High 1 3 E Production Capacity 1-Zero 1 2

2-High 2 3 2-V-Low 2 2
3-M-High 3 3 3-Low 3 2
4-H-Med 4 3 4-L-Med 4 2
5-Med 5 3 5-Med 5 2
6-L-Med 6 3 6-H-Med 6 2
7-Low 7 3 7-M-High 7 2
8-V-Low 8 3 8-High 8 2
9-Zero 9 3 9-V-High 9 2

F Global Opportunities 1-Zero 1 1 F Profitability vs Comp 1 -20% 1 1

2-V-Low 2 1 2 -15% 2 1
3-Low 3 1 3 -10% 3 1
4-L-Med 4 1 4 -5% 4 1
5-Med 5 1 5-Same 5 1
6-H-Med 6 1 6 +5% 6 1
7-M-High 7 1 7 +10% 7 1
8-High 8 1 8 +15% 8 1
9-V-High 9 1 9 +20% 9 1