GE-McKinsey Matrix

Business Unit Strength

HIGH MEDIUM LOW

Market Attractiveness

HIGH

40%

MEDIUM

LOW 30%

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GE-McKinsey Matrix

Business Unit Strength

HIGH MEDIUM LOW

Winners Question
C
Market Attractiveness

HIGH Winners Marks

A
B
Winners D
MEDIUM E Losers
Average F
Businesses

Profit Losers Losers H

LOW G
Producers

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GE-McKinsey Matrix

?
$

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GE-McKinsey Matrix

?
$

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GE-McKinsey Matrix

Business Unit Strength

HIGH MEDIUM LOW

Market Attractiveness

HIGH

MEDIUM

LOW

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GE-McKinsey Matrix
Products

Existing New

New
More of
Existing Markets for
the
the Existing
same
Products
harder
Products

New
Diversificatio
Products
New

n for the
for existing
desperate
Customers

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GE-McKinsey Matrix

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GE-McKinsey Matrix

1 3
Question Stars become
Cash flow Finance makes future cash
from milking promising become stars cows
cows question marks

2
Question
Revitalize
marks with
Consolidate with Focus
low Prospects
existing stars Strategy
abandoned

4 Divest,
Stars become Cannibalize to
future cash Dogs extract cash
cows or exit

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GE-McKinsey Matrix

Market Share

HIGH LOW

?
HIGH
Market Growth

LOW

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 GE-McKinsey positions throughout the Product Lifecycle
REVENUE/ PROFIT

3
4
2

1
Question Marks Stars Cash Cows Dogs

INTRODUCTION GROWTH MATURITY DECLINE

TIME
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GE-McKinsey Matrix
Buy Keep Sell

PRODUCT A

PRODUCT B ?
PRODUCT C

PRODUCT D ?
PRODUCT E

Dropped Checked
? What To do?
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GE-McKinsey Matrix charts
Buy Keep Sell

PRODUCT A

PRODUCT B ?
PRODUCT C

PRODUCT D ?
PRODUCT E

Dropped Checked
? What To do?
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Ungrouping the object
2
1

1. Right click the object.

2. Choose Group and then Ungroup.
3. Click beside the object and drag the arrow over it.
Edit Color
2 3
1

1. Right click the object

2. Choose Format Shape in the dialog box
3. Choose “Fill” in the Format Shape box then “Solid” or “Gradient”
depending on the appearance of the object. Change colour as
shown in the picture.
Change angle of light blue circle and shape effect of the shape

1 2 4

1. Right click the object.

2. Click beside the Yellow pointer and drag the arrow over it.
3. Right click the object.
4. In Home tab, Choose “Shape Effects” and then “Preset” depending
on the appearance of the object. Change Preset as shown in the
picture.
Ungrouping the object

2
1

1. Right click the object.

2. Choose Group and then Ungroup.
3. Click beside the object and drag the arrow over it.
Edit Color

2 3
1

1. Right click the object

2. Choose Format Shape in the dialog box
3. Choose “Fill” in the Format Shape box then “Solid” or “Gradient”
depending on the appearance of the object. Change colour as
shown in the picture.