GE MATRIX OF PARLE

• The GE Matrix is also known as GE business screen which includes 9 cells based on 2 parameter i.e. Long Term
industry attractiveness & business strength & competitive position. The GE business screen is an extension to the BCG
matrix.
• 1. “ GO AHEAD”
• Under this phase the signal is to proceed & take decision.
• As parle is universally accepted & therefore it should now GO AHEAD & enhance its marketing development in respect of Parle-G.
• 2. “WAIT & WATCH”
• The phase indicates Hold & maintain current strategy. The products like monako, marigold namkeen comes in this zone as they
need good promotional techniques.
• 3.”STOP”
• Coming to 3rd zone it gives signal to stop producing the product like chox, sixer, Golgappa which comes under the scenario of
DISINVESTMENT .
• TYPES OF STRATEGIES:
• INTEGRATION STRATEGY:
• BACKWARD INTEGRATION- In order to enhance its operations.
• Parle adopts BACKWARD integration where it seeks to increase control on company’s suppliers.
• Parle have owned a plant that gives RAW MATERIALS directly & reduces expenses incurred.
• DIVERSIFICATION STRATEGH:
• HORIZONTAL DIVERSIFICATION:
• Here parle being a fast moving consumer durables & in order to diversify it has to introduce unrelated products like clothes to the present
customer & with it provide services to gain goodwill.
PARENTING MATRIX
• Heartland Business
• Business that fall in the top right corner should be at the heart of the company’s future
• The parent’s skills in staff scheduling, brand management , and lean organizational structure appear to add value to the business.
• *BALLAST BUSINESS
• The property business fit that category
• The business owns a large number of sitesthat are leased to third parties. Parle-G company haslittle potential for adding value to the business
operation because it has identified no parenting opportunities.
• * ALIEN- TERRITORY BUSINESS
• In the parle company the largest business – food products- biscuits-chokos- fits partly into alien territory, even though it is the company’s
original core business.
• The industry has become international , so the national business has become less comoetitive.
• * Value- Trap Business
• Management initially saw it as an edge of heartland expenment , with parenting opportunities in food purchasing , benchmarking.