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GE9 Cell Model &BCG Model
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GE9 Cell Model &BCG Model



.pptx   GE9 & BCG model.pptx (Size: 394.67 KB / Downloads: 59)

GE 9-CELL

This matrix was developed in1970s by the General Electric company with the assistance
Of the consulting firm, Mc Kinsey & Co, USA. This is also called GE multifactor portfolio matrix. The GE matrix has been developed to overcome the limitation of BCG matrix. This
Matrix consists of 9 cells based on two key variables:
Business Strategy
Industry Attractiveness

VERTICAL AXIS - industry attractiveness

Market growth rate
Market size
Demand variability
Industry profitability
Industry rivalry
Global opportunities
Macro environmental factors

Portfolio Analysis

GE matrix is also called “spotlight” matrix because the three zones are like green, yellow & and red of traffic lights.
Green indicates : invest/expand- if the product falls in green zone, the business strength is strong and industry at least medium in attractiveness, the strategic decision should be to expand, to invest & to grow.

BCG Growth-SHARE MATRIX

The BCG Growth-Share Matrix is a portfolio planning model developed by Bruce Henderson of the Boston Consulting Group in the early 1970’s. It is based on the observation that a company’s business unit can be classified into four categories based on combinations of market growth and market share relative to the largest competitor, hence the name “growth-share” serves as a proxy for competitive advantage. The growth-share matrix thus maps the business unit positions within these two important determinants of profitability.

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