Methods and concepts for Value Based Management (VBM)
The GE matrix / McKinsey matrix is a model to perform a business portfolio analysis on the Strategic Business Units of a corporation. A business portfolio is the collection of Strategic Business Units that make up a corporation. The optimal business portfolio is one that fits perfectly to the company's strengths and helps to exploit the most attractive industries or markets. A Strategic Business Unit (SBU) can either be an entire mid-size company or a division of a large corporation, that formulates its own business level strategy and has separate objectives from the parent company. The aim of a portfolio analysis is:
The BCG Matrix (Boston Consulting Group Matrix) is the best-known portfolio planning framework. The GE / McKinsey Matrix is a later and more advanced form of the BCG Matrix.
The McKinsey matrix / General Electric Matrix The GE / McKinsey Matrix is more sophisticated than the BCG Matrix in three aspects:
Market (Industry) attractiveness replaces market growth as the dimension of industry attractiveness. Market Attractiveness includes a broader range of factors other than just the market growth rate that can determine the attractiveness of an industry / market. Compare also: Porter's Five Competitive Forces model.
Competitive strength replaces market share as the dimension by which the competitive position of each SBU is assessed. Competitive strength likewise includes a broader range of factors other than just the market share that can determine the competitive strength of a Strategic Business Unit.
Finally the GE / McKinsey Matrix works with a 3*3 grid, while the BCG Matrix has only 2*2. This also allows for more sophistication.
Often, Strategic Business Units are portrayed as a circle plotted in the GE McKinsey Matrix, whereby:
A six-step approach to implementation of portfolio analysis (using the GE / McKinsey Matrix) could look like this:
Some important limitations of the GE matrix / McKinsey Matrix are:
This method is also called "Business Assessment Array" and "GE Business Screen".