GE Matrix Diagram
Developed by Mckinsey in the 1970s for General Electric, GE matrix diagram is used to identify the position of the strategic business units (SBU) of an organisation and take strategic decision related to the business portfolio and product management. GE (General Electric) matrix diagram is conceptually similar to the BCG matrix (Boston Consulting Group) which, overcomes the shortcomings of BCG matrix and has broader aspects of defining. The GE matrix defines the position of a product based on two factors: the Market attractiveness and Business/competitive strength which are furter affected by various other dynamic factors of market. The market attractiveness relaced the market growth of BCG matrix whilethe market share is replaced by competitive/business strength.