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August 31, 2024 5 min read Definitions

GE Matrix: A Comprehensive Analysis Tool for Business Units

Business Management Strategic Planning GE Matrix McKinsey Matrix Strategic Tools Business Analysis Investment Decisions

The GE Matrix (McKinsey Matrix) is a strategic planning tool used for analyzing the relative strengths of business units or brands within a diversified corporation. It evaluates the attractiveness of the market and the strength of the product, assigning each item to one of nine cells on a two-dimensional grid. This matrix, developed by McKinsey & Company for General Electric, helps corporations make investment or disinvestment decisions.