GE Matrix Excel Model - 10 Portfolio Elements Auto Charting
Originally published: 02/07/2018 14:49
Last version published: 03/07/2018 07:48
Publication number: ELQ-55798-2
View all versions & Certificate

GE Matrix Excel Model - 10 Portfolio Elements Auto Charting

The GE matrix helps a strategic business unit evaluate its overall strength.

The GE matrix was developed by Mckinsey and Company consultancy group in the 1970s. The nine cell grid measures business unit strength against industry attractiveness and this is the key difference. Whereas BCG is limited to products, business units can be products, whole product lines, a service or even a brand. You can plot these chosen units on the grid and this will help you to determine which strategy to apply.

Before you can plot anything on the grid however first you need to decide how you will determine both industry attractiveness and business unit strength.

Industry Attractiveness:

Factors you could choose to base this on include:

Market size
Market growth
Pestel factors
Porters five forces
Competitive rivalry
Buyer power
Supplier power
Threat of new entrants
Threat of substitution
You need to decide which factors you will use as a determining factor as these will be applied to ALL business units.

Step 1: Decide on determining factors

Step 2: Give each factor a weighting number based on its magnitude (make the total weight of all factors add up to 1.00 or 10.00 for example)

Step 3: Rate each business unit against each factor on a scale. For example 1 – 5 where 1 is extremely attractive and 5 is extremely unattractive.

Step 4: Give each business unit a weighted rating on each factor by multiplying its rating by the weight for that factor.

Step 5: Total up all the weighted ratings for each business unit.

Business Unit Strength:

Factors to determine how strong a unit is compared to others in its industry include:

Market share
Growth in market share
Brand equity
Profit margins compared to competition
Distribution channel process – the strength of
Repeat steps 1 to 5 here.

Now you have the measurements you can plot your business units on the GE matrix and depending on where they are plotted will determine your strategy from one of the following:


Units that land in this section of the grid generally have high market share and promise high returns in the future so should be invested in.


Units that land in this section of the grid can be ambiguous and should only be invested in if there is money left over after investing in the profitable units.


Poor performing units in an unattractive industry end up in this section of the grid. This should only be invested in if they can make more money than is put into them. Otherwise they should be liquidated.

This Best Practice includes
1 excel workbook

Acquire business license for $5.00

Add to cart

Add to bookmarks


Further information

Evaluate portfolio

large companies

smaller companies

1.0 / 5 (1 votes)

please wait...