McKinsey Matrix
GE Business Screen

12manage reaches 100.000 members

Portfolio analysis on SBU's using market attractiveness and competitive strength. Explanation of McKinsey Matrix.

What is the McKinsey Matrix?

The McKinsey Matrix is a model to perform a business portfolio analysis on the Strategic Business Units of a corporation. Synonyms for this method are; GE Matrix, Business Assessment Array and GE Business Screen.

What is a portfolio?

A business portfolio is the collection of Strategic Business Units that together form 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.

What is a Strategic Business Unit?

A Strategic Business Unit (SBU) can either be an entire medium size company or a division of a large corporation. As long as it formulates its own business level strategy and has separate objectives from the parent company.

The aim of portfolio analysis

1. Analyze its current business portfolio and decide which SBU's should receive more or less investment
2. Develop growth strategies for adding new products and businesses to the portfolio
3. Decide which businesses or products should no longer be retained.

The BCG Matrix (Boston Consulting Group Matrix) is the best-known portfolio planning framework. The McKinsey Matrix is a later and more advanced form of the BCG Matrix.

The McKinsey Matrix

The McKinsey Matrix is more sophisticated than the BCG Matrix in three aspects:

1. Market (Industry) attractiveness is used as the dimension of industry attractiveness, instead of market growth. 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: Five Forces
2. 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.
3. Finally, the GE Matrix works with a 3*3 matrix, while the BCG Matrix has only 2*2. This also allows more sophistication.

Often, Strategic Business Units are portrayed as a circle plotted in the GE Matrix, whereby:

• The size of the circles represent the Market Size
• The size of the pies represent the Market Share of the SBU's
• Arrows represent the direction and the movement of the SBU's in the future

A six-step approach for the implementation of the McKinsey Matrix

1. Specify drivers of each dimension. The corporation must carefully determine those factors that are important to its overall strategy.
2. Determine the weight of each driver. The corporation must assign relative importance weights to the drivers.
3. Score the SBU's on each driver.
4. Multiply weights and scores for each SBU.
5. View resulting graph and interpret it.
6. Perform a review/sensitivity analysis. Make use of adjusted other weights and scores (there may be no consensus).

Some limitations of the McKinsey Matrix

• The valuation of the realization of the various factors.
• Aggregation of the indicators is difficult.
• Core Competences are not represented.
• Interactions between Strategic Business Units are not considered.

McKinsey Matrix / GE Business Screen Special Interest Group

Visit the Special Interest Group

McKinsey Matrix / GE Business Screen Forum

Anusuya - India

Arrow direction

"We plot the organization's current position through this. Where does the input for the arrow of the bubble (market) come from?"

5

Anusuya - India

Future

"How do we plot the market share and our SBU pie in it? Weights that have to be assigned have to be in a range..what range? Ditto for factor rating. After all the multiple of the weight and rating has to be within 1 to 9 so as to be able to plot it.. "

0

Helen - Netherlands

MABA Analysis

"A synonym used for this method is MABA Analysis (Market Attractiveness / Business Assessment)."

2

Arthur Esther - Ghana

Good matrix but give meaning to the colours!

"CONGRATS!!! You have come out with a more advanced form of the BCG-Growth-Share matrix. Please assign meaning or give key for the colour. It will make it more marketable.."

0

divya parashar - India

Strategies associated with boxes

"The picture should contain what each box represents i.e. build, harvest, divest. An explanation of these terms would also be useful."

7

Manish Sijaria - India

Calculation of Weights and Attributes in McKinsey Matrix

"The y-axis parameter (vertical) is attractiveness(value) which is the result of the Sum of (a1*w1+a2*w2...) . The evaluation process of w1, w2 .. as well as a1, a2 ... itself needs serious market research and inventions. Where a - Attribute w-Weight."

7

Maneesh - India

GE matrix

"This model is measuring the performence of business units only on two parameters. But in todays scenario there are a number of parameters which assess the performance of business units. But still this model can result into a good analysis of business units for investors."

3

Girish Gopalarao - India

Very good portfolio analysis tool

"I have used this McKinsey tool to determine to establish my orgn foothold in new Business verticals. It has been very helpful... after the analysis we determined that when the market attractiveness is high and the strength of the BU is between medium to high it surely makes a wise investment."

-8

Comment on this Page

McKinsey Matrix / GE Business Screen Education & Events

Compare with: BCG Matrix  |  ADL Matrix  |  Positioning  |  Product/Market Grid  |  Three Dimensional Business Definition  |  STRATPORT  |  Profit Pools  |  Four Trajectories of Industry Change  |  Product Life Cycle  |  Blue Ocean Strategy

Return to Management Hub: Finance & Investing  |  Marketing  |  Strategy

More Management Methods, Models and Theory