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GE Business Screen ( market segment attractiveness matrix)

GE Business Screen ( market segment attractiveness matrix). Business Screen p 56. Better than BCG matrix because it: Examines competitive strengths and market attractiveness in more detail. Business Screen p 56. Uses a range of variables to evaluate: competitive strength factors (such as)

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GE Business Screen ( market segment attractiveness matrix)

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  1. GE Business Screen( market segment attractiveness matrix)

  2. Business Screen p 56 • Better than BCG matrix because it: • Examines competitive strengths and market attractiveness in more detail.

  3. Business Screen p 56 • Uses a range of variables to evaluate: • competitive strength factors (such as) • Size, growth, market share, brand equity, profitability, customer loyalty, etc. • Industry attractiveness (such as ) • Price levels, competitive intensity, Govt. regulations, technological level.

  4. Business Screen continued • Competitive Strength questions such as : • Are our production facilities modern & efficient ? • Do we possess competitive technology ? • Do customers have a positive image of our products ? • Are we cost competitive ? • Are our distributors well established & supportive ? • Do we have stable and reliable suppliers ?

  5. Business Screen continued • Market attractiveness questions such as: • Is the industry growth rate high? • Is the market size large enough to sustain many competitors? • Are industry sales susceptible to cyclical, seasonal or other fluctuations? • Is the rate of product obsolescence high?

  6. Business Screen continued • Market attractiveness questions such as • Does extensive government regulation cause problems ? • Is the industry demand high/low compared to industry capacity? • Is there a risk or raw material or component shortage? • Are there a large number of well financed competitors?

  7. Business Screen continued • Two scores for each SBU/business • One for market attractiveness (15). • Other for competitive strength (15). • Analysis • Business Screen identifies nine portfolio categories using the market attractiveness and competitive strength scores.

  8. Industry Attractiveness High Medium Low High INVEST INVEST PROTECT Competitive strength Medium INVEST PROTECT HARVEST Low PROTECT HARVEST DIVEST

  9. Industry attractiveness High Medium Low 1 1 2 High Business’s competitive position 1 2 3 Medium 2 3 3 Low Tools for Allocating Resources in Diversified Companies: The GE Nine-Cell Matrix 1 Invest/grow 2 Selective investment/ maintain position 3 Harvest/divest

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