{"id":7270,"date":"2018-02-20T15:13:45","date_gmt":"2018-02-20T21:13:45","guid":{"rendered":"https:\/\/actuationconsulting.com\/?p=7270"},"modified":"2018-02-20T15:13:45","modified_gmt":"2018-02-20T21:13:45","slug":"value-ge-mckinsey-matrix","status":"publish","type":"post","link":"https:\/\/actuationconsulting.com\/value-ge-mckinsey-matrix\/","title":{"rendered":"The Value of the GE-McKinsey Matrix"},"content":{"rendered":"<p>Last week we began our exploration of tools to help manage your product portfolio with a discussion of the BCG Growth-Share Matrix. Today, we\u2019re going to look at the GE-McKinsey Matrix. This is a tool that takes the value of the BCG Growth-Share Matrix and expands on it by developing the definitions of labels on each axis of the matrix.<\/p>\n<h2><strong>The GE-McKinsey Matrix<\/strong><\/h2>\n<p>The GE-McKinsey Matrix simply gives your organization more nuanced options for how products are categorized. Instead of just four boxes, the grid now includes nine. By replacing Market Growth (used on the BCG Growth-Share Matrix) with Industry Attractiveness, you have the option of weighting your decision based on such factors as:<\/p>\n<ul>\n<li>Size of the Market<br \/>\n\u2022 Intensity of the Competition<br \/>\n\u2022 Market Growth<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>The result often is a clearer view at your product mix and opportunities.<\/p>\n<h3><strong>The GE-McKinsey Matrix Horizontal Axis<\/strong><\/h3>\n<p>As with the vertical axis, the relabeling of the horizontal axis from Market Share to Competitive Position opens up new ways to examine your market. Now, you can factor in other corporate strengths such as:<\/p>\n<ul>\n<li>Brand Equity<\/li>\n<li>Your Company\u2019s Core Competencies<\/li>\n<li>Distribution Strength<\/li>\n<\/ul>\n<h3><\/h3>\n<h3><strong>Nine Boxes Vs Four<\/strong><\/h3>\n<p>With the GE-McKinsey grid, you have nine possible options of how to view products. Your alternatives now range from clear winners to invest and grow to products you need to phase out and cut loose.<\/p>\n<h2><strong>Elements of a Good Product Portfolio Management Process<\/strong><\/h2>\n<p>No matter which analysis method you choose, you need to be sure it includes the following:<\/p>\n<ul>\n<li>Allocation of resources that aligns with your corporate goals across multiple product activities<\/li>\n<li>A balance of product activities with diversity across products you currently have and what you\u2019ll need to develop as tomorrow\u2019s winners; current and future markets; and short-term versus long-term revenue sources<\/li>\n<\/ul>\n<h2><\/h2>\n<h2><strong>Upcoming Post<\/strong><\/h2>\n<p>Next week my post will take a look at the SWOT Analysis and how it will help you gain a clearer view of your product\u2019s current and prospective standing.<\/p>\n<p>&nbsp;<\/p>\n<p style=\"text-align: center;\"><strong>Advancing the Profession of Product Management\u2122<\/strong><br \/>\n<a href=\"https:\/\/actuationconsulting.com\/\">website<\/a>\u00a0I\u00a0<a href=\"https:\/\/actuationconsulting.com\/product-management-consultants\/\">consulting<\/a>\u00a0I\u00a0<a href=\"https:\/\/actuationconsulting.com\/product-management-training\/\">training<\/a>\u00a0I\u00a0<a href=\"https:\/\/actuationconsulting.com\/product-management-toolkits\/\">toolkits<\/a>\u00a0I\u00a0<a href=\"http:\/\/www.amazon.com\/Take-Charge-Product-Management-Effectiveness\/dp\/0615379273\">books<\/a>\u00a0I\u00a0<a href=\"https:\/\/actuationconsulting.com\/product-management-blog-2\/\">blog<\/a>\u00a0I\u00a0<a href=\"https:\/\/twitter.com\/greggeracie\">twitter<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last week we began our exploration of tools to help manage your product portfolio with a discussion of the BCG Growth-Share Matrix. Today, we\u2019re going to look at the GE-McKinsey &#8230;<\/p>\n","protected":false},"author":1,"featured_media":4667,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[331,330,315,46,279,362,48,50,51,326,248],"tags":[56,434,105,154,161,182,190,346],"class_list":["post-7270","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-disruptive-product","category-innovation","category-marketing-2","category-product-management","category-product-management-toolkit-2","category-product-manager","category-product-marketing","category-product-teams","category-project-management","category-strategy","category-take-charge-product-management","tag-actuation-consulting","tag-ge-mckinsey","tag-greg-geracie","tag-product-development","tag-product-management-2","tag-product-manager","tag-product-marketing-2","tag-take-charge-product-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Value of the GE-McKinsey Matrix - Actuation Consulting<\/title>\n<meta name=\"description\" content=\"Last week we began our exploration of tools to help manage your product portfolio with a discussion of the BCG Growth-Share Matrix. 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