1. Business Unit Strength Market Attractiveness
GE-McKinsey Matrix
HIGH
MEDIUM
LOW
40%
30%
Business Unit Strength
Market Attractiveness
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2. Business Unit Strength Market Attractiveness
GE-McKinsey Matrix
HIGH
MEDIUM
LOW A
Business Unit Strength
Market Attractiveness
Winners B C
Question
Marks D
Losers H F
Average Businesses G E
Profit
Producers
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3. GE-McKinsey Matrix ? $
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4. GE-McKinsey Matrix ? $
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5. Business Unit Strength Market Attractiveness
GE-McKinsey Matrix
HIGH
LOW
MEDIUM
Business Unit Strength
Market Attractiveness
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6. GE-McKinsey Matrix New Markets for the Existing Products
More of the same harder
New Markets for the Existing Products
Diversification for the desperate
New Products for existing Customers
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7. GE-McKinsey Matrix
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8. GE-McKinsey Matrix 1 3 2 4 Question makes become stars
Cash flow from milking cows
Finance promising question marks
Question makes become stars
Stars become future cash cows
Consolidate existing stars
Question marks with low Prospects abandoned
Revitalize with Focus Strategy
Divest, Cannibalize to extract cash or exit
Dogs
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9. GE-McKinsey Matrix
HIGH
LOW
Market Share
Market Growth ? $
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10. GE-McKinsey positions throughout the Product Lifecycle
REVENUE/ PROFIT 3 4 2 1
Question Marks
Stars
Cash Cows
Dogs
INTRODUCTION
GROWTH
MATURITY
DECLINE
TIME
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11. ? GE-McKinsey Matrix PRODUCT A PRODUCT B PRODUCT C PRODUCT D PRODUCT E
Buy
Keep
Sell ?
Dropped
Checked
What To do?
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12. ? GE-McKinsey Matrix charts PRODUCT A PRODUCT B PRODUCT C PRODUCT D
PRODUCT E
Buy
Keep
Sell ?
Dropped
Checked
What To do?
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13. 2 1 3 Ungrouping the object Right click the object.
Choose Group and then Ungroup.
Click beside the object and drag the arrow over it.

14. 3 2 1 Edit Color Right click the object
Choose Format Shape in the dialog box
Choose “Fill” in the Format Shape box then “Solid” or “Gradient” depending on the appearance of the object. Change colour as shown in the picture.

15. Change angle of light blue circle and shape effect of the shape1 2 4 3
Right click the object.
Click beside the Yellow pointer and drag the arrow over it.
In Home tab, Choose “Shape Effects” and then “Preset” depending on the appearance of the object. Change Preset as shown in the picture.

16. 2 1 3 Ungrouping the object Right click the object.
Choose Group and then Ungroup.
Click beside the object and drag the arrow over it.

17. 3 2 1 Edit Color Right click the object
Choose Format Shape in the dialog box
Choose “Fill” in the Format Shape box then “Solid” or “Gradient” depending on the appearance of the object. Change colour as shown in the picture.