The Matrix was pioneered by General Electric Co., with the aid of Boston Consulting Group and McKinsey & Co.
The matrix consists of 9 cells (3X3) and Two Key Variables :
• Business Strength
• Industry Attractiveness
Business Strengths :
• Product features/ Patents
• Market Share
• Profit Margins
• Price/ Quality Competitiveness
• Market Intelligence
Industry Attractiveness :
• Market Size & Growth
• Economies of scale
• Technology
• Social/ environmental aspects
• Competitive factors
If your enterprise falls in the green zone you are in a favorable position with relatively attractive growth opportunities.
A position in the yellow zone is viewed as having medium attractiveness.
