NTA-NET (UGC-NET) Commerce (08) Marketing Management-Strategic Marketing Planning Study Material (Page 2 of 2)

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Corporate Strategy: Industry Attractiveness, Business Unit Strength, Strategic Implications, Advantages

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Corporate Strategy

  • It was developed as the result of consulting agreement with General Electric.
  • The Mckinsey and company developed it in 1960.
  • It is nine cell portfolio matrix used as a tool for screening GE large portfolio of SBU.
  • It is similar to BCG matrix because it maps SBU on grid of industry and the position of SBU.
  • It is improvement on BCG matrix in following ways:
    • The generalisations in GE matrix are “industry attractiveness” and “strength of business unit”
    • It has nine cell as against four cells of BCG matrix.
Industry Attractiveness

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