Gurus On Marketing
Gurus On Marketing
Gurus On Marketing
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The nine cells of the General Electric Strategic Planning<br />
Matrix<br />
1 BS strong, MA high: Invest to grow.<br />
2 BS medium, MA high: Invest to build and reinforce<br />
vulnerable areas.<br />
3 BS weak, MA high: Build selectively. Capitalise<br />
on strengths and minimise<br />
any weaknesses.<br />
4 BS strong, MA medium: Invest in attractive segments.<br />
5 BS medium, MA medium: Focus on segments where<br />
profit is good.<br />
6 BS weak, MA medium: Limited expansion or harvest.<br />
7 BS strong, MA low: Manage for current earnings.<br />
8 BS medium, MA low: Protect positions in most<br />
profitable segments.<br />
9 BS weak, MA low: Divest.<br />
The above is adapted from Kotler ‘<strong>Marketing</strong> Management’ book.<br />
The GE matrix, because it deals with multi factors offers significant<br />
improvement over the Boston Consulting Group matrix. The problem<br />
in practice is to assign appropriate weighting to each factor affecting<br />
business strength and market attractiveness.<br />
140<br />
GURUS ON MARKETING