GE / McKinsey matrix: make trade-offs between several businesses

When to use it

• You run several products or activities with limited resources.
• You must justify your investment trade-offs.
• You want a finer ranking than a four-box matrix.

How to do it, step by step

1. List your businesses or products.
2. Choose criteria for market attractiveness (size, growth, competition…) and for business strength (market share, know-how, profitability…).
3. Score each business on each criterion, with weightings.
4. Place each business in the 9-box grid.
5. Decide: invest, select, or harvest and withdraw.

Example

A business in a fast-growing market where the company is already well placed: invest. A business in a declining market where it is weak: consider withdrawing.

In FluidOps

In FluidOps' “Other tools” tab, fill in the board with your team, save it and export it as PNG or PDF.

Try it in FluidOps →

Going further

• 5 criteria so you don't pick the wrong project management tool
• Project performance indicators: the ones that actually matter

Same family

• OKR
• Opportunity Solution Tree (OST)
• Shape Up
• Ansoff matrix
• All methods
• Start from your problem: which tool for which problem?