GE matrix:

1 Management can use the GE business matrix to classify SBU’s on the basis of two factors
a. Market attractiveness: Market size, entry barriers, competitors, technology and profit margin are some factors used to analyze the market attractiveness.
b. Business position can be determined on the basis of market share, SBU size, R&D capabilities and cost controls
Each cell in the model represented by the particular strategy namely, invest strategy, protect strategy, harvest strategy and divest strategy