GE-McKinsey Matrix
The GE-McKinsey matrix extends the BCG idea with more than one measure on each axis. Industry attractiveness and competitive strength are each built from four or more weighted factors, so the grid reflects the judgement of the people scoring it, stated openly.
Everything above runs in your browser and saves to this device only. It opens on the business units of a European hotel group. Edit the factors and weights to fit your industry.
How it works
Each business unit is scored from 1 to 5 on every factor. The weights on each axis share 100 points.
Grid lines at 2.33 and 3.67 split each axis into low, medium, and high
The three top-left boxes suggest investing to grow, the diagonal suggests selective investment, and the three bottom-right boxes suggest harvesting or divesting. Competitive strength runs high on the left, as in the original grid.
Frequently Asked Questions
What is the GE-McKinsey matrix?
The GE-McKinsey matrix is a nine-box portfolio grid developed by McKinsey for General Electric. It rates each business unit on industry attractiveness and competitive strength, each built from weighted factors, and suggests whether to invest, invest selectively, or harvest.
How do you calculate GE-McKinsey matrix scores?
Choose factors for each axis, weight them to total 100, and score each business unit from 1 to 5 on every factor. Each axis score is the weighted mean, and the grid divides each axis at 2.33 and 3.67.
What is the difference between the GE-McKinsey and BCG matrices?
BCG uses one measure per axis, market growth and relative share, and has four boxes. GE-McKinsey builds each axis from four or more weighted factors and has nine boxes, so it suits businesses where growth and share alone mislead.
What do the three zones of the GE-McKinsey matrix mean?
The green zone, top left, means invest and grow. The amber zone, on the diagonal, means invest selectively and manage for earnings. The red zone, bottom right, means harvest or divest.
Is this GE-McKinsey Matrix free?
Yes. The GE-McKinsey Matrix is free and opens straight away in any modern browser, including on a phone. Scores save on this device only and export as PNG, PDF, or CSV.