Multi-Business Strategy. Multi-regional strategy. Lecture Outline. What is Portfolio Management What is Portfolio Analysis Boston Box McKinsey/GE Matrix AD Little Life-Cycle Matrix. Portfolio Management.
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“ the strategic units that make up the company and the attempts to evaluate current effectiveness and vulnerabilities” (McDonald et al, 1992)
To enjoy continued strong cashflow. Relatively high market share / low market growth rate ‘Cash Cow’ opportunities should be able to maintain market share at or around existing levels
To grow the business. Relatively low relative market share / high market growth rate ‘Question Mark’ opportunities need investment in order to grow.
To develop short term cashflow irrespective of the long term damaging effect to the product or business. This strategy is appropriate for any weak products where disposal in the form of a sale is unavailable or not preferred due to high exit barriers
To change the capital of the business and allow resources to be used elsewhere
Long-term industry attractiveness
Business strength/competitive position
Business Strength/Competitive Position
General Electric’s Business Screen
Source: Adapted from Strategic Management in GE, Corporate Planning and Development, General Electric Corporation. Used by permission of General Electric Company.
Portfolio Matrix for Plotting Products by Country