General Electric (GE) Business/Industry Fit Matrix


A matrix developed by General Electric Company to establish the suitability of markets to a business.
Source: SGCS Ltd.,
Subject: Strategy/Frameworks

One way of using this framework is to adopt the following steps:

  1. SWOT analysis
  2. Score external factors
  3. Weight the scores
  4. Compare internal factors (market share, market strength, manufacturing, R&D, distribution, after sales, finance, image, product range, labor relations, workforce skills, age of plant, etc.)
  5. Plot the results (market size, market growth rate, cyclicality of market, intensity of competition, barriers to entry, margins, state of technology, social, political and economic environment)
  6. Allow for future plans

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