The GE matrix helps a strategic business unit evaluate its overall strength. Each product, brand, service, or potential product is mapped in this industry attractiveness/business strength space.

The GE matrix is essential to any company or investor who is interested in making the best decisions about their products or investments. The matrix lets you understand what type of product or investment you have and therefore take actions to protect or improve your products or investments and generate better results from your overall product or investment mix.

Along with learning how the GE matrix works you will also learn how to build an automated GE matrix in excel that can be updated as your products, company or investments evolve and change over time.