Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
The McKinsey Matrix is a model to perform a business portfolio analysis on the Strategic
Business Units of a corporation. Synonyms for this method are; GE Matrix, Business
Assessment Array and GE Business Screen.
WHAT IS A PORTFOLIO?
A business portfolio is the collection of Strategic Business Units that together form a corporation.
The optimal business portfolio is one that fits perfectly to the company's strengths and helps to
exploit the most attractive industries or markets.
Often, Strategic Business Units are portrayed as a circle plotted in the GE Matrix, whereby:
• The size of the circles represent the Market Size
• The size of the pies represent the Market Share of the SBU's
• Arrows represent the direction and the movement of the SBU's in the future
A SIX-STEP APPROACH FOR THE IMPLEMENTATION OF THE MCKINSEY MATRIX
1. Specify drivers of each dimension. The corporation must carefully determine
those factors that are important to its overall strategy.
2. Determine the weight of each driver. The corporation must assign relative
importance weights to the drivers.
3. Score the SBU's on each driver.
4. Multiply weights and scores for each SBU.
5. View resulting graph and interpret it.
6. Perform a review/sensitivity analysis. Make use of adjusted other weights and
scores (there may be no consensus).
SOME LIMITATIONS OF THE MCKINSEY MATRIX
• The valuation of the realization of the various factors.
• Aggregation of the indicators is difficult.
• Core Competences are not represented.
• Interactions between Strategic Business Units are not considered.