11.3 GE/McKinsey Portfolio (Figure 11-8)

 
Product Line ID Market
Attractiveness
Competitive
Advantage
Product A
A
65.8
54.8
Other
B
0.0
0.0
Other
C
0.0
0.0
Other
D
0.0
0.0
Other
E
0.0
0.0
Other
F
0.0
0.0
Other
G
0.0
0.0

Note: For move than one product, you will needed to estimate the market Attractiveness and Competitive Advantage separately for each product. For each set of data, you can save it in the table above.

Very Unattractive Unattractive Somewhat Unattractive Somewhat Attractive Attractive Very Attractive
0 20 40 60 80 100
Market Attractiveness Index
Market Attractiveness Factors Market Attractiveness Rating Relative
Importance
Market Attractiveness Score
Market Forces Sum to 100%
Market Size
80
40
%
32
Market Growth
60
30
%
18
Buyer Power
40
30
%
12
Market Forces Total
62
   x Relative Importance of Market Forces
30
%
18.6
Competitive Intensity Sum to 100%
Price Rivalry
40
40
%
16
Ease of Entry
80
30
%
24
Substitutes
60
30
%
18
Competitive Intensity Total
58
   x Relative Importance of Competitive Intensity
40
%
23.2
Market Access Sum to 100%
Customer Familiarity
80
40
%
32
Channel Access
100
30
%
30
Sales Force Capabilities
60
30
%
18
Market Access Total
80
   x Relative Importance of Market Access
30
%
24.0
Market Attractiveness Index
65.8
Competitive Advantage Index
Competitive Advantage Competitive Advantage Rating Relative
Importance
Competitive Advantage Score
Differentiation Advantage Sum to 100%
Product Quality
80
40
%
32
Service Quality
60
30
%
18
Brand Image / Reputation
80
30
%
24
Differentiation Advantage Total
62
   x Relative Importance of Differentiation Advantage
40
%
18.6
Cost Advantage Sum to 100%
Cost per Unit
40
70
%
16
Transaction Costs
60
20
%
24
Marketing Expenses
60
30
%
18
Cost Advantage Total
58
   x Relative Importance of Cost Advantage
40
%
23.2
Marketing Advantage Sum to 100%
Market Share
40
40
%
32
Brand Awareness
40
40
%
30
Distribution
20
30
%
18
Marketing Advantage Total
80
   x Relative Importance of Marketing Advantage
20
%
24.0
Competitive Advantage Index
65.8
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