PQR Group Range SBU 1 SBU 2 SBU 3 SBU 4

Competitive Positioning H ig h 1-9 3.3 6.6 5.3 5.5

Market Attractiveness 1-9 3.1 4.6 6.4 4.5
Market Size (Value in bubble) 1-5 5 2 3 2

GE MATRIX - PQR Group - Corporate A

M e d iu m

SBU 1 SBU 2 SBU 3 SBU 4

9.0
Low
Market Atractiveness

6.0

3.0

0.0
0.0 Low 3.0 Medium 6.0 HighCompetitive Positioning
9.0
 SBU Sco
Co: PQR Group
Unit: Corporate A SBU 1 SBU
A MARKET ATTRACTIVENESS Value Rating Weight Description Value

A.1 Market Size (R000,000's) 80 9 1 Normal 30

A.2 Market Growth Rate 5% 6 3 Critical 5%
A.3 Demand Variability 40% 1 3 Critical 30%
A.4 Industry Profitability 10% 3 3 Critical 25%
A.5 Industry Rivalry 1-V-High 1 3 Critical 3-M-High
A.6 Global Opportunities 2-V-Low 2 1 Normal 7-M-High
WEIGHTED AVERAGE RATING: 3.14

B COMPETITIVE POSITIONING Value Rating Weight Description Value

B.1 Market Share 0% 1 1 Normal 20%

B.2 Growth Trend in Market Share 0% 5 2 Important 35%
B.3 Brand Equity 7-Low 3 3 Critical 3-M-High
B.4 Access to Distribution Channels 3-Low 3 3 Critical 7-M-High
B.5 Production Capacity 3-Low 3 2 Important 6-H-Med
B.6 Profit Margins vs Competition 4 -5% 4 1 Normal 6 +5%
WEIGHTED AVERAGE RATING: 3.25

C MARKET SIZE INDICATORS 80 5 30

SBU Scorecard
SBU 2 SBU 3 SBU 4
Rating Weight Description Value Rating Weight Description Value Rating

4 1 Normal 50 6 1 Normal 30 4
6 3 Critical 5% 6 3 Critical 5% 6
3 3 Critical 10% 7 3 Critical 20% 5
6 3 Critical 25% 6 3 Critical 15% 4
3 3 Critical 6-L-Med 6 3 Critical 3-M-High 3
7 1 Normal 8-High 8 1 Normal 5-Med 5
4.64 6.36 4.50

Rating Weight Description Value Rating Weight Description Value Rating

3 1 Normal 10% 2 1 Normal 20% 3

8 2 Important 5% 6 2 Important 5% 6
7 3 Critical 3-M-High 7 3 Critical 5-Med 5
7 3 Critical 4-L-Med 4 3 Critical 5-Med 5
6 2 Important 5-Med 5 2 Important 7-M-High 7
6 1 Normal 7 +10% 7 1 Normal 7 +10% 7
6.58 5.33 5.50

2 50 3 30 2
SBU 4
Weight Description

1 Normal
3 Critical
3 Critical
3 Critical
3 Critical
1 Normal

Weight Description

1 Normal
2 Important
3 Critical
3 Critical
2 Important
1 Normal
 MARKET ATTRACTIVENESS TABLES COMPETITIVE POSITIONING TABLES WEIGHTING FACTORS MARKET SIZE INDICATORS MARKET SEGMENTS

Ref Description Rating Score Weight Ref Description Rating Score Weight Ref Importance Weight Ref Mkt Size Score Ref Segment Name

A Market Size 0 1 1 A Market Share 0% 1 1 1 Normal 1 A 0 1 1 SBU 1

10 2 1 10% 2 1 2 Important 2 20 2 2 SBU 2
20 3 1 20% 3 1 3 Critical 3 40 3 3 SBU 3
30 4 1 30% 4 1 60 4 4 SBU 4
40 5 1 40% 5 1 80 5
50 6 1 50% 6 1
60 7 1 60% 7 1
70 8 1 70% 8 1
80 9 1 80% 9 1

B Market Growth -100% 1 3 B Market Share Growth -100% 1 2

-35% 2 3 -35% 2 2
-20% 3 3 -20% 3 2
-5% 4 3 -5% 4 2
0% 5 3 0% 5 2
5% 6 3 5% 6 2
20% 7 3 20% 7 2
35% 8 3 35% 8 2
50% 9 3 50% 9 2

C Demand Variability 0% 9 3 C Brand Equity 1-V-High 9 3

5% 8 3 2-High 8 3
10% 7 3 3-M-High 7 3
15% 6 3 4-H-Med 6 3
20% 5 3 5-Med 5 3
25% 4 3 6-L-Med 4 3
30% 3 3 7-Low 3 3
35% 2 3 8-V-Low 2 3
40% 1 3 9-Zero 1 3

D Industry Profitability 0% 1 3 D Channel Access 1-Zero 1 3

5% 2 3 2-V-Low 2 3
10% 3 3 3-Low 3 3
15% 4 3 4-L-Med 4 3
20% 5 3 5-Med 5 3
25% 6 3 6-H-Med 6 3
30% 7 3 7-M-High 7 3
35% 8 3 8-High 8 3
40% 9 3 9-V-High 9 3

E Industry Rivalry 1-V-High 1 3 E Production Capacity 1-Zero 1 2

2-High 2 3 2-V-Low 2 2
3-M-High 3 3 3-Low 3 2
4-H-Med 4 3 4-L-Med 4 2
5-Med 5 3 5-Med 5 2
6-L-Med 6 3 6-H-Med 6 2
7-Low 7 3 7-M-High 7 2
8-V-Low 8 3 8-High 8 2
9-Zero 9 3 9-V-High 9 2

F Global Opportunities 1-Zero 1 1 F Profitability vs Comp 1 -20% 1 1

2-V-Low 2 1 2 -15% 2 1
3-Low 3 1 3 -10% 3 1
4-L-Med 4 1 4 -5% 4 1
5-Med 5 1 5-Same 5 1
6-H-Med 6 1 6 +5% 6 1
7-M-High 7 1 7 +10% 7 1
8-High 8 1 8 +15% 8 1
9-V-High 9 1 9 +20% 9 1