GE McKinsey matrix

The GE McKinsey matrix helps managers compare options (e.g., products, initiatives, divisions, segments) on a two-dimensional map, with multiple factors underlying each dimension. Historically, managers used industry attractiveness and business strength to rate company divisions, but the model can be used in a variety of contexts.

Try it!

Test the GE McKinsey matrix on a sample data set and see for yourself

Key features

Dynamic ratings

The GE McKinsey matrix can not only map objects (e.g., products, segments or divisions) in a static map, but may also display dynamic ratings if available. That allows you to display historic trends, managerial objectives or projections in a single map.

Market shares

If market shares (or share-of-wallet data) are available, they can be displayed directly in the GE McKinsey matrix.

Multiple weights

Each axis of a GE McKinsey matrix is a combination of multiple underlying factors, each with its own subjective importance. These importance weights can easily be manipulated in Enginius to generate multiple matrices from the same data, for instance by specifying short-term vs. long-term importance of each factor, or by mapping the assessment from the marketing department vs. the one from the sales organization.

Case studies

Addison Wesley Longman

Publisher Addison Wesley Longman (AWL) is trying to determine how to prioritize promotional resources for three new textbooks. Using the GE McKinsey Matrix, AWL must determine which book(s) best match its strategic objectives.


Headquartered in Cincinnati, OH, Convergys is one of the world’s leadin providers of contract-based business process outsourcing services such as customer care (both inbound and outbound call handling for sales, marketing, and tech support),


Suzlon is a global player in the wind turbine industry. Suzlon must determine how its offerings compare to its competitors and what international markets to pursue.