The GE matrix is a strategy tool used by multi-business corporations to evaluate the market position and profitability of their business units. It analyzes each unit based on industry attractiveness and competitive strength. Industry attractiveness considers factors like growth, size, and profitability. Competitive strength examines a unit's market share, brand strength, and profitability versus rivals. The matrix helps companies prioritize investments by identifying units in attractive industries with strong competitive positions or those needing improvements.