This document presents information on the GE 9 Cell Matrix, which is used to analyze a business unit's strength and industry attractiveness. It describes the three levels of the matrix - Grow, Hold, and Harvest - and explains their characteristics. Business units in the Grow category attract high investment as they have strong business strength and operate in highly attractive industries. Hold units require moderate investment as they have average strength and attractiveness. Harvest units have weak business positions in unattractive industries and receive low priority and investment. The matrix helps prioritize where to allocate resources and determine appropriate strategies for business units based on their classification.

1. PRESENTATION ON MATRIX
Presented By-
Manish
Chaubey
PGDM

2. BCG Matrix
GE 9 Cell Matrix
Ansoff Matrix

3. BCG Matrix

5. STRUCTURE IN GE 9 MODELThere are three phases or levels which determines GE 9 cell
matrix are :
Grow.
Hold.
Harvest.
Business unit strength (Horizontal):
Strong.
Average.
Weak.
Industry attractiveness (Vertical):
High.
Medium.

6. GROW OPERATION
Grow :--
Business unit that falls under it attract high investment.
Firms may go for product differentiation or cost
leadership.
Huge cash is generated in this phase.
Market leaders exist in this phase.
It integrates a large variety of strategic variables like the
market share and industry size.

7. HOLD OPERATION
Hold :--
It attract moderate investment.
 These business units are often considered last as
there’s a lot of uncertainty with them.
Market segmentation, market penetration, imitation
strategies are adopted in this phase.
Followers exist in this phase.

8. HARVEST OPERATION
Harvest :--
Business units that falls under this phase are
unattractive.
Low priority is given in these business units.
Companies only invest in them if they generate enough
cash to equal the investment amount, otherwise, they
may be liquidated.
Some firms are using technologies to facilitate the
process of divesting some divisions.
Diversification, mergers are also adopted in this phase.

9. BUSINESS STRENGTH
Current market share.
Brand image.
Production capacity.
Corporate image.
Corporate margins relative to
competitors.
Promotional effectiveness.
Business Strength

10. INDUSTRY ATTRACTIVENESS
Annual market growth rate.
Overall market size.
Market structure.
Market rivalry.
Global opportunities.
IndustryAttractiveness

11. Industry attractiveness of coke when is
high then the relative strength is strong.
External investors when investing money
in the coke company they see the level of
the attractiveness which varies directly
with competitive strength.
As the firm’s attractiveness level is high
and strength is also strong then
investment can be done in R&D, for the
development of new product , packaging
etc.
Application

12. When the market attractiveness and company
position are high then they are able to utilize
the resources more effectively and efficiently.
The company growth determines the increase
in productivity of a product by attracting more
customers
When the company is in harvest position it is
in loss and it is unable to organize the
planning properly, thereby resulting in a
negative impact in it’s growth.
Company like coke take wise step to
strengthen it’s position and gain a favorable
outcome by attracting the product in wide
FACTORS IN GROWTH AS WELL AS
LOSS

14. •All these Matrix are very useful for the top level
managers
•Investment risk can be minimized
•Prioritization of sectors can be done for the
investment
•Can also be used to know about the position of
our business where it stands.