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Requirements: Develop a Multifactor Portfolio Matrix

Portfolio approach gives the useful tool for analyzing business performance. As the top manager of a multi-business firm, you apply such analytic skill to develop a GE multifactor portfolio matrix (exhibit 10-10) for your products/markets and based on analysis, at last you have to report to board the types of strategy you have made for your portfolio; i.e., a matrix quadrant(s) (exhibit 10-15). Though, the application of GE multifactor portfolio analysis has two levels: first at SBU level to find out the strategic perspective of different products/markets. At last, all SBU might be simultaneously positioned on the matrix to find out a corporate-wide portfolio.

The GE matrix has 5 steps:

One - Identify your products, brands, experiences, solutions, and SBU's within a chosen Corporation.

Two - Answer the problem, what makes this market so attractive?

Three - Decide on the factors that position the business on the GE matrix.

Four - Find out the best ways to measure attractiveness and business position.

Five - At last rank each SBU as either low, medium or high for business strength, or low, medium and high in relation to market attractiveness.


The aim of the assignment are twofold namely; to train students to understand steps of building up a GE multifactor portfolio matrix and on the other hands, through the discussions and work together with team members, to realize the actuality of a particular product/market/industry under such a matrix.


State clearly any assumptions you have made in developing your argument and prepare in a complete sentence. Essay writing format is necessary; that is a table of contents, introduction, conclusion and references.

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