Lucintel creates your equation for growth by providing clear understanding of value chain, market forces, competitive landscaping and industry attractiveness. We conduct unbiased evaluation of the current market conditions and need for your product within its potential markets. As a result of our research (primary and secondary research on complete value chain including customers, suppliers and competitors), we provide strategic insights and road map for success for sustained growth in the potential markets.
The General Electric Company, with the aid of the Boston Consulting Group and McKinsey and Company, pioneered the nine cell strategic business screen illustrated here. The vertical axis represents the industry attractiveness. Factors such as the bargaining power of the buyers and the suppliers, the internal rivalry and the threat of new entrants and substitutes are weighed and considered. The horizontal axis represents the firm's strength or ability to compete in the industry. The competitive strength includes an analysis of the value and quality of the offering, its market share, staying power, experience, etc.
Both axes are divided into three segments, yielding nine cells. The nine cells are grouped into three zones:
- The Green Zone consists of the three cells in the upper left corner. If your enterprise falls in this zone you are in a favorable position with relatively attractive growth opportunities. This indicates a "green light" to invest in this product/service.
- The Yellow Zone consists of the three diagonal cells from the lower left to the upper right. A position in the yellow zone is viewed as having medium attractiveness. Management must therefore exercise caution when making additional investments in this product/service. The suggested strategy is to seek to maintain share rather than growing or reducing share.
- The Red Zone consists of the three cells in the lower right corner. A position in the red zone is not attractive. The suggested strategy is that management should begin to make plans to exit the industry.
Business Strategy Matrix
