G.E. Multi Factoral analysis

G.E.Multi Factoral Analysis is a technique used in brand marketing and
product management to help a company decide what product(s) to add to its
product portfolio. It is conceptually similar to B.C.G. Analysis, but
somewhat more complicated. Like in BCG Analysis, a two dimensional portfolio
matrix is created. But with the GE model the dimensions are multi factoral.
One dimension is comprised of nine industry attractivness measures. The
other is comprised of twelve internal business strength measures. Each
product, brand, service, or potential product is mapped in this industry
attractiveness/business strength space. The GE Multi Factoral model was
first developed by General Electric in the 1970's.

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