GE/McKinsey Matrix Tutorial - Entering Your Data

Entering Your GE/McKinsey Matrix Data

Because the GE Matrix model requires a specific data format, users with their own data should review the pre-formatted template to learn about the appropriate structure.

The GE Matrix model requires:

• Horizontal rating data block that names the products or services (column labels) and their rated strengths in each market category (row labels).
• Vertical rating data block uses the same products/services as the Horizontal rating data (column labels).

In addition, the following data may also be used in the analysis:

• Horizontal dynamic data that names the products or services (column labels) and their evaluated strengths in each market category (row labels) as they are projected two years in the future.
• Horizontal weights allow the user to evaluate views from different groups or organizations (e.g. marketing and finance). Different groups in the organization often believe the various factors from the previous two sections have different levels of importance. The analysis can take this divergence of opinion into consideration and help illustrate how two different groups might disagree about the importance of a factor, which indicates the relative positioning of the business units or products.
• Vertical dynamic data uses the same structure as the Vertical rating data but contains the evaluated values as they are projected 2 years in the future.
• Vertical weights use the same column labels as Horizontal weights table and the same row labels as the Vertical dynamic table. This allows the user to weight organization input on the strength of the insight of the organization.
• Bubble sizes allows the user to specify relative market shares for each product category.
• Market Shares allows the user to specify the current market share held by each product or service.  These sizes affect the size of the bubbles in the final GE charts.

An example of the format of each type of data block: