The General Electric (GE) matrix, assesses the attractiveness of brands by considering which two factors?

Question

Quizplus · Accepted Answer

The GE matrix assesses the attractiveness of brands by considering two factors: market attractiveness and competitive position. Market attractiveness refers to the potential of the market for growth and profitability, while competitive position refers to the brand's position relative to its competitors in the market. Together, these factors help evaluate the overall attractiveness of a brand and guide portfolio planning decisions.

The General Electric (GE) Matrix, Assesses the Attractiveness of Brands