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.
see also product management, product portfolio, marketing, B.C.G. Analysis