Industry Attractiveness- Business Strength Matrix

• Industry Attractiveness
Market growth rate
Market size
Demand variability
Industry profitability
Industry rivalry
Global opportunities
Macroenvironmental factors
• Business Unit Strength
Market share
Growth in market share
Brand equity
Distribution channel access
Production capacity
Profit margins relative to competitors
 BUSINESS UNIT STRENGTH
HIGH MEDIUM LOW
I
ND
US
T HIGH
RY
AT
TR
AC MEDIUM TOI
T (Selective
I V
growth)
EN
E S LOW
S