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Matrix Retainers
GE Electric
Mapping GE business units on a BCG Matrix
BCG matrix is developed based on the product life cycles and gives a hint of what areas should the business give priorities among the product portfolio (Hambrikc et al., 1982, p. 452). For the company to have a long term growth there must be strategies to that target business units which have high product growth which need cash input (Anoldo and Nicolas 1983, p. 50). In other words, BCG matrix ensures that the company prioritizes the areas that are likely to generate more. To map GE business in a BCG matrix, it is first important to understand the various business areas in details and their percentage revenue collection to the company.
General Electric can be described as a large conglomerate which is made up of five distinct divisions or business units specializing in different business areas. A business unit can be described as a division, product line, or a profit center which operates within the parent company. Different business units within a parent company are given authority to operate independently but with a degree of control from the parent company. Their viability depends on the cost of revenue contribution to the company. The following are the main business units in GE and their revenue contribution to the company.
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GE technology Infrastructure
This business unit contributes about 6% of the total revenues in the company. It is mainly engaged in development of technologies specifically for transportation infrastructure. It is made up of GE aviation producing jet engines, military and commercial aircrafts; GE transportation producing locomotives; and GE water which manufactures pumps, filters, and other water equipments.
ii. GE Energy Infrastructure
This unit contributes 2% of the total company revenues. It is engaged in manufacture of equipments for energy companies. It is made up of GE Energy which sells energy technologies like gas turbines, generators, and others. GE Oil and Gas on the other hand supplies drilling systems equipments, compressors, and others.
iiii. NBC Universal
This business unit contributes 5% of the total revenues. It is among four leading US broadcasting networks. With 80% of the shares, GE has management influence in the company which has won exclusive rights to broadcast major events like Olympics, NFL and others.
iv. GE Capital Finance
Capital Finances is the most important unit in the company in terms of finance. It contributes more than 26% of the total revenues although it has been badly hit by the current financial crisis.
v. GE Consumer and Industrial
This business segment contributes about 21% of the total business revenues. It mainly produces appliances, industrial equipments and others.
According to the 2009 financial report, the following were the revenue contribution by different segments of the company.
Placing GE products in a BCG matrix will generate four main categories. These include:
i. Stars
The units that fall under stars are those which have high growth rate and a dominant market share (Arnoldo and Nicolas 1983, p. 47). These units require additional resources for growth.
In GE, one unit in this category is Capital finance. GE Capital Finance contributed 26% of the company earnings according to 2009 financial report. This unit has a dominant market share in the financial market and requires additional resources to function effectively.
Technology Infrastructure unit also falls under this category. Quarterly report shows that Energy infrastructure has recorded a 13% growth in profit which is considerably low compared to past performance but the segment retains a commanding market share of 21% after Phillips and Siemens
ii. Cash Cows
Business units falling under this category have a low growth but a dominant market share (Arnoldo and Nicolas 1983, p. 48). They generate surplus resources which are allocated to other business units. In GE, Technology Infrastructure unit has a low growth due but generate more revenues. This business unit has 50% of the market share and generates more than 26% of the revenues (NYU STERN 2002, p 6).
iii. Dogs
Business units that fall under this category have a low/declining market and have a subordinate market share (Arnoldo and Nicolas 1983, p. 49). GE business units among this sector include Consumer and Industrial units. Consumer and Industrial unit has been one of the key pillars of the company but recently it has recorded dismal performance with declining market share.
iv. Question Marks
Business units falling under this category operate in a high growth market but have a low market share (Arnoldo and Nicolas 1983, p. 57). The unit that can be place in this category is NBC Universal which despite operating in a high growth market, it has a low market share. NBC universal has been a drag in GE non financial portfolio with the quarterly financial report showing a 41% decline in profit.
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