Developing and diversifying the competence of a strategic marketing system in tourism

"Network Attractiveness and Competitive Position" Matrix created by "General Electric" Company.²
In this "Network attractiveness / competitive situation" matrix, each business unit is determined based on the position and strengths of the unit in competition, as well as a quantitative assessment of the long-term attractiveness of the network. An alternative approach that overcomes some of the shortcomings of the BKG-growth rate matrix is proposed by the General Electric (GE) company. This nine-cell matrix, developed (in collaboration with the consulting firm Mc Kensly and Company) to analyze its diversification portfolio, is located in a two-dimensional system of coordinates, that is, it shows the competitive position and strengths of a specific business and the attractiveness of the network. shown. Both its vertical and horizontal elements suggest a complex of units rather than identifying single indicators. Criteria for determining long-term network attractiveness include:
 market size and its growth rate, technological requirements;
 competitive power;
 incoming and outgoing barriers, seasonal and periodic fluctuations; the need for capital investments;
 opportunities and threats of developing industries;
 includes social, environmental factors and the effects of state regulation.


Such an instruction is considered valuable for the management of the company's portfolio in the future. does not take into account implementation issues. Another disadvantage of this matrix is that it is not possible to identify the types of businesses ready to win, because their network is in the initial phase of the rapid growth stage.

1^ https://lex.uz/

2^ http://lib.jizpi.uz/