For green field product assessment, I recommend using an improvised GE matrix to assess a portfolio of products. Rather than comparing Competitiveness against Market Attractiveness, compare Competency against Market Attractiveness of the product portfolio.
The factors that influence Market Attractiveness and Competency can be customized to your product or application environment with most of the factors for Market Attractiveness remain unchanged.
Market Attractiveness factors shall include:
1) Expected Growth Rate
2) Industry Margins (Profitability)
3) Inflation Impact
4) Global Opportunities
5) Required Investment*
6) Competition*
7) Industrial Rivalries
8) Revenue Sustainability/Repetitive
9) Opportunity Size
Competency (or Preparedness) shall include:
1) Investments
2) Experience
3) Staff
4) Skills
5) Culture
6) Sharing
7) Partnerships
8) Differentiator
9) Current Revenues
With the size of circles representing the market size, allocate a weightage based on criticality of each factor to determine the next action.
Using below matrix you may measure portfolio of both greenfield and existing products and opportunities.
The factors that influence Market Attractiveness and Competency can be customized to your product or application environment with most of the factors for Market Attractiveness remain unchanged.
Market Attractiveness factors shall include:
1) Expected Growth Rate
2) Industry Margins (Profitability)
3) Inflation Impact
4) Global Opportunities
5) Required Investment*
6) Competition*
7) Industrial Rivalries
8) Revenue Sustainability/Repetitive
9) Opportunity Size
Competency (or Preparedness) shall include:
1) Investments
2) Experience
3) Staff
4) Skills
5) Culture
6) Sharing
7) Partnerships
8) Differentiator
9) Current Revenues
With the size of circles representing the market size, allocate a weightage based on criticality of each factor to determine the next action.
Using below matrix you may measure portfolio of both greenfield and existing products and opportunities.
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