ABSTRACT
There are a range of alternative models such as the GE matrix, or marketing attractiveness business position model (Figure 5.4); however, this is more of a strategic level model. This model indicates levels of market share on the same basis and will ultimately be able to indicate high, medium or low levels of marketing attractiveness. In using this, organizations will be able to potentially establish market attractiveness and different levels of growth, which will indicate the need to either invest and grow or divest and harvest.
