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Strategic Analysis through the General Electric/McKinsey Matrix: An Application to the Italian Fashion Industry

机译：通过通用电气/麦肯锡矩阵进行战略分析：在意大利时装行业中的应用

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摘要

Introduced in the early Seventies as a specific framework for the evaluation of investment opportunities as part of product portfolio management, the General Electric/McKinsey Matrix is still widely used for the analysis of competitive scenarios. In this study, this managerial tool is applied to the apparel sector and four well-known Italian fashion companies are analyzed. The procedure for creating the matrix is described and a detailed presentation is made, for each company over a five-year-period, of the results relative to the two typical dimensions of the matrix: business competitiveness and industry attractiveness. Considering the current tendency of the majority of fashion and luxury companies to internationalize and develop multi-product and multi-brand diversification strategies, this study may be useful for marketers working in these sectors who intend to develop positioning and competitiveness analyses. Additionally, given the limited amount of academic studies on the application of this matrix to the fashion industry, this study can help fill that gap and describe the state of the art in the field, enriching the literature on the subject and creating new points of departure for future research. The paper presents results that, although they are based on a limited selection of companies, provide an accurate demonstration of the methodology applied and highlight a few differences found between the companies examined; in particular, between fashion brands with a very high positioning (“couture”) and those with a medium/high positioning (“diffusion” or “ready-to-wear”).
机译：通用电气/麦肯锡矩阵于70年代初引入，作为评估投资机会的特定框架，作为产品组合管理的一部分，至今仍广泛用于分析竞争情景。在这项研究中，这种管理工具被应用于服装行业，并分析了四家意大利知名时装公司。描述了创建矩阵的过程，并针对每家公司在五年内相对于矩阵的两个典型维度（商业竞争力和行业吸引力）的结果进行了详细介绍。考虑到大多数时尚和奢侈品公司当前国际化和开发多产品和多品牌多元化战略的趋势，该研究对于在这些行业中从事定位和竞争力分析的营销人员可能是有用的。此外，鉴于有关将这种矩阵应用于时装业的学术研究数量有限，这项研究可以帮助填补这一空白并描述该领域的最新状况，丰富有关该主题的文献并创造新的出发点以便将来研究。本文提出的结果尽管是基于有限的公司选择，但可以准确地说明所采用的方法，并强调了所检查的公司之间的一些差异。尤其是在定位较高的时装品牌（“高级定制”）和定位较高/中等的时装品牌（“扩散”或“成衣”）之间。

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