Each DAS is analyzed starting from two dimensions: the attraction of the Gone and the competitive Position.

The attraction of the market depends on its size, its growth, its profitability, the barriers at the entry, the intensity of competition, the development of technologies…

The competitive position depends on the Market share of the company, of the evolution of this market share, the quality of the market products, the fidelity of the customers, the structure of the costs…

Explanation of the graph

• the restricted parking zone corresponds if the attraction of the sector and competences of the company are important. It is then necessary to invest to support the growth.
• the green zone represents situations of average attraction. The rule is the status quo.
• the yellow zone represents situations of little interest. It is then necessary probably to collect before giving up.

The surface of the circles is proportional to the size of the sector, and the coloured part represents the market share of the company.

The arrows represent the awaited position of each medium-term DAS (3-5ans).

The Matrix Mc Kinsey gives general strategic answers but does not give strategy marketing.