The MABA Analysis/GE Matrix explained

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This webinar explaines why the McKinsey invented the MABA Analysis and how best to use it in your strategical marketing planningsproces.
Also have a look at my other strategic marketing models for an in depth understanding:
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The BCG Model explained: • The BCG model explained
7S model of McKinsey: • 7S Model of McKinsey e...
SWOT Analysis explained: • SWOT analysis explained
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Thank you all for watching and good luck with your exams or business!

[@stephano24]

I am very grateful for your explanation

[@2tce]

Really helped for my Strategy exam prep.

[@sammyjus]

You're really doing a great work sir, very helpful.

[@martinasanchez480]

Thanks a lot! I've my business exam next week and I could finally get it. Greetings from Rotterdam! :)

[@user-wg7ud7uu1s]

Greeting from Ukraine! Thanks a lot for this video, you explained everything so understandable. This is the best video about GE Matrix I've found

[@PepijnSchoemakerWebinars]

Thank you!

[@eldaralizade1707]

Thank you very much for your detailed video!

[@aymenhamdis5991]

Thank you very much this really helped me for my exams

[@ajtedom5174]

by the way thank you for all your time given to provide us with this priceless work

[@dadangtriarsaputra42]

WOWW. Thanks a lot mate ! you so helpful for my thesis.

[@kayoxi]

Dankjewel voor jouw goede uitleg. Eindelijk begrijp ik de MABA analyse. Mijn positieve feedback is dat het zeer handig was dat je ons meenam stap voor stap in dit filmpje. Hoe de percentages werden gemaakt en het ezelsbruggetje MABA te onthouden MA = en BA= was ook handig, zal ik nooit meer vergeten. Alle beste!

[@PepijnSchoemakerWebinars]

kayode sunday graag gedaan

[@KrowiakRoger]

Nice one, thank you.

[@shafeeqahmed9884]

Thank you for the explanation.

[@sabasayed9297]

Your videos are really helpful, keep up the good work. 😇

[@PabloOjeda1952]

Dear Mr. Shoemaker, thank you very much for your excellent presentation. I wonder if any technological tools have been developed to automate MABA Analysis? Thank you.

[@PepijnSchoemakerWebinars]

Idk. I guess you can just make this in Excel the easiest way

[@anilaragbir6189]

Thank you so much for explaining this!

[@rajithadf]

It was really useful. Thank you

[@evocan]

another great video!

[@nawehmayhtoo9404]

Thank you so much.

[@giselagomez1615]

Very useful and clear! Thank you!! :)

[@ajtedom5174]

hello can we have a video on bleu ocean ? also it will be good if you give us a case study on how to apply this marketing plan

[@PepijnSchoemakerWebinars]

I will do in the near future!

[@mohameddonia6544]

well done and keep going .very professional instructor . could you please share an excel sheet Template for MABA MODEL

[@PepijnSchoemakerWebinars]

I am sorry. I don't have that. There is no standard format since it depends on your own choices, weights and scores...

[@firdausmlisman6880]

thanks you very much..

[@jbc7572]

cheers pal, very useful

[@PepijnSchoemakerWebinars]

Jamie BC Thank you. Good luck with your study!

[@steeveaihou8537]

Thanks a lot for the explanation. I've got all but not the part about circle. The cordinates are uselful to plot the point standing for the business. Right? What will indicate the radius or diameter of the circle?

[@PepijnSchoemakerWebinars]

Very good question! The coordinates (and thus the circels) indicate the position of the specific market (perhaps country), business unit or product market combination. The size of the circel is what you decide it is. For instance: Profit, turnover or Market size. If you take a country and the jeans market: then I prosume USA will be quite big, France avarege and the Netherlands very small. The 'piece of the pie' would be your marketshare, in that market/country. If you use it for one specific country and your position in that market, then the different circles would represent your SBU's or PMC's. FOr instance you are Suzuki and have three circles: Outboard Motors, Cars and Motorcycles. The circel represents the whole car market in unit sales (in that country) and the 'piece of the pie' is your market share whithin that circle. Ok?

[@steeveaihou8537]

@@PepijnSchoemakerWebinars I thank you for your rapid answer. Yes it's ok. It's great. Be blessed.

[@dulaniherath5971]

Very helpful

[@nitishsubramanian4184]

Can we have an exhaustive set of parameters for MA/BA and use a particular subset of parameters for a particular business? I mean different subset of parameters for different businesses, ensuring that the overall weight is 1?

[@PepijnSchoemakerWebinars]

Yes you can of you want. You would change the model a bit to your liking. Although the model was invented to use 5 parameters per axis. The forces you to choose and weigh only the very most important criteria... Try to do so. Of you can't, choose more. 5 is better though.

[@nitishsubramanian4184]

Just to confirm, I have 10 parameters as an exhaustive list, for business 'A' I choose a subset of 5 parameters and for business 'B' I choose a different set of 5 parameters. This is ok? If I do this where is the consistency? I thought all businesses need to be evaluated on the same set of parameters.

[@PepijnSchoemakerWebinars]

@@nitishsubramanian4184 No. The parameters should be the same for every 'circel' in you MABA. You can not differentiate those withing one model

[@nitishsubramanian4184]

@@PepijnSchoemakerWebinars cool, thanks a lot👍

[@daniemah351]

I don't really get why the weight has to sum up to 1 and the score to 100, what is the difference?

[@PepijnSchoemakerWebinars]

Could be 10 aswell... Or one. As long as you use the same figures at every row.

[@amoughprajapati6544]

When should the company use GE/ McKinsey Matrix

[@PepijnSchoemakerWebinars]

When they want to make investment decisions...

[@corne350]

Thankyou, very useful.

[@nghethuathandmade]

How can we determine the score for each market in the business attractiveness sheet?

[@PepijnSchoemakerWebinars]

That's what I explain, you yourself judge that with your analysis which you did before...

[@nghethuathandmade]

@@PepijnSchoemakerWebinars Thank you! So maybe we should be cautious to use this model as somehow we can manipulate the result?

[@PepijnSchoemakerWebinars]

@@nghethuathandmade There are so many different criteria that that should tackle some selffullfilment. And your external and internal analysis should be very thourough. This model fully leans on the insights and outcomes of that analysis and therefore should hold no suprises but rather combines and connects those outcomes and translates them in investing strategies.

[@tombkn_]

Hi, how do I cite this in Harvard style if I took the diagram from this video ? Thanks

[@PepijnSchoemakerWebinars]

What is 'the Harvard style'? What are the guidelines?

[@UnsoloTraveler]

Query: How did you decide on the numbers in the market attractiveness : eg: Market1 25,25,50,50,50. What was the reference or source of these numbers? Appreciate your help, Thanks

[@PepijnSchoemakerWebinars]

Hi Prakhar. That's the nice part of this model. You decide these numbers. These are the weights of importantness that you give them. So very important should be a high number whilst a low weight is not so important. Ok?

[@UnsoloTraveler]

Pepijn Schoemaker hi pepjin, I know how the weights work :) , my question was about the other numbers with whom the weights were multiplied with. How did you obtain those?Thanks. Btw your webinars are really useful. Eagerly waiting for your new updates!!

[@PepijnSchoemakerWebinars]

Prakhar Sinha Ok. Those are the scores. So, after your analysis you have to be able to give the certain country (for instance) a specific score on that criterium. This is also something you decide. But always give a good substantiation to that.

[@UnsoloTraveler]

Pepijn Schoemaker thank you so much for the swift reply :)

[@nienke7774]

Zijn de uitkomsten niet verkeerd in de matrix gezet? De 100 van business attractiveness staat bijvoorbeeld op de verticale as ipv de horizontale...

[@dr.walidsoula]

very nice job TY :)

[@annasolomon2185]

bedankt!

[@PepijnSchoemakerWebinars]

Anna Solomon graag gedaan!

[@rajithadf]

Can you explain about The Directional Policy Matrix please

[@PepijnSchoemakerWebinars]

Rajitha Fernando I'm not familiar with that model... So don't expect a video... :/

[@rajithadf]

Pepijn Schoemaker thank you for the reply...the way you explain is very impressive!!! Many thanks...really helpful!!

[@beard_yesman4231]

sorry i did not get .from where coming your wight and score? and how can make a table? appricatate for your respond

[@PepijnSchoemakerWebinars]

beard _ yes man You make up the scores and weights. Depending on your analysis. So if you found out there is an intense competition, you give it a score which fits this situation. If you think this is very importantant, you give it a high weight. So, this model is counting on your insights, your own analysis and your own businesscase. The only thing you can really measure exactly is the marketsize (the size of the circles). The other figures are being suggested by yourself.

[@beard_yesman4231]

hello and my full greeting for your respond i am really new with strategic but i am fully interesting .and i am study human resource management. if you can give me more example (case study )to get better understand.like you mentioned about market size i don't know how to measure . again accept my fully appreciate.

[@PepijnSchoemakerWebinars]

beard _ yes man The best is to look into a specific studybook. Books always have several study case as an example. Good luck with your study!

[@beard_yesman4231]

Pepijn Schoemaker any suggestion book

[@PepijnSchoemakerWebinars]

beard _ yes man Any strategic marketing book will do. Best find it in your own language.

[@chelseajones8009]

Yuu yu

[@chelseajones8009]

Yuu y