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Module 1: Módulo 13: Las empresas matrices - Matriz de McKinsey y Matrix Shell

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Protect Position
Invest to grow at maximum digestible rate
Concentrate effort on maintaining strength
Build Selectively
Invest heavily in most attractive segments
Build up ability to counter competition
Emphasize profitability by raising productivity

Protect and refocus
Manage for current earnings
Concentrate on attractive segments
Defend strengths


Invest to build
Challenge for leadership
Build selectively on strengths
Reinforce vulnerable areas
Selectivity/ manage for earnings
Protect existing program
Concentrate investments in segments where profitability is good and risk is relatively low

Manage for earnings
Protect position in most profitable segments
Upgrade product line
Minimize investment


Build selectively
Specialize around limited strengths
Seek ways to overcome weaknesses
Withdraw if indications of sustainable growth are lacking
Limited expansion or harvest
Look for ways to expand without high risk; otherwise, minimize investment and rationalize operations
Divest
Sell at time that will maximize cash value
Cut fixed costs and avoid investment meanwhile