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Units that are making losses and those for which a turnaround plan is not feasible should be divested. In the example of the two units above, Unit A is in the "hold" category, and Unit B is in the "invest" category. Step 5. Forecast the future of the units The wisdom of business analysts is necessary to predict the outlook for any industry. For example, the matrix shows that Unit B is in the invest category. However, if the outlook for its industry shows that the market is likely to shrink and it might lose strength, Unit B would become much less attractive for investment. On the other hand, if the future scenario for Unit A shows that its industry is poised for growth, the unit, now placed in the "hold" category by the matrix, will become attractive for investment. GE-McKinsey Matrix vs. BCG Matrix The main advantage of the GE Matrix as a strategy tool is, of course, that it tries to answer the question of where scarce resources should be invested. It is more refined than the BCG Matrix as it replaces a single factor, "market growth, " with many factors under "market attractiveness. "