This model of strategic evaluation captures the Product Life Cycle (PLC) or the evolution of the market with the competitive position of the firm. It thus made 15 cell matrixes with following two bases;
⦁ Stages of the product or market- development, growth, shake out, maturity and decline.
⦁ Competitive position of the firm- strong, average and weak.
15 Cell Figure
The cells in the diagram are numbered only in order to be able to identify them in the following discussion. The general strategic principles illustrated are:
⦁ Push: Invest Aggressively for Cells 1, 2,4,5,7.
⦁ Caution: Invest Selectively for Cells 3,6,8,10,11.
⦁ Danger: Harvest for Cells: 9, 12, 13, 14, 15.