G.E. multi factoral analysis is a technique used in brand marketing and product management to help a company decide what product(s) to add to its product portfolio. It is conceptually similar to B.C.G. analysis, but somewhat more complicated. Like in BCG Analysis, a two dimensional portfolio matrix is created. But with the GE model the dimensions are multi factoral. One dimension comprises nine industry attractivness measures, the other comprises twelve internal business strength measures. Each product, brand, service, or potential product is mapped in this industry attractiveness/business strength space. The GE multi factoral model was first developed by General Electric in the 1970s.