The Boston Consulting Group's matrix has been expanded by management consultants McKinsey to better identify weaknesses and more effectively address them. McKinsey's matrix is also widely known as the 9-field matrix. However, in creating the analysis, market growth is replaced by market attractiveness and market share is replaced by relative competitive strength. The 9-field matrix is divided into 3 different zones: 1. Commitment: This zone contains the products that have a medium to high competitive position. Further success potentials of the articles are to be built up by investment and growth strategies. In this way, the competitive position can be strengthened at the same time. 2. the means release: With products, which exhibit only a small development potential in the long term the Abschöpfungs- and Disinvestitionsstragie is used. Everything that is located in less attractive markets and has an unfavorable competitive position is categorized into this zone. Further investments in the products of this sector are not very profitable. 3. selective approach: The Selective Approach is applied in the diagonal sector of the McKinsey Matrix. Offensive strategies are used for products in this sector to expand and strengthen the competitive position. Defensive strategies are used for competitors' products to prevent the market entry of competing products. In this transition, investment as well as absorption and disinvestment strategies are possible. Your choice of strategy depends on what you have planned for your product and whether you can expect an improvement in market position. The advantage of the detailed analysis is the consideration of both internal and external factors. However, in this matrix the factors and weightings are chosen subjectively. Another weakness: New competitors or technological advances may not be considered.