![]() ![]() Open Access This is an open access article distributed under the CC BY-NC license ( ). The results of the study revealed that the feasibility study by using GE-Matrix gained positive recommendation with a high score and the business loca-tion was eligible to be opened Copyright © 2021, the Authors. This matrix or GE Matrix is a variant of the Boston Consulting Group (BCG) portfolio analysis. As a re-search site, this study was done in one of the SMEs in Bandung. In the 1970s, General Electric (GE) commissioned McKinsey & Company to develop a portfolio analysis matrix for screening its business units. Feasibility studies of site selection were conducted on certain location, market potential, territory, competition, risk, and financial projections (BEP, payback period, and profitability index). It employed parameters that have been modified by using market attractiveness and fi-nancial projections. This study applied a case study with qualitative approach involving GE-Matrix as the tool to make decision. Regarding this, a feasibility analysis of site selection is required when deciding between alterna-tive business locations. is a comprehensive financial services firm committed to helping our clients improve their long-term financial success. It also depends on manage-ment’s ability to see the potential location, demands, market competitiveness, and business feasibility study performance. ![]() This is a significant financial investment because, in addition to the market share and growing a company, establishing a business network carries the risk of failure. Commencing a new business network is a challenging task because it may have an effect on the company’s long-term viability. ![]()
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