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MABA analysis
The big picture
A MABA analysis compares the relative market attractiveness (MA) of a business activity or product–market combination with business attractiveness (BA), as determined by the ability to operate in a specific product–market combination. The MABA matrix is a useful tool to assess strategic options and help determine which option is the preferred one for the organisation (Figure 40.1).
Figure 40.1 MABA analysis
When to use it
MABA analysis is used, in particular, to analyse and indicate new business opportunities. ...
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