What is an ADL matrix?

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From this search, the technique of portfolio analysis was born. ADL Matrix Also known as the industry maturity matrix. It was developed at the consulting firm Arthur D. Little in the 1970s. The ADL matrix philippines phone directory search concept developed by this firm is based on the premise that the ability of a product to generate profits for an organization is determined, on the one hand, by the competitive position of the company and, on the other, by the degree of maturity of the sector. The stronger the competitive position of a product, the greater its ability to generate surpluses. It should also be noted that the concept of product life cycle phase is relevant in this case.

ADL Matrix Structure

The ADL matrix is ​​built from two variables: the competitive position of the company (or the degree of competitiveness of the product) and the degree of maturity of the sector.

dominant - controlling the behavior of competitors,
strong - to pursue a policy on the basis of the choice made and at the same time not risk losing the position in the long term,
beneficial - the execution of the strategy and the maintenance of a stable position in the long term,
unfavorable - going concern clarification, resulting from sufficiently good performance, allowing to benefit from the general tolerance of stronger competitors,
marginal - despite unsatisfactory results to allow improvements, which must be significant.
The second variable consists of the four phases of the product life cycle:



boot,
growth,
maturity,
slope.
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