Amin Reza Kamalian - Associate Professor, Department of Management, University of Sistan & Baluchestan, Zahedan, Iran
Meisam Ghasemnezhad - MA Entrepreneurship, Department of Management, University of Sistan & Baluchestan, Zahedan, Iran

Today, competitive advantages of businesses with various products aredependent on a competitive analysis and developing a relevant strategy. One ofthe effective frameworks by which one can assess business portfolios is theGeneral Electric (GE) Matrix, which itself focuses on two aspects namelymarket attractiveness and the business strengths. Therefore, this study askswhat is the contribution of each of Chabahar Fishery Cluster’s business units,as far as the competitive advantages and relevant strategies of each unit areconcerned? The objective of the study is then defined as how to identify thegap between market attractiveness in fishing industry and potentials ofChabahar Fishery Cluster and to provide appropriate strategies in line with theGE Matrix. Chabahar Fishery Cluster’s managers have been chosen as thetarget statistical population of the study. Marketing Management software isused to analyze data and results show those units which produced canned fishenjoyed better positions among other parts of the Cluster.

General Electric (GE) Matrix, businesses potentials, theindustries’ gravity, portfolio analysis, Marketing Management software