The matrix will analyse a project at a higher strategic level but does not assist the analyst at a marketing level. It can be argued that one of the core competencies should be marketing but this does not look at the individual projects at the lower level.
The use of this tool could be seen, by some, to be too broad opposed to the BCG, which is often seen as too narrow.
Because the assessment of mission and core competencies is subjective, this matrix cannot be easily used to examine competitors.