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Presentation : General Electric
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Table of Contents
History of GE
GE Today
Marketing Mix
Marketing Strategy
Vulnerability
Recommendation
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1919 , founded RadioCorporationIndia(RCA)
1998, Revenuesurpasses $100 b
2010, Worlds 2nd largest
company,4th in brand equity
It all started with the flicker of a
light bulband soon enough GEwas off and running
History of GE
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This is GE
Operating in 100+countries 130+ years 300,000+ employees worldwide 2009 Revenue US$157B
EnergyInfrastructu
re
Technology
Infrastructure
Capital
Finance
NBCUniversa
l
EnergyServices Oil and Gas Power and
Water
Aviation HealthcareTransportation
Network Stations Entertainment Universal
Sports/Olympics
Appliances andLightning
Intelligent
platform
Home &businessSolution
Capital Aviation
Services Energy Financial
Services Real Estate
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Taglines and Logos
Live better electrically
Progress for people
We bring good things to
life
Imagination at work
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"GE does not have a mission statement, per se, but its
operating philosophy and business objectives are clearlyarticulated each year in the Letter to Shareowners, Employeesand Customers in the Annual Report.."
What we do
How wework
PassionateCurious
ResourcefulAccountable
TeamworkCommitted
OpenEnergized
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The Marketing Mix
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The Marketing Mix
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Marketing Strategies
Internal Customers :Employees & partners in
business
GE highly values its internal customers i.e. its employees andcompensates them appropriately
The Company considers its suppliers as apart of their system andfacilitate them by providing them technical, financial and businessrelated support
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GE has a majorthrust onrelationshipmarketing. Itadopts this
strategy forretaining itsmajor consumers
Customer serviceis very core inGE, GE follows itreligiously
By analyzing the
needs of customersGE is able to inventnew modalities,which produces therequiredsatisfaction
amongst thecustomers.
GE has high
emphasis oncompetitive prices,correct transactionprocessing, on timedelivery andperformance
A recent strategyadopted by GE isoffering financialservices to thecustomers who
didnt haveenough money
Marketing Strategies
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Keep the public informed on progress4.
3.
Improve our energy efficiency and lower our GHGemissions
2.
Grow revenues to US$20B by 2010 by deliveringcustomer value
1.
Increase R&D investment from US$700M to US$1.5B by 2010
Customer
Value EnvironmentalPerformance
OperatingPerforman
ce + Lower Electricity Usage
Improved Fuel Consumption
Increased Efficiency
Economical Maintenance
Reduced emissions NOx, SOx, Hgand CO2
Zero Emissions (Renewable Power)
Reduced Mercury Content(Lighting)
ecomagination : Committed to
Deliver
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Vulnerability
Corruption & lobbying (Pentagon & Israel cases)
4thlargest air & water polluterswhich is threat for their brand name
Rising commodity prices & increasing inflation rate
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Vulnerability
High exposure to financial markets
Underperformance in growing economies
Global currency fluctuation
Brand equity is at stake due tooperations in diverse sectors
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Recommendations Collaborate with local companies in international
market
Use of print & electronic media for spreadingawareness in international markets
GE should utilize the power of social media in bestpossible way
Parallel to corporate advertisements GE should alsofocus on B2C advertising
The media arm of GE NBC-Universal shouldcollaborate with local media groups in order to
advertise GE
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References
http://marketingteacher.com/case-study/general-electric-case-st
http://ahundredmilesanhour.blogspot.com/2010/11/b2b-marketin http://barbradozier.wordpress.com/2010/02/18/a-report-on-the-in
http://www.ge.com
http://marketingteacher.com/case-study/general-electric-case-study.htmlhttp://ahundredmilesanhour.blogspot.com/2010/11/b2b-marketing-case-study-ge.htmlhttp://barbradozier.wordpress.com/2010/02/18/a-report-on-the-international-marketing-strategies-used-by-ge-company/http://www.ge.com/http://www.ge.com/http://barbradozier.wordpress.com/2010/02/18/a-report-on-the-international-marketing-strategies-used-by-ge-company/http://ahundredmilesanhour.blogspot.com/2010/11/b2b-marketing-case-study-ge.htmlhttp://marketingteacher.com/case-study/general-electric-case-study.html8/2/2019 GE Mktg Strategy
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Thank You!!!
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???
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