ge mktg strategy

8/2/2019 GE Mktg Strategy

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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.html


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Thank You!!!
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???
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