Beruflich Dokumente
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1.1
of
international
marketing
to
GE
and
several
1.4
1|Page
lines
which
include
transportation,
consumer
finance,
over
315,000
employees
in
over
160
countries,
with
at
promoting
both
the
internal
and
external
marketing
2|Page
2.2
History Of GE
segments
include
Energy
Infrastructure,
Aviation,
Healthcare,
In
June
2014,
Cameron
International
Corporation
sold
(NBCU)
business
and
Comcast
Corporation
(Comcast)
2.3
Building
GE is building the world by providing capital, expertise and infrastructure
for a global economy. GE Capital has provided billions in financing so
businesses can build and grow their operations and consumers can build
their financial futures. We build appliances, lighting, power systems, and
other products that help millions of homes, offices, factories, and retail
facilities around the world work better.
Curing
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5|Page
2.4
Product
Price
Place
Promotion
6|Page
accessed.
Communication
is
amply
up
to
date
with
2.5
Competitors
Market Cap:
Employees:
Qtrly Rev Growth
(yoy):
Revenue (ttm):
GE
PHG
SI Industry
271.55
B
305,00
0
-0.02
154.59B
31.04B
108.19B
1.76B
252,000
116,266
362,000
6.93K
0.44
-0.04
-0.01
0.11
144.91
68.63B
31.88B
98.24B
3.77B
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2.6
B
0.37
28.89B
N/A
N/A
0.41
4.33B
0.27
9.84B
0.12
0.25
0.09
0.07
0.32
282.95
M
0.07
14.50B
1.33
20.18
1.81
12.12B
3.96
12.86
0.56
840.26M
0.85
40.05
17.20
5.29B
6.51
19.70
0.23
N/A
1.33
18.22
1.51
1.85
2.25
0.98
1.11
1.02
Divisions
Refrigerators,
Ranges,
Small
Appliances,
Wall
Ovens,
Consumer Electronics
General Imaging, JASCO Products
8|Page
Critical Power
AC/DC Power Supplies, Automatic Transfer Switches, Critical Power
Distribution,
Custom
Capabilities,
DC
Power
Services,
Distribution,
Medium
Power
Plants,
Non-Isolated
DC/DC
Converters,
Intelligent Platforms
Avionics, Business Process Management Software, Computing Platforms,
Control Platforms, Data Management and Analytics Software, Embedded
Computing and Rugged Applications, Industrial Automation, Industrial
Automation (HMISCADA) Software, Industrial Software, Manufacturing
(MES) Software, Real-time Operational Intelligence
Lighting for Business/Consumers
Automotive Lights, Compact Fluorescent Lighting, Decorative Lighting,
General Purpose Lighting, Halogen Lighting, High Intensity Discharge
Lamps, LED Lights, Lighting Ballasts and Drivers, Lighting Controls, Linear
Fluorescent Lighting, Specialty Lighting, Track and Recessed Lighting,
Vanity and Pendants
Mining
Controls and Industrial Automation, Mining, Mining Data and Analytics
Software,
Mining
Equipment,
Mining
Infrastructure,
Mining
Power
and
Non
Destructive
Testing,
Land
Drilling
Solutions,
Pipeline
Integrity
Services, Refinery
and
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Personal Healthcare
GE Diabetes
Power and Water
Controls and Automation for Power, Controls and Automation for Water,
Gas Compression, Power Generation, Aeroderivative, Heavy Duty and
Combined Cycle, Gasification, Generators, Nuclear Energy, Solar Power,
Steam Turbines, Water Treatment Equipment and Chemicals, Wind
Turbines.
Power Conversion
Brilliance LV Drive, Compact Pods, Cylindrical High Speed Rotors, Diesel
and Gas Engine Driven Generators, Direct Drive Wind Turbine Generators,
Doubly Fed Induction Wind Turbine Generators, Dynamic SVC Drives,
Flameproof Induction Motors, Gas and Steam Turbine Driven Generators,
High Performance Controller, High Speed Motors, Hydro Generators, HV
Wound Rotor Induction Motors, Incident Reporting, Laminated Salient Pole
Rotors, Large Pods, Large Slow Speed Marine Motors, Low Voltage
Induction Motors, Power Electronic Controller, Remote Support and
Diagnostics, Small DC Motors, Solid Salient Pole Rotors, Wind Pitch Motors
Software
Aviation, Energy Management, GE Industrial Automation, Healthcare,
Manufacturing, Oil and Gas, Power and Water, Transportation
Transportation
Diesel Marine Power, Diesel Stationary Power, Drilling Motors, Energy
Storage, Locomotives, Railway Signaling and Communication, Railway
Traffic Control and Dispatch, Software
Appliances for Business/Consumers
Appliance Filters and Accessories, Cooktops, Dishwashers, Dryers, GE
Artistry Series, GE Cafe Series, GE Monogram, GE Profile Series,
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Microwaves,
Refrigerators,
Ranges,
Small
Appliances,
Wall
Ovens,
Custom
Capabilities,
DC
Power
Services,
Distribution,
Medium
Power
Plants,
Non-Isolated
DC/DC
Converters,
Intelligent Platforms
Avionics, Business Process Management Software, Computing Platforms,
Control Platforms, Data Management and Analytics Software, Embedded
Computing and Rugged Applications, Industrial Automation, Industrial
Automation (HMISCADA) Software, Industrial Software, Manufacturing
(MES) Software, Real-time Operational Intelligence
Lighting for Business/Consumers
Automotive Lights, Compact Fluorescent Lighting, Decorative Lighting,
General Purpose Lighting, Halogen Lighting, High Intensity Discharge
Lamps, LED Lights, Lighting Ballasts and Drivers, Lighting Controls, Linear
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Mining
Equipment,
Mining
Infrastructure,
Mining
Power
and
Non
Destructive
Testing,
Land
Drilling
Solutions,
Pipeline
Integrity
Services, Refinery
and
Power Conversion
Brilliance LV Drive, Compact Pods, Cylindrical High Speed Rotors, Diesel
and Gas Engine Driven Generators, Direct Drive Wind Turbine Generators,
Doubly Fed Induction Wind Turbine Generators, Dynamic SVC Drives,
Flameproof Induction Motors, Gas and Steam Turbine Driven Generators,
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2.7
Marketing Policy Of GE
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ideas.
Unfortunately,
we
teach
marketing
and
many
innovation
(managing
with
deep
consideration
of
the
might
have
under-invested
in
or
completely
missed
these
opportunities.
In support of these activities, Comstock argues that Successful marketers
need to be good at conveying their ideas to the team and proving their
ideas to others through effective prototyping. I cant emphasize enough
how important it is for marketers to be able to translate customer insights
to their teams, their organizations, and to markets. In a different venue,
she goes on to say, When you hear marketing, most people think
advertising. While we of course do that, we have made sure that
marketing has been redefined as innovation. We expect our marketers to
be the champions of whats next. Likewise, Comstock points out that
You dont get to be a 130 year-old company without developing some
kind of resilience and an ability to be nimble. You certainly have to focus
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which
engagement
on
fosters
cross-company
future-oriented
talent
projects.
and
Through
cross-disciplinary
the
Imagination
businesses.[2]
engagement
in
It
GEs
follows,
marketing
therefore,
that
innovation
the
takes
final
place
pillar
with
of
the
Challenge. GE casts a wide net for new business ideas by offering large
cash prizes and new business opportunities for entrepreneurs. GE melds
an open call for ideas in this business challenge with a large commitment
to invest in winning companies and commercialize their ideas quickly. The
ecomagination Challenge is part of the larger initiative ecomagination
Platform,
which
Comstock
describes
as
platform
for
business
Marketing Strategy of GE
REFERENCE
PROJECT
category;
The
General
Electric
The
Company
operates
through
five
segments:
Energy
and
are
mobile
replaced
and
by
Internet
competitive
position
technologies.
and
market
At this stage the marketing manager adapts the list above to the needs of
his
strategy.
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Now follow the usual words of caution that go with all boxes, models and
matrices. Yes the GE matrix is superior to the Boston Matrix since it uses
several dimensions, as opposed to BCG's two. However, problems or
limitations
include:
For many consumers, General Electric means one of three things: major
appliances, lightbulbs and the company that David Letterman used to
skewer every chance he got when he worked for its subsidiary NBC. Yet
despite its renown, its ubiquitous "We bring good things to life" tag and its
decades-old brand equity, GE Appliances (GEA) has been looking for a
little help in making the sale to consumers through co-branding and comarketing agreements with other known brands, including Culligan,
Calphalon
and
Lenox.
GEA shipped its first co-branded product late last summer when it
introduced its Water by Culligan Profile Performance refrigerator. Part of
GFA's new Profile Performance line, the fridge is targeted toward
professional adults ages 30-45 with household incomes ranging from
$50,000 to $150,000; it offers a built-in Culligan water filtration system.
The product bears both the GE and Culligan logos and a TV spot, running
now,, plays up the Water by Culligan connection. "We're pitching the
quality of life and the convenience," said Bruce Albertson, GEA vp of
marketing. "The partnership between GE Appliances and Culligan is a
natural
blending
of
each
company's
consumer
strengths."
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GEA began aggressively seeking out partners that were No. 1 or No. 2
brands in their respective categories more than a year ago as part of a
strategy to develop products that would deliver higher margins to the
company and greater benefits to consumers. GEA also wants to make
inroads in the high-end appliance segment, which has experienced
double-digit growth in the past couple of years, aided by strong economic
conditions; namely low interest rates, which have fueled new home sales
and
renewed
interest
in
home
remodeling.
and
retail
markets.
that
also
fetch
higher
margins.
approached
like
Calphalon,
GEA
the
well-known
marketer
has.
of
high-end
Performance
line.
The alliance helped Calphalon in several ways. "We are kind of a niche out
there at the very high-end and, because we have very limited distribution,
there are a lot of consumers not familiar with the brand," said Ray
Hykoski, marketing manager at Calphalon. The partnership helped
Calphalon get into the hands of consumers who might not have
considered it before, and helps serve as a springboard for people who may
be afraid to invest in high-end cookware. Calphalon also gets the names of
consumers who purchase the range and expects to enter them into its
database for follow-up "thank you" cards with its 800-number and Web
site. It also plans to approach these purchasers with future targeted
mailings. The successful promo, which has helped GEA rev range sales,
has begun again, and is running currently through March. Hykoski said he
expects a similar promo using a different Calphalon piece to be extended
into
GEA's
ultra
high-end
Monogram
line
in
1999.
The co-marketing alliance may also lead the two partners to jointly
develop
new
cookware
and
cooking
technologies.
co-branded
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* Profit margin.
* Impact of technology, the law, and energy efficiency.
* Environmental impact.
...and for competitive position:
* Market share.
* Management profile.
* R & D.
* Quality of products and services.
* Branding and promotions success.
* Place (or distribution).
* Efficiency.
* Cost reduction.
At this stage the marketing manager adapts the list above to the needs of
his strategy. The GE matrix has 5 steps:
* One - Identify your products, brands, experiences, solutions, or SBU's.
* Two - Answer the question, What makes this market so attractive?
* Three - Decide on the factors that position the business on the GE
matrix.
* Four - Determine the best ways to measure attractiveness and business
position.
* Five - Finally rank each SBU as either low, medium or high for business
strength, and low, medium and high in relation to market attractiveness.
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Now follow the usual words of caution that go with all boxes, models and
matrices. Yes the GE matrix is superior to the Boston Matrix since it uses
several dimensions, as opposed to BCG's two. However, problems or
limitations include:
* There is no research to prove that there is a relationship between market
attractiveness and business position.
* The interrelationships between SBU's, products, brands, experiences or
solutions is not taken into account.
* This approach does require extensive data gathering.
* Scoring is personal and subjective.
* There is no hard and fast rule on how to weight elements.
* The GE matrix offers a broad strategy and does not indicate how best to
implement it.
For many consumers, General Electric means one of three things: major
appliances, lightbulbs and the company that David Letterman used to
skewer every chance he got when he worked for its subsidiary NBC. Yet
despite its renown, its ubiquitous "We bring good things to life" tag and its
decades-old brand equity, GE Appliances (GEA) has been looking for a
little help in making the sale to consumers through co-branding and comarketing agreements with other known brands, including Culligan,
Calphalon and Lenox.
GEA shipped its first co-branded product late last summer when it
introduced its Water by Culligan Profile Performance refrigerator. Part of
GFA's new Profile Performance line, the fridge is targeted toward
professional adults ages 30-45 with household incomes ranging from
$50,000 to $150,000; it offers a built-in Culligan water filtration system.
The product bears both the GE and Culligan logos and a TV spot, running
now,, plays up the Water by Culligan connection. "We're pitching the
26 | P a g e
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approached
Calphalon,
the
well-known
marketer
of
high-end
new
cookware
and
cooking
technologies.
co-branded
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3.1
GE
to
effectively
penetrate
the
international
marketing,
the
requirements of the internal market are first met and are then converted
to the external market. In business it is recognized that inability of an
organization to meet the needs of the employees leads to employees
defection which breaks up the relationship that they had built with the
customers.
In promoting the internal market strategy, GE recognizes its
employees as customers of the organization. The idea is that if products
supplied by the company are valued by the employees, it is likely that the
employees will bring in more customers. To promote this strategy, GE
invests in their employees by providing good working environment and
providing necessary tools required to perform various tasks in the
organization. By being highly valued and appropriately compensated, the
employees at GE are usually the first customers to purchase and promote
any product rolled in the market. Another important consideration in this
strategy is the involvement of employees in developing a quality approach
the work they do in the company. Every employee has the responsibility of
promoting production of quality products within the business.
The
next
strategy
adopted
by
GE
regards
the
external
The micro and macro environment for the companys business are
also put into consideration. The microenvironment is the combination
consisting of customers, suppliers and other stakeholders in the company.
GE is a huge company that treats suppliers as insiders and crucial
partners in the running of the business. The customers of GE are not seen
just as potential people willing to spend their money in the business but
the company has put efforts of integrating the companys view and the
view of the customers. Customer service is very core in GE and all
multinationals dealing under GE is supposed to adopt this view. Three
components are cited as crucial with regard to quality afforded to
customers. These include the employees, the process and the customers
themselves.
GE recognizes the needs of customers and invests in meeting their needs.
Customers needs identified in GE includes competitive prices, service and
correct transaction processing, on time delivery and performance. By
analyzing the needs of the customers GE is able to invent new modalities
which produces the required satisfaction among the customers.
Another strategy implemented by GE is relationship marketing
among its major consumers. This strategy basically aims at retaining
existing customers. This strategy concentrates on building long term
relationship with the customers which is regarded as very vital in the
running of business. This strategy is based on the business recognition
that customers build relationship with people rather than products. To
build this relationship, frequent contact with the customers is enhanced
and the customers are encouraged to keep on making enquiries within the
business. In its efforts to build strong relationship with the customers, GE
has established a modern state of the art answer centre, which is
regarded as one of the best in the world where customers gets free
personalized attention around the clock. The center has been able to
create opportunity for GE to be in contact with customers for longer time
31 | P a g e
and hence creating the opportunity for tapping even customers who may
get dissatisfied in the course of doing business. This contact helps the
customers of GE to understand the companys commitment to them and
the value they attach to their customers. This has the effect of improving
and cementing the very crucial relationship that GE attempts to build. The
knowledge obtained from customers interactions provides relevant
information with regarding to sales and marketing and possibilities of new
products development.
As part of its internal environment, GE makes efforts to ensure that its
suppliers adopt practices that comply with its environmental and safety
standards. The company has a program for helping their suppliers in new
markets to enhance their environment, health and safety standards. This
is achieved through conscious efforts to increase awareness of important
issues among its suppliers. By doing this, GE is able to protect its
international image and integrity as well as safeguarding the quality of
products.
Another crucial strategy adopted by GE is diversification. Recently,
the company diversified to offering financial services. This diversification
is adopted in the companys efforts to ensure that it can offer all services
that its customers deem necessary. This attempt was initially started as a
credit financing stream where customers would obtain financing for the
products they wanted if they didnt have enough money.
3.2
I.
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II.
Weaknesses
o
III.
Opportunities
o
Research
and
Development-
The
company
massive
IV.
Threats
o
3.3
International marketing is very important for this company in its quest for
generating substantial profits. For todays businesses, survival depends on
their presence on the global world market. For such a company to
effectively participate in global competition, a lot of efforts are needed in
improving the effectiveness of the companys top management in making
crucial decisions at the right time. International market for GE means new
markets in places and regions that are new and that are not supplied with
the products the company offers. Expansion of the company in the
international market is important in connecting the company with new
sources of raw materials that are needed in their production lines. Since
GE is a highly diversified company, there is also a great need for creating
a highly diversified market that can absorb the diverse products offered
by the company. Marketing is primary to all activities carried out by GE. In
the international market, marketing is important to GE since it helps
extend the domain for competitive enterprise.
This implies that this level of marketing helps to break economic and
nationalistic barriers and helps build economic unity among different
regions economies. Marketing that is regarded as crucial by GE is that
which concerns developing countries such as Africa and Asian giants such
as China and Japan. In the upcoming international markets, marketing
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helps in the innovation of new products that are in line with the upcoming
market trends. It also helps in expanding existing market, accumulate
more capital, helps in balancing international payments, exchange
primary products, increase profits and extend production facilities. To
achieve working solutions for the international market, the company
borrows from other highly diversified companies which have faired well in
the international foray. It can however be argued that GE has not
completely utilized its potential in tapping the larger world market. Part of
the probable reasons why this company has not completely utilized the
global market is associated with the high cost required for such ventures
and the complexity of diversity due to its highly diversified aspects. There
are however several ways through which this company can improve its
access to the world market and remain effective despite its diversification.
3.4
the advantage of being conversant with local languages and the general
trends of business within their local environments. Use of print and
electronic media would also be very crucial in establishing international
markets and this would call for establishment of liaison between major
media sources and the company. Advertisement in the media should be
professional and should portray the integrity and presence of the
company.
3.5
PESTEL ANALYSIS
Political
General Electric is a multinational company that has to deal with many
political systems in different countries. Some countries have a good
environment for business growth and survival but others present difficult
conditions. Government intervention in the United States is minimal while
in other countries, such as China, government control over business is
high.
Economic
General Electric is affected by fluctuations in interest rates, exchange
rates, and money value. Factors such as deflation and inflation as well as
government spending in different countries often influence business
productivity and profitability.
Social-Cultural
Norms, culture, religion, and social customs often determine how a
business should conduct itself in a particular country or environment. With
General Electric being a multinational company, it has to adapt to
different
cultural
challenges.
The
culture
in
particular
country
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Technological
General Electric in a leader in innovation and technology. It rate of
technological advancement varies with each country in which GE has
invested in depending on the amount of resources available. The countries
with the highest rate of technology advancement are the Unites States
and Japan, both of which General Electric has a presence. Globally,
technology is advancing at a very high rate.
Environmental
General Electric is involved in many different industries, one being oil and
gas. GE has invested billions of dollars to improve fracking, or drilling, in
order to protect the environment. General Electric also has significant
experience in wind energy, solar, and nuclear power.
Legal
General Electric is involved in over 120 different countries which makes
compliance important. GE infuses compliance into every aspect of its
business. It is imperative that GE maintains its high level of compliance
when dealing with national as well as international businesses.
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4.1
Recommendations
can
slow
down
decision
making
my
previous
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4.2
Conclusion
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perfect
opportunity
for
reaching
to
the
previously
Reference
edition), Tsinghua
University Press.
WWW.GE.Yahoo .com
by many international
https://sites.google.com/site/generalelectricirr/home
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