CULLIGAN- company related to water purification. CALPHALON, LENOX-kitchen ware company. RESPONSYS- HELPS IN MAKING ADDS
General Electric is endlessly referred to as a stable company, with staying power in the financial markets. A company with size and diversification on its side. It would be hard to argue against the idea that marketing has not played a vital role in the overall success of GE as an insurmountable product and service provider. Management has been able to consistently innovate its ideas, practices, cultures and products to establish and maintain the conglomerate powerhouse that is General Electric. A conglomerate is a combination of two or more corporations engaged in entirely different businesses that fall under one corporate group, usually involving a parent company and many subsidiaries. Often, a conglomerate is a multi-industry company. Conglomerates are often large and multinational.
General electronics marketing method
A STUDY ON
GENERAL ELECTRIC ABBREVIATED AS G.E.
GE, is an American multinational conglomerate corporation incorporated
in Schenectady, New York and headquartered in Fairfield, Connecticut in
the United States.
The company operates through four divisions: Energy [currently (2013)
inactive], Technology Infrastructure , Capital Finance and Consumer and
In 2011, GE ranked among the Fortune 500 as the 26th-largest firm in the U.S.
by gross revenue, as well as the 14th most profitable.
The company is currently listed the 4th-largest in the world among the Forbes
Global 2000, further metrics being taken into account. Other rankings for
2011/2012 include No. 7 company for leaders (Fortune), No. 5 best global
brand (Interbrand), No. 63 green company (Newsweek), No. 15 most admired
company (Fortune), and No. 19 most innovative company (Fast Company).
General Electric’s capital finance segment includes commercial loans,
operating leases, home loans, credit cards, and personal loans.
GE’s technology division produces Intrusion and fire detection
products, card access systems, aircraft replacement parts, jet engines,
medical diagnostics, medical imaging as well as patient monitoring
The company also provides products related to energy infrastructure
such as wind turbines, gas turbines, water purification systems, and
aircraft engine derivatives.
General Electrics NBC Universal Division operates cable networks,
and produces motion pictures.
Products produced in GE’s Consumer and Industrial Division includes
refrigerators, washers, microwave ovens, residential air conditioners as
well as electric and gas rangers.
In 2001, General Electric selected Responsys, Inc., as the
preferred vendor to implement GE Services Network's email
GE’s slogan “we bring good things to life’ is among the most
recognizable in the world.
General Electric has used co-branding to market its products,
including Culligan, Calphalon and Lenox.
MARKETING STRATEGY USED BY
General Electric is currently a global giant in terms of products and services,
revenues and profits, and ever increasingly, in brand name recognition. The
marketing division has done a great deal to acknowledge and demonstrate the
proven track record of GE products and services, and reinforce the strength and
meaning behind the GE name.
General Electric’s current marketing plan is large and diverse and it takes into
account the different business sectors, geographical regions, and
demographically diverse cultures in which it operates.
The GE marketing plan is a complex business plan that is intended to provide
consumers with products they want, and the company with maximum profits.
GE also stresses the importance of innovative products in order to stay relevant
in the technology field. For these new innovative products, GE understands that
its conglomerate business status needs to be wielded as an asset rather than a
Though profits may not be quite up to GE standards, the diversification alone still
qualifies this division for existing. The company also utilizes this division to tout
its innovative ideas and strategies within the organization as a whole
Pricing plays a vital role in the marketing mix. For each market, GE decides
the price point that is surely profitable, but also attractive to the buyer.
For example, the company’s healthcare/technology divisions set
prices that are seen as respectable and justified. A lowball price point
on innovative healthcare patient monitoring systems doesnot sit right
with the prospective buyers.
GE uses a variety of pricing strategies necessary for its varied and expansive
product lines. GE must also account for the regional price discrepancies in its
international markets. GE utilizes the strategies of product line pricing
(healthcare devices); captive product pricing (washer/dryer sets);
geographical pricing (international markets); and premium pricing (advanced
General Electric has business offices, manufacturing plants, and distributors in
all parts of the world. The company currently operates in more than 160
countries. GE also has subsidiaries in Singapore, Mexico, Munich, China, and in
Ontario, Canada. And GE has “global business projects” in Southeast Asia,
Northern Asia, Australia/New Zealand, Africa, Latin America and Europe. GE’s
vast business operations could be used to systematically define where and how
a global organization operates.
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