Ge

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Pulak Sachdeva

General Electric

Marketing

imagination at work
Photo credit: www.ge.com

Photo credits: http://www.ge-energyforourfuture.comp

GE is made up of five major divisions
• GE Energy
• GE Technology infrastructure
• GE Capital
• GE Consumer and industrial
• NBC commercial

The Answer is GE’s excellent
B-to-B marketing.

GE’s B2B Marketing campaigns
• 1950-1960: Progress is Our Most Important Product
• 1960 onward: “Progress for People” & “We bring Good things to Life”
• 2003: “imagination at work” focus on innovation and new technology
• 2005: Ecomagination

“Imagination at Work” campaign
“IDEAS ARE SCARY” Advertisement
highlighting innovation
“WHAT MY MOM DOES AT GE”
Advertisement highlighting
diversity of products
Photo credits : www.ge.com

Innovation and Understanding Customer
Needs
The idea of air taxis seemed crazy to most people at
GE aviation, but marketing showed why it wasn’t.

• Market leader
• Diverse portfolio
• A culture of innovation
• Strong Bargaining or negotiating power
GE’S STRENGTHS

General Electric’s Corporate Strategy Case Write-up Individual Assignment Please read the GE Case and address the following four questions: (1) What role do culture and values play in GE’s strategy? (2) Is GE’s corporate strategy viable for the future? (3) Why is GE proposing to sell its light bulb and appliances divisions? (4) What are the threats to the corporate strategy? These questions will be the basis for a class discussion. The Task is to create a five-page critique of the article, “When Altruism Isn’t Moral,” by Sally Satel. The critique should identify the thesis, method the author is using to support the thesis, the audience, tone, bias, manipulation, believability, and support of the thesis. Paper Requirements The analysis requires the additional components: · One nameless/anonymous or web reference. · Three APA formatted short quotes used to support the paper. · One APA formatted figure. · APA formatted paper including: o Font: Times New Roman, 12 point, and double-spaced. o Margins: One-inch margins, all around. o Indents: One-half inch indent as to begin a paragraph. o Proper APA citations and references. o Proper use of Level 1 headings as to label the introduction, main body, and conclusions segments. o Proper use of Level 2 headings as to label the sections within the main body and conclusions. o A reference page utilizing hanging indents and alphabetized by the last name of the first author. TB0383 Copyright © 2014 Thunderbird School of Global Management. All rights reserved. This case was prepared by Professor Andrew C. Inkpen with research assistance from Wes Edens and Siva Palli for the purpose of classroom discussion only, and not to indicate either effective or ineffective management. Andrew C. Inkpen General Electric’s Corporate Strategy Like the premature obituary of writer Mark Twain, reports of the death of the conglomerate are often exaggerated. Diversified companies, straddling multiple industries, or even just different parts of one large sector, remain a dominant, if not always fashionable, feature of stock markets from the U.S. to continental Europe and Asia. But a new backlash against conglomerates suggests that a more lasting shift in investor preferences may be taking place—driven in part by the growing influence of hedge funds and private equity houses. In public markets, big has rarely appeared less beautiful.1 Through the 1990s and 2000s, large diversified firms, often called conglomerates, largely fell out of favor with investors. Arguments against conglomerates ranged from complexity in management to the difficulties that analysts and investors had in understanding their operations. More recently, conglomerates have regained some respect. As the largest of the U.S. diversified multinational firms, General Electric Company (GE), with over 300,000 employees, generated a variety of opinions, such as: Increasingly restive General Electric Co. shareholders, frus ...

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Ge

1. imagination at work Photo credit: www.ge.com

2. Photo credits: http://www.ge-energyforourfuture.comp

4. GE is made up of five major divisions • GE Energy • GE Technology infrastructure • GE Capital • GE Consumer and industrial • NBC commercial

5. Recognition and Ranking 6th largest firm in USA 14th most profitable firm in USA Financial Times’s “World’s most respected company” Brand equity worth of 48 billion $ 5th Global Brand (Inter Brand)

7. The Answer is GE’s excellent B-to-B marketing.

8. GE’s B2B Marketing campaigns • 1950-1960: Progress is Our Most Important Product • 1960 onward: “Progress for People” & “We bring Good things to Life” • 2003: “imagination at work” focus on innovation and new technology • 2005: Ecomagination

9. “Imagination at Work” campaign “IDEAS ARE SCARY” Advertisement highlighting innovation “WHAT MY MOM DOES AT GE” Advertisement highlighting diversity of products Photo credits : www.ge.com

10.

11. Innovation and Understanding Customer Needs The idea of air taxis seemed crazy to most people at GE aviation, but marketing showed why it wasn’t.

12.

13. • Market leader • Diverse portfolio • A culture of innovation • Strong Bargaining or negotiating power GE’S STRENGTHS

14. Bargaining Power of GE

15.

16. Risk of Brand Tarnishing •Product Failure •Environment Pollution

17.

18. Photo credits:

Ge

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