Ge Case Study

Case Summary

Week 3 – GE

General Electric Company (GE) is an industrial conglomerate. It is a diversified industrial, infrastructure and financial services corporation. The company's product and service portfolio comprises water processing and household appliances to medical imaging, industrial product, business and consumer financing, aircraft engines, oil and gas equipment and power generation. GE operates through eight reportable business segments, namely, Oil & Gas; Power & Water; Energy Management; Aviation; Healthcare; Transportation; Appliances & Lighting; and GE Capital. It operates manufacturing facilities in the US, Puerto Rico and other countries in the world. The company offers products and services globally across, Americas, Europe, Asia-Pacific, Middle East and Africa. GE is headquartered in Fairfield, Connecticut, the US. The company’s strategic intent is to expand product portfolio, through research and development activities for new products and technology development. It strives to expand geographic presence through organic and inorganic growth prospects.

Questions:

1. Discuss the importance of B-to-B marketing and a strong B-to-B brand to GE.

In this case, it showed how GE became successful. The key to get success is to understand the business market and the business buying process. Actually the Business to Business marketing played a decisive factor in the success processes of GE by different methods.

First of all, GE operated a marketing planning. It was very important to get a high and large marketing plan to meet the demands. For example, GE used between 1950s and 1960s this slogan: “Progress Is Our Most Important Product”. By using this tagline, GE became “the acknowledged pioneer in business-to-business marketing”. Then, GE diversified its business to business product lines in the 1970s and 1980s and launched new advertising to communicate its new concepts.

GE knew the importance of a great leadership to...