Ge Global Marketing Strategy

12) What is the organization’s marketing strategy?

General Electric (GE) has a global strategy implemented due to technological innovations, growing international economic activity, and the liberalization of foreign economic policies. (Garrett, 2000) Prior to 2000, General Electric had no substantial marketing organization. For decades the company had been so confident in its technologies that it seemed to believe the products could market themselves. (Comstock, Gulati, & Liguori, 2010) Currently GE relies relationship marketing strategies that build strong customer relationships. GE has developed a set of techniques called value analysis that identify and remove unnecessary cost but still accomplishing the functions that the customer needed and wanted. (Ulaga & Chacour, 2001) The founding of GE Capital also builds customer relationships by providing consumers with credit to purchase GE products. (Ashkenas, Francis, & DeMonaco, 1997)

GE has also implemented a hybrid marketing and competitive strategy called Ecomagination. Ecomagination is GEs’ commitment to build innovative solutions for today’s environmental challenges while driving economic growth. (GE Ecomagination, 2014) By going green GE has created a competitive advantage by growing economies and improving environmental performance. This strategy allowed GE to showcase existing technology that had previously received little to no attention at a low cost while building brand value. Improved environmental performance may create competitive advantage with products and markets by strengthening legitimacy and access to markets, bolstering knowledge of consumer behavior, innovating products and services, launching new brands and marketing campaigns, developing new collaborations and channels, generating new markets, and increasing market share. (Finster & Hernke, 2014).

The Ecomagination strategy committed to deliver: increased revenues from Ecomagination products, doubled investment in...