Marketing Plan-Situational Analysis (Ge)

Situational Analysis

2.1 SWOT Analysis: General Electric

Internal Factors | Strengths | Weaknesses |

| -global recognition -strong management -diversified business portfolio-“Ecoimagination” program-GE can combine R&D of refrigerators and small motors to create synergy | -under-performing energy sector-threat to flexibility |

External Factors | Opportunities | Threats |

| -mergers and acquisitions-R&D-reduce pollution | -government regulation on environmental concerns-increased concern from consumers regarding energy efficiency-competition-financial crisis |

Strengths

General Electric is a widely recognized brand for its unique and innovative offerings. In 2009, Forbes magazine ranked GE as the world’s largest company, and in 2007, was the world’s most recognized brand. This recognition gives GE a competitive advantage over its competitors due to their ability to attract customers.

GE operates under a superior management style, where business operations are categorized by units. Each business unit has its own independent management team—thereby increasing productivity due to high levels of accountability and efficiency expected of the business unit managers.

General Electric has invested in a wide range of activities such as home appliances, energy, technology, automobiles, aviation, and financial services. This extensive diversification shields GE from risks and is a financial strength of the company.

With the trend towards environmentally sustainable activities, GE has embraced the green economy and increased its social responsibility. Their “Ecoimagination” program is working on producing environmentally friendly products, earning a good reputation for the company.

The fact that General Electric produces so many products is another strength for the company. They can combine their R&D for diverse products and create synergy. The GE Generation line is a prime example, where technologies from small motors and home appliances were...