P&G Analysis

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GE Case Summary: General Electric (GE) is operating their success on distributing a wide range of industries all over the world. This company is successful based on its power with a strong business-to-business marketing. Question #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 increase the value of this brand. For instance, Jack Welch drives this company from an “American manufacturer into a global services giant. GE used a new strategy based on “unified global message” in 2003. The main idea was to show a unique message for a variety of division in this brand by delivering a voice. Another strategy was launched a campaign “Ecomagination” to be adapted to new environmental problem. Generally, GE organized different other strategies to keep changing in order to adapt their business market. Question #2: Have “Imagination at Work,” “Ecomagination,” and “Healthymagination” successfully communicated GE’s focus on its newer endeavors? Why or why not? “Imagination at work,” “Ecomagination,” and “Healthymagination” had the great help to communicated GE’s new
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