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Point of view : Third person
2. Statement of problem : Discuss the importance of B-to-B marketing and a strong B-to-B brand to GE.
3. Areas Of Consideration : General Electric is a 5 major division that operates in a wide range of industries i.e. energy, technology, infrastructure, cable and film networks. Thomas Edison originally founded the company as the Edison Electric Light Company in 1878. GE became the acknowledged pioneer in B-to-B marketing in the 1950’s and 1960’s under the tagline “Progress Is Our Most Important Product.” As the company diversified its B-to-B product lines in the 1970’s and 1980’s it created new corporate campaigns including “Progress For People” and “We Bring Things To Life.” 4. Alternative Courses Of Action & Decision: B-to-B marketing savvy has helped GE cement its top position in the Financial Times “World’s Most Respected Companies” survey for years. Its understanding of the business markets, its way of doing business and its brand marketing have kept GE’s brand equity growing. Immelt, CEO of GE made some strategic restructuring decisions that helped the company survive the worldwide recession of 2008 and 2009 and also helped shift it even more in the B-to-B direction. GE moved from 11 divisions to 5 and sold off some of its consumer-focused businesses, including 51% of NBC Universal. 5. Recommendation : GE did very well handling their B-to-B brands. They also came up with a number of new innovations with amazing decisions.