Holborn College

MANAGING MARKETING ACTIVITIE

WAMBAB4102
MODULE LEADER : Cheryl Osborne-Gibbons
 Holborn College

GROUP MEMBERS ID NUMBERS

JITENDER BAL SINGH 96717
TOHA ABBASI 99630
SHELLY VERMA 94640
HELEN IBEACHU 90431
 INTRODUCTION
§
General Electric ,an American Multinational company incorporated
in New York, USA, founded by Thomas Edison, Elihu Thomson,
Edwin J.Houston & Charles A.Coffin in Schenectady, New York in
1892 with its headquarters at Fairfield, Connecticut, US.

§
Merger of Edison General Electric, Schenectady, NY and Thomas
Houston Electric Company of Lynn, Massachusetts.

§
In 1986, it was listed on newly formed Dow Jones.

§
GE operates in more than 100 countries and employs about 300,000
people worldwide.

§
It has 4th most recognized Brand in the world, worth almost $48 billion.

‘IMAGINATION AT
WORK’
JITENDER SINGH BAL : 96717
Existing Product and Services & Revenu

JITENDER SINGH BAL : 96717

GE FINANCIAL INCOME STATEMEN
MILLIONS USD
12

10

JITENDER SINGH BAL : 96717

 MISSION
n organization’s mission includes both a statement of
organizational philosophy and a purpose.

OUR MISSION
ake modern health care to each and every part of the
provide health products of
superior quality, value that improves the live of
world’s customers and disseminate the
message that ‘PREVENTION is Better than CURE’

JITENDER SINGH BAL : 96717

 OBJECTIVE
iness Objective is something a business is aiming tow
ategic position it is working to attain. It is a step in str
are similar to goals but often have success or failure

OUR OBJECTIVE
ding quality product to meet the rising demand for
e Care due to ageing population and Chronic diseases

ng to reduce cost by 20% less expensive than current

n 11% market share of the health care industry

uarter 4 in the second year.

JITENDER SINGH BAL : 96717

 NEW PRODUCT LAUNCH

We are going to launch a Product in

Health Care category of G.E. It is a
Multifunctional Medical Device designed
to provide real time rapid Diagnostic for
hyper tension, diabetes and cardio
vascular diseases which can be used at
home. GE Healthcare is a $17 billion
unit of General Electric Company (NYSE:
GE).

JITENDER SINGH BAL : 96717

I – techcare
 MAJOR DISTINGUISHING
able
FEATURES
h screen
r panel charging
time consuming
i purpose
Friendly
port charging
plete kit that has been thought through (electronic ch
struction manual, pricking needle)

Save Time and Get Started Fast and Confident

JITENDER SINGH BAL : 96717

 SWOT ANALYSIS
Strengths
§
Innovative product.
§
Compatibility.
§
Portable.
§
Strong R & D.
§
Global strength and recognition
5th in Fortune 500 list, operating in more than 170
countries
§
Diversity in business
§Strong financial position.
§
Excellent management
Proven leadership and business model
Confident investors – raising capital
TOHA ABBASI : 99630
 WEAKNESS

rice pressure.

ossibility of Malfunctioning.

hreats from the PEST analysis of UK.

lexibility
Large and diverse businesses might overstretch the compan
reduce reaction times to shifts in targeted markets.

TOHA ABBASI : 99630

 OPPORTUNITIES
rease concern for health related issue.

rease demand for easy - to - use diagnostic device.

d on Peripherals.

verse applications.

pulation – 61.8 million in UK.

eople suffering from diabetes – 3.09 million
eople suffering from cardio vascular – 2.6 million

reased geographic growth

lobal expansion = more opportunities (Eg. China,
urope, Asia, etc)
TOHA ABBASI : 99630
 THREATS
§
Exposure to global economy
Economy slowdown would affect GE, since
40% of the
revenue is generate overseas.
Exposed to currency fluctuations.
§
High risk of being replaced by superior
Competition
technology.
Constant change in technology heats up competition
Very diverse:- tough to be the best in all industry.

Compressed product life cycle.

TOHA ABBASI : 99630

 PEST ANALYSIS
POLITICAL FACTORS
omplicated political system.

conomic stability of a country.

ax regulations.

nti - trust law(1993).

hange of government.

ncreased social and financial burden of health

care on the government.

TOHA ABBASI : 99630

 ECONOMIC FACTORS
§
Free market economy.

§
Mix economy.

§
Global recession.

§
Fluctuation in currency.

§
Spending power.

TOHA ABBASI : 99630

 SOCIAL FACTORS
apt the value of culture.
rease in public expectation.
reased prevalence and incidence of obesity and diabe
mand for local health care services.
ange in life style pattern.

TOHA ABBASI : 99630

 TECHNOLOGICAL FACTORS
eloped expertise across the full range of scientific di

nges in clinical practises.

eased in ‘hi-tech’ health services.

eased mobility in diagnostic equipment.

tinuous advanced IT sector.

TOHA ABBASI : 99630

 MARKETING STRATEGY
Corporate aspirations towards new product.
Organizational openness to creativity.
Environmental favor towards creativity.
Screening methods for new ideas.
Evaluation process.

‘HEALTHYMAGINATION’

TOHA ABBASI : 99630

 MARKET SEGMENTATION
ding large heterogeneous population into smaller hom
ps based on their characteristics (Dunne and Lusch,2
K people can be differentiated on the bases of age gro
ious backgrounds and health issues.

SEGMENTATION
Demographic, psychographic and product
CRITERIA
§

related segmentation.

§
Demographic – age, family type, social class.
§
Age – 35 to 75 = 58% (maximum diabetic
diseases)
1.1 million people are at risk who are not
aware about it.
2.8 million people are treated in hospital.
§
Psychographic – consumer purchase decision.
TOHA ABBASI : 99630
 TARGET MARKET
oduct must satisfy needs of its target market.
et market – people between ages 35 – 75 having diffe
alth issues.

4%

UK POPULATION ANALYSIS

tistics have shown that individuals over 17 years

e at risk because of their life style.

SHELLY VERMA : 94640

 Marketing Mix
PRODUCT:
i-techcare
§
Solar panel charging
§
Touch screen
§
Less time consuming
§
Multi purpose
§
Eco-Friendly

PRICE:
§
PRICING STRATEGY: Skimming pricing
§
INTRODUCTORY PRICE: £200
§
20% Discount for Doctors
§
10% Discount for senior citizen

SHELLY VERMA : 94640

 PLACE
UK (Waterfall approach)
[product launched in advanced countries
then developing
countries then less developed countries]
§
Direct distribution – complete control over the
product.
§
E-business : Distribution through internet

PROMOTION:
§
Advertisement in Cardiology conference &
journals
§
Website
§
Free medical camps
§
Successful Alliance GE & INTEL
SHELLY
§ VERMA : 94640
Collaboration with major pharmaceutical stores
 COMPETITIVE ANALYSIS
§
HITACHI MEDICAL SYSTEMS

§
PHILIPS HEALTHCARE

§
SIEMENS HEALTHCARE

§
TOSHIBA MEDICAL SYSTEMS

SHELLY VERMA : 94640

MPARISON OF GE HEALTH CARE MARKET SH
WITH COMPETITORS
PERCENTAGE OF MARKET SHARE

10

SHELLY VERMA : 94640

 PORTER’S FIVE FORCES
Threats of New
Entrants
New entrant
Bargaining power
strategy
of customer
Varieties of
Number of
product
customers Competitive
Technology
Differentiation rivalry
Marketing
Brand identity Number & size of
strategy
Switching cost product
Geographical
Bargaining power Trends Threats
factorsof
of suppliers Technology substitute
Brand reputation Price and quality products
Product quality Different Alternative price
Unique marketing and features
service/product strategy Change in trends
Long term Legal or political
Relation changes
Buyers willingness

SHELLY VERMA : 94640

 CASHFLOW ANALYSIS
YR 0 YR 1 YR2 YR3 YR4 YR5
SALES 0 69,889 73381 77654 85253 89491
COST OF 0 (14676) (15410) (16307) (17903) (18793)
SALES
GROSS 0 55213 57971 61347 67350 70698
PROFIT
MARGIN
DEVELOP -5000 0 0 0 0 0
MENT
COST
MARKETIN 0 64100 41603 42558 44663 46649
G COST
ALLOCATE 0 1189 1538 1965 285 3249
D
OVERHEA
D
GROSS -5000 -10,076 14380 16824 19862 20800
CONTRIBU
TION
NET -5000 -10,076 14380 16824 19862 20800
CONTRIBU
TION

HELEN IBEACHU : 90431

 CONCLUSION
health industry is very important in the UK as many p
becoming more health conscious.

growth of the industry have given business a perfect

ortunity to reach previousl unreachable market.

ealth care has a well established capital base that en

t its product and service reach more segments.

HELEN IBEACHU : 90431

 RECOMMENDATION
Exploiting the immediate internal market which wou
§

effectively
open room for wider penetration in the external
market.

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Adoption of flexible strategies that can be adopted
fast and effectively.

GE should invest in high level business surveys in

§

upcoming markets to
expand its market base.

§
Training of employees in areas of communication,
international
shipping's and necessary to carry out its business in
the health industry.
HELEN IBEACHU : 90431
THANK YOU