Project Report

On

“Building Marketing Strategy

For
Selling Transformers”
Submitted to:
Mr.Sanjay Udgirkar

Submitted by:
Navsikander Singh Brar
Roll No: PG20071239
IILM Gurgaon
 DECLARATION

I Navsikander Singh Brar a student of IILM Institute of Higher

Education Gurgaon, hereby declare that all the information, facts and
figures furnished in this report are based on my own findings and
experience gathered during my summer training at GE Power. This
information has been used for purely academic purpose.

I hereby declare the work was done by me and suitable information

has been downloaded from websites and some gathered from the
company.

The project report is the result of my own hard work and self belief.

Signature of Student
Name: Navsikander Singh Brar
Date : 28-7-08
 ACKNOWLEDGEMENT

An effort is not complete and successful till the people who make it
possible are given due credit for making it possible. I take this
opportunity to thank all those who have made the endeavor of mine
successful for me and for all.

The entire journey from the very idea of this project to reality would
not have been possible without the guidance of many experienced
people. Firstly, I would like to thank my mentor Mr.Naushad Mullick
and my college staff.

I thank all of you for being supportive and at the same time tolerant at
the times when I would be pressing you for information during your
busy schedule. This project would not have completed without your
support.
I would like to give a special thanks to Mr.Sanjay Udgirkar, Mr.Ravi
Sehgal my Guide, for the inputs that came in from you at all points
critical, in the making of this project. I also extend deep sense of
gratitude to my faculty members for the guidance and support.
 Contents

• About GE
• GE in India
• Company hierarchy
• GE infrastructure
• Transformer
• Market growth
• Factor affecting sales of transformer
• SWOT analysis of GE in India
• PEST analysis
• Major players in India
• Competitor study
• GE ‘s edge over its competitors
• GE drawbacks
• Market problem
• Research design
• Market strategy
• Recommendations
• References
 The
Company
 About GE

CEO of GE Jeff Immelt

GE is imagination at work- - a diversified technology, media, and
financial services company focused on solving some of the world’s
toughest problems. With products and services ranging from aircraft
engineering, power generation, water processing and security
technology to medical imaging, business and consumer financing,
media content and advance materials, GE serves customers in more
than 100 countries and employs more than 3,00,000 people
worldwide.
GE is focused on growth and is committed to achieving worldwide
leadership in each of its business.
The company is organized into six market focused group. GE
infrastructure, GE commercial financial services, GE industrial, NBC
universal, GE health care and GE consumer finance. This structure is
aimed at expanding the company’s growth capability and positioning
the company for sustained growth.

Commitment:
GE is committed to serving the communities where we do business,
providing our customers with innovative, high-quality products and
services and protecting the health of our workers and our
environment.
Integrity
Our reputation for honest and reliable business conduct, built by so
many people over so many decades, is tested and proved in each
business transaction we make.
Social Performance
GE leaders and employees support the communities that we call
home.
Environment, Health & Safety
We are committed to keeping our workers safe on the job and
ensuring compliance with environmental regulations.
Quality
GE employees embrace Six Sigma's customer-focused, data-driven
philosophy and apply it to everything we do.
Innovation
We pride ourselves on our rich history of "industry firsts." Synergy
within our broad base of GE businesses helps us define the cutting
edge of innovation

GE in India
Tejpreet singh CEO of GE India

GE has been in India since 1902, when it installed India’s first hydro
power plant. Today, all of GE’s global businesses have a presence in
India and the company has become a significant participant in a wide
range of key services, Technology and manufacturing industries.
Employment across India exceeds 12000.
Over $1 billion of exports from India support GE’s global business
operations around the world. GE has experienced success in sourcing
products, services and intellectual talent from India for its global
businesses. GE pioneered the concept of software sourcing from India
and is one of the largest customers for the IT services industries in
India.
India is one of the world’s most exciting growth markets and many of
the country’s needs today are synergistic with the solutions offered by
GE businesses. With a diverse portfolio of products and services
ranging from aircraft engines, power generation, water processing and
security technology to medical imaging, business and consumer
financing, electrical and power protection and advanced materials. GE
in India offers a compelling “One GE” proposition that will help
accelerate many of India’s priorities.
As India moves towards its goal of becoming a global leader, GE is
committed to being a growth partner to India.
At GE, we strive to be both a good and a great company. Every day,
the company strives to be a responsible corporate citizen, to perform
with integrity and to serve our employees, customers and other stake
holders responsibly. Strong corporate citizenship is about constant
improvement and we constantly work to improve the lives of the
communities in which we live and work.
 Company Hierarchy

GE Energy India

Region Executive

New Units (PG) Energy Services (ES)

Sales Director & Team Regional General Manager

(RGM)

Power Services T&D OC ENVS

 Sales Director Sales Director
Sales Director Sales Director
& Team & Team & Team
& Team

T&D Transmission & Distribution

OC Optimization & Control
ENVS Environmental Services
 GE Infrastructure

GE infrastructure is a high-technology platform comprising some of

the fastest-growing businesses within GE. From transportation to
meeting energy needs to water purification, GE infrastructure spans
the globe offering world-class solutions to some of today’s most
pressing issues.
GE infrastructure is working in India towards building a strong
foundation with the future in mind. The diverse requirements of
customers are met by offering sophisticated solutions tailor-made to
their individual needs.
The pillars of GE’s infrastructure are:
GE- Aviation, Commercial engines
GE and CFM international engines are the ideal solutions for India’s
growing commercial aviation requirements. Whether the need is
power for regional jets to connect secondary cities, or narrow- body
aircraft for longer domestic routes, or wide-body aircrafts for
international routes, GE’s engines provide an ideal value proposition
to airline customers.

GE Commercial Aviation Services

GE commercial aviation services (GECAS) is the commercial aircraft

financing and leasing business of GE. With three decades of long-
standing with more than 200 airlines in some 60 country, GECAS has
a fleet of some 1300 owned aircraft and managers nearly 300 for
other airline. Most of GECAS –owned fleet is made up of modern
airbus and Boeing narrow body, with wide body aircraft, regional jets
and freighters as well. GECAS provides a variety of aircraft financing
to airfreight operators around the world and has freighter conversion
program in place to convert 737,727 and 767 passenger aircraft into
freighters
GE –aviation, military systems operation

Military systems operation is vital component of the Indian aerospace

community. The F404-GE-IN20 engine for India’s Light Combat
Aircraft (LCA) demonstrator is the latest derivative of the F404
family. The –IN20 version incorporates proven single- engine feature
foe outstanding safety and reliability along with improved operational
and handing characteristics. GE also has a manufacturing license and
technical assistance agreement with Hindustan Aeronautics Limited
(HAL) for the manufacture of LM2500 Gas turbines in India-six of
which have been procured for the project 17 program
GE transportation

GE transportation is a global technology leader and supplier to the

railway industry .GE offers cutting edge solutions related to diesel-
electric locomotives and its modernization and its signallingportfolio
include on-board and wayside signalling product and train inspection
system meeting international railway norms
GE Energy

GE energy business supplies a full spectrum of power plant solution,

ranging from fossil fuel technology to renewable energy, to suit
customer specific requirements. Offering includes equipment-only
packages, engineered packages or total turnkey projects. GE
technology gas and steam turbine, hydro turbine, wind turbine and
nuclear units account for more than 10% of India’s power generation
installed capacity. With more than 200 customers in the Indian
subcontinent, GE’s energy business also offers an array of
transmission and distribution product and services, as well as
condition monitoring products and services, optimization services,
energy rentals, aero derivative technology, wind energy, gas fuelled
reciprocating engines, hydro power, solar technologies and nuclear
energy

JENBACHER GAS ENGINES

GE Water and process Technologies

GE water and process technologies is a leader in the engineered

chemical treatment and process system offering, new generation
specialty, chemicals, consumables for RO equipment & pre –
treatment for plant utilities such as boilers, cooling towers, waste
plants. The new generation product offering includes chexfor heat
exchange, ACE product foe boiler applications for high acid crude
treatment, APES-new generation polymers and dispersant for cooling
water applications and mobile water for emergency water requirement
GE Sensing

GE has united the technological innovation and experience of

industry leaders in the industry leaders in the design and manufacture
of advanced measured and sensor – based solution into one world –
class business. Druck General Eastern, kaye, nova sensor, parametric.
Thermometric and Ruska are now under one name GE sensing. This
new company, with operation in india and throughout the world,
offers a broad range of product and services that help customer solve
challenges and drive productivity.
GE money

GE money is one of the leading providers of financial services to

consumer & retailers in India, offering a range of innovative financial
products to suit its customer needs .It has a strong retail distribution
network in over 5500 outlets across 60 locations and is a leader in a
wide range of product. Strong operation is backed by the latest
information technology support by product line. Its CRM program is
among the most successful customer retention program in Indian and
a single database housing nearly 2.5 million customer account, latest
technology and centralized operations ensure the best services
standards in the industry. With strong joint venture partner in maruti
and state bank of India with 1.9 million cardholders, GE money
continues to add value to its customers and partners in India
The
Project
 Transformers
GE entered a joint venture partnership with Xignux and their
transformer subsidiary Prolec in 1995, focused on delivering quality
power equipment products. Today, GE-Prolec offers a full range of
transformer products for the utility, residential, commercial,
industrial, and energy markets. Complying with all applicable
standards, these products provide flexible, reliable, and robust designs
to support the customer's various substation and power plant
applications. A complete line of accessories and state-of-the-art
monitoring and diagnostics can complement your transformer
solution to ensure performance optimization during the life of the
equipment.
 Power
Transformers
To utilities and industrials, GE-Prolec power transformers are the
product of choice because they deliver the reliability and performance
required due to their design, manufacturing and support
characteristics. These characteristics aid our customers in offering the
best level of energy supply.

Types
• Step down, Generator Step-up, Autotransformers, Shunt Reactors,
Auxiliaries for both Single and Three Phase application
• 5 - 650 MVA maximum rating
• Up to 1550 KV BIL
• High Voltage up to 550 KV
• Low Voltage up to 230 KV
• 50 or 60 Hz
• On Load and Off-load tap changers
Distribution Transformers
GE-Prolec offers a complete line of liquid-filled distribution
transformers that meet or exceed applicable ANSI/IEEE standards.
With high voltage up to 34.5kV and capacity up to 12 MVA, GE-
Prolec transformers are used in a wide range of residential,
commercial and industrial applications. High-grade materials,
combined with sophisticated engineering design systems are key
elements of a transformer that will deliver years of high-reliability
service.

Network Transformers
Utility network systems provide continuity of service that is
unmatched in the industry. Transformers are operated in parallel
within grids to serve multiple customers; individual transformer
failures do not interrupt service to any customers on the grid. GE's
network transformers provide superior corrosion protection using
Reeves zinc-rich epoxy costing. Computer aided design tools help
yield the most KVA per cubic foot of vault space available in the
industry today.
Achieving high reliability for critical loads and high-density load
areas are challenges that our network transformers can help you
overcome. Optimal voltage control can be achieved with our
microprocessor controlled voltage regulators and our power factor
correction equipment delivers the power quality that your customers
demand.

Voltage Regulators
Voltage regulators are used by IOU, REC, municipal, and industrial
customers to automatically maintain, or regulate, system voltage
levels within a pre-set band width. GE's voltage regulators are
recognized for designs that have long life with low maintenance
expenses.

We are concerned with the Power transformers

of 400KV only.

India’s Power and Distribution Transformers

Market to Grow Exponentially by 2012

Realizing the importance of private participation in the power sector,

India is strengthening its policies to encourage private investments.
The country’s Electricity Act of 2003 caused the compulsory
unbundling of the state electricity boards to improve their operational
efficiencies, thus creating new market demand for better transmission
equipment. As a result the Indian power and distribution transformers
market is growing rapidly, according to a recent study by Frost &
Sullivan, a global growth consulting company. The Frost & Sullivan
studies found that revenues in this industry totalled US$1.04 billion in
2005, and are likely to reach $5.31 billion in 2012.
"Government's emphasis on the transmission and distribution sector
reforms and investments are showing signs of fruition, thus creating a
phenomenal growth opportunity for the Indian transformer market,"
explained Frost & Sullivan Research Analyst S. Bharath Srinivasan.
"Due to rapid economic development and government's target of
‘power for all by 2012,' the Indian power sector will need to replicate
what has been achieved during the last 50 years in the next 10 years."
The growing presence of global participants in the power and
distribution transformers market is a cause for concern for local
Indian manufacturers, according to Frost & Sullivan. International
Manufacturers have expertise in segments such as extra-high-voltage
power transformers and standardized substation technologies.
Moreover, the Frost & Sullivan analysis found that minor investments
in transformer research and development in India pose a challenge to
domestic participants, who eventually pair up with multinational
giants for high-end technologies. The global price hike in transformer
raw materials such as copper, aluminium and oil caused transformer
prices to increase in India, the report found. Also, a shortage of cold-
rolled grain oriented steel is further escalating the price of this
essential transformer core material. With growing demand and price
both rising, Indian manufacturers are finding it difficult to maintain
margins in the long term, thereby transferring the burden of increased
costs to the end users, according to Frost & Sullivan.
The regulatory structure of the power sector has faced some
uncertainties in India due to the reluctance and failure of certain states
to put the regulations into practice, the study found.
Furthermore, utilities are confronting financial problems because of
high T&D losses, thus increasing their debt. Despite these setbacks,
the power sector in India is likely to remain buoyant, according to
Frost & Sullivan.

Reforms in the sector and the enlargement of the power distribution

network under India’s Accelerated Power Development and Reforms
Program is driving the growth and strengthening of sub-transmission
lines. In addition, the increase in transmission grid reliability will
result in heightened demand for power transformers, the analysis
shows.
"Other than the central and state utilities plans for power capacity
addition, private sector investment is also expected to have a
profound influence on the development of the power industry," noted
Frost & Sullivan's Srinivasan. "Also, aging equipment is creating
potential for a booming replacement market and this demand will be
sustained by the growth in industrial demand."
 Factors affecting sale of transformers

The factors that largely affect the sale of Transformers are:

Price:-
The price of the Transformer is the most prominent factor that affects
the sales. If the price offered by a company is more than the price
offered by any other company, then the company with a lesser price is
likely to have more sales. But it is not so every time, because some
time the brand and quality compensates the price of the product,
Because if offered a better quality and a reputed brand the customers
are willing to pay a higher price. The price also includes the shipping
cost and installation cost. We normally ignore the transportation and
installation charges, but sometimes these charges are really huge. As
transformers are very heavy and bulky, it takes a lot of labour and
time to install it. This also contributes to the overall cost of the
transformer.

The price of a GE transformer comes to ~ INR 300,000 - INR

350,000 / MVA as a thumb rule which is appreciably higher than what
local manufacturers provide in India.

Rise in price of Steel and Copper:-

The price of raw materials i.e. steel and copper also plays a major role
in the sale of transformers. The price of raw materials determines the
manufacturing cost of the transformer and thus increases its final cost.
The price of steel has gone higher considerably with in past years.
This is shown by the graphs shown above and below.
Copper is also a vital part of the transformer. Inside the transformer
the winding on its core is made from copper. Thus the price of copper
also plays a major role in the final price of the transformer thus
affecting its sales not only in India but throughout the world.
Technological advancements:
The new technology also affects the sale of transformers. As we know
that everyone wants to possess the latest technology gadgets. So in the
transformer market as technology is changing daily, the demand of
newer and improved transformers is increasing. The demand of older
transformers is decreasing and so is their cost going down as no one
wants to buy the older technology at higher prices. This is a big
problem for the manufacturers. The value of the inventory in their
store decreases when newer technology comes to play in the market.
Thus to sell that stock the manufacturers have to lower the prices.
DILIVERY TIME

As delivery play very important role in the sale of the transformer. If

the delivery time is long then this will affect the sale of the
transformer. For every consumer delivery time is one of the important
factors for the selection the organization.
Delivery time play an important role because delivery time is directly
proportional to the cost of the transformer. More the delivery time
more the cost of the transformer. Transporting of the transformer is
such a costly process that it affects lot on the overall cost of the
transformer. As GE has a problem in delivery time because GE has no
production unit in India, that why GE is facing lots of problem in
establishing the business in India.

BRAND / QUALITY

Brand or quality is also one of the important factor which play an

important role in the sale of the transformer.
Across the company, GE employees embrace Six Sigma's customer-
focused, data-driven philosophy and apply it to everything we do. GE
also works with their customers and suppliers to achieve the highest
levels of quality possible.
GE continue to build on successes by sharing best practices across all
of our businesses, putting the full power of GE behind our quest for
better, faster customer solutions.

MARKET DEMAND

Other factor which effect the sales of the transformer is Market

demand .If the market demand is high it isobvious that the sales of
the transformer is also increase There is directly proportional
relationship between the market demand and sales of the transformer
World electric transmission and distribution equipment demand is
likely to rise 4.4 percent annually through 2011. The industrial and
commercial sector will see the strongest gains as cogeneration
proliferates and products such as high voltage transformers become
more common outside of the utility sector. The market demand also
depends on the economy state of the country. When we talk about
India, we see it as a very fast growing economy. The demand of the
power distribution equipment in such a nation is likely to be very
high. Govt of India is planning to set up a number of new power
plants to meet the growing energy demand in the country, thus they
will need a number of high quality transformers. Thus there will be a
substantial increase in the demand of transformers in the country.

Swot analysis of GE in India

Swot analysis is a two by two matrix, which shows the Strengths,

Weakness, Opportunities and Threats of the product abut which we
are talking.
Strengths Weakness

Opportunities Threats

Strengths of GE
Brand
Quality
Varity of products
Better service
Better technology

Weakness
No manufacturing facility in India
Has to deliver all the products from USA to the destination
Higher prices
Takes longer time to deliver the products to customer
Not established in Indian transformer market

Opportunities
It can exploit and capture the huge Indian market
Customers in India now want better quality and technology products.
GE can explore this segment
Customers in India are mostly Government organizations, if GE get a
few contracts, it can capture a large share of market

Threats
Competitors
Changing market trends
Changing market demand
Higher shipping cost, order time

PEST Analysis
Political factors: The political factors include
  Monopolies legislation
 Environmental protection laws
 Taxation policy
 Employment laws
 Government policy
 Legislation
The political scenario in India is very favourable for the foreign
companies that want to enter Indian market. The government is
following the open door policy and it is inviting the foreign
companies to invest in India and sell their products in Indian market.
This will provide employment to a large number of people.
Economic Factors: The economic factors include
 Inflation
 Employment
 Disposable income
 Business cycles
 Energy availability and cost
In India the economy is really booming, there is a great demand of
power distribution equipment and the demand is to rise in the coming
years. Moreover the country is a developing country and there are
many power generation and power transmission projects going on in
the country. The customers are also willing to pay higher prices if
they are offered better quality and branded equipment.
Socio-cultural Factors: The socio-cultural factors include
  Demographics
 Distribution of income
 Social mobility
 Lifestyle changes
 Consumerism
 Levels of education
The socio-cultural factors also favour the company’s plans.
Technological Factors: The technological factors include
 New discoveries and innovations
 Speed of technology transfer
 Rates of obsolescence
 Internet
 Information technology
The technological factors also favour the company. The company has
the latest technology used in manufacturing transformers. It has the
best engineers and a well developed R&D department which enables
GE to develop newer and more effective technologies.
 Major players in Indian Transformer Market

BHEL has been by far the leading player in PPE with a market share
of 65% of the installed base in India. Other players are Siemens, GE,
Alstom , Ansaldo and Hanjung. BHEL, Siemens and ABB (now
Alstom) dominated the Indian power plant equipment industry till
1991. With IPPs and international competitive bidding setting in,
players like Mitsubishi, Hanjung, Hyundai and Chinese
manufacturers are also making their presence felt.
GE was not selling the 400KV transformers in India till now. GE
realised that there is a great opportunity in Indian market. Now it is
entering the Indian market in a big way. It is aiming to sell power
transformers of good quality, parts and services in India.

Competitor study
The main competitors of GE in Indian market are companies like
BHEL
Siemens
ABB (Alstom)
Ansaldo
Hanjung
The main market share is captured by BHEL. The others are also well
established. Almost all the competitors have a manufacturing facility
in India from where they manufacture and supply the product to the
customers. This enables them to lower their delivery time and also the
shipping cost thus lowering the overall cost of the product. These
companies have well developed marketing strategies to market their
product, this gives them a competitive advantage. More over their
price tag is also very competitive and beats GE’s price tag by a good
significance. On the other hand the regular service and change of
spare parts is also very quick and in less cost, while GE has to import
all its parts from USA or from warehouses in nearby countries. BHEL
is a government concern company so it holds a major advantage as
most of the customers in India are the government organizations. The
competitors also provide cheap and quicker service of the
transformers.

GE’s Edge over its competitor

The factors where GE has an edge over its competitors are:
Brand name: The brand name of GE around the world is the biggest
advantage of GE over the competitors. In today’s market brand is the
driving force behind most of the purchase that a customer does.
Transformer is a very expensive product. The customer wants to have
a product that lasts long and doesn’t give problems in operation, thus
they prefer products of good brands.
Technology: GE has the most modern technology. So its products are
also technically much advanced than its competitors. This is a great
advantage that GE has. The competitors in Indian market are mostly
Indian companies that do not have the latest technology.
Quality of products: the quality if the product is another point where
the company holds the advantage over its competitors in the Indian
market.
Quality of services: GE not only offers high quality products but also
high quality services for the products. It believes in building long
term relations with its customers. The competitors are also providing
good services but it does not match the quality of GE.

GE drawbacks
The factors where GE loses to its competitors are:
GE is a very well developed company but still it has some drawbacks
in India where it loses to its competitors. The main problem is that GE
does not have a manufacturing facility in India; it has to import its
products from other countries where it has a manufacturing facility
(mainly from USA). This leads to many problems; the delivery time
of the products (time taken by the company to deliver the products to
the customers) is much more that what its competitors promise. The
other problem arising is the shipping cost. The shipping cost of
transporting transformers is very high. This cost adds to the total cost
of the product which is already priced higher than that of the
competitor’s products. The other problem is that the competitors are
established in the market and GE is a new entrant in the Indian
transformer market. GE has to find customers and establish itself in
the market but its competitors are already established in the market.
They have loyal customers who buy their products. Because
purchasing a transformer from a company is also building a long term
relation between the company and the customer. More over GE has a
higher product price, which may be a major drawback in the price
conscious Indian market.
The price of a GE transformer comes to ~ INR 300,000 - INR
350,000 / MVA

Marketing problem

There is no dough that GE is the one of the best organization in world.

For the Indian transformers market GE is a new organization, so it
will take long time for it to be well known in Indian market. GE has
recently launched its power transformers in India. The sales are low.
GE needs a good marketing strategy for selling its transformers in
Indian market. They need to frame strategies and develop a good
image in the market to attract loyal customers.

RESEARCH DESIGN
A research design is a framework or blueprint for conducting the
marketing research project. It details the procedure necessary for
obtaining the information needed to structure and/or solve marketing
research problems. The research design provides a specific detail as to
how to implement the approach. A good research design will ensure
that marketing research project is conducted effectively and
efficiently. Typically, a research design involves the following
components, or tasks:
• Define the information needed.
 • Design the exploratory, descriptive and /or causal phases of the
research
• Specify the measurement and scaling procedures
• Construct and pretest the questionnaire or an appropriate form
of data collection
• Specify the sampling process and sample size
• Develop a plan for data analysis.
Research designs may be broadly classified as exploratory or
conclusive researches. The primary objective of exploratory research
is to provide insights into, and an understanding of the problem
confronting the researcher. The information needed is only loosely
defined at this stage and the research process adopted is flexible and
unstructured. The primary data is qualitative in nature. Usually these
researches are followed by further exploratory research or conclusive
research.
Conclusive research is done to assist the decision maker in
determining, evaluating and selecting the best course of action to be
taken in a given situation. The objective of conclusive research is to
test specific hypotheses and examine specific relationships.

.
RESEARCH
DESIGN
 EXPLORATORY CONCLUSIVE

DESCRIPTIVE CAUSAL

CROSS SECTIONAL LONGITUDANAL

SINGLE CROSS- MULTIPLE CROSS-

SECTIONAL SECTIONAL

In this project I have done Exploratory research. And I have used

secondary data.

Marketing Strategy
Strategy has three levels:
Market strategy
Business strategy
Functional strategy

Market strategy is of two types, Market Expansion and Market

focus.
In Indian market the competitors are well established (BHEL holds
nearly 65% of the market share) and have a large number of
customers that are loyal to the company. GE is a new entrant in the
400KV transformer segment, so it is not profitable to compete with
the well established competitors having Quality, Brand and
technology as the only weapons. Instead GE should use the
Expansion strategy for selling its 400KV transformers in Indian
market.
The conventional market is the government organizations involved in
the transmission and distribution of Power. Beside this the company
has to identify new markets.

The possible markets can be the private power generating and

transmission companies like Reliance etc, the big industrial plants that
need a very high voltage of power like that of 400KV, big housing
complexes and societies that need a different substation.
These markets can be explored and targeted. Most private companies
desire high quality, technically advance, reliable and durable products
and are also willing to pay more for all these factors. GE is has an
edge in these factors and has a very good brand image. Thus it should
position its products on basis of quality, technology and brand.

Business strategy is analyzing the structure of the organization and

restructuring it if needed. For example if the company wants to sell its
products in whole country it has to setup marketing and sales offices
in all parts of the country. It can be state wise or zone wise, if there is
not an adequate staff it needs to recruit more staff.
The company can also find a middle man who has very good contacts
or can bring possible customers to the company.
Functional strategy deals with applying the strategy in the market.
First the company has to make a budget for promotion of its product.
Then according to the budget it should decide which means of
promotion to choose. The possible methods of promotion can be:

• Giving advertisement in the Newspapers preferably on the front

page.

• The company can send its marketing officials to the office of the
state electricity boards, power generation and distribution
companies, electricity ministers and other targets to tell about
their product and promote it.

• Press conference can be organized for gaining the required

publicity for the product.

• Moreover lobbing (though illegal) can be used to raise the price

in the transformer market so that GE can decrease the price gap
between the price of the competitor and GE’s price tag.
 Recommendations
The recommendations for GE are
• It should not fight with the existing competitors in the market,
as it will be risky and will require a large number of resources.
Instead the company should opt for the expansion strategy.
• The delivery time of the product adds to the overall cost of the
product. GE has to import its products from its manufacturing
facility in USA, this increases the delivery time of the product.
The company can forecast the sales and can store the products in
the ware house in advance so that in could supply the product
directly from the ware house to customer and reduce the
delivery time.
• Marketing and sales office can be set up in different states of in
different zones of the country so that the vastness of the country
 can be efficiently covered. Skilled staff should be recruited to
run these offices.

References

• www.geenergy.com
• www.ge.com
• www.google.com
• www.wikipedia.com
• www.siemens.com
• www.bhel.com
• www.siemens.com
• www.abb.com
• Secondary data available in the company
• Marketing strategy
By- O.C.Ferrell
Michael D.Hartline
• Market research
By-Naresh K Malhotra
• Marketing management
By- Koshi Jha