Case Study 1: GE Healthcare (A): Innovating for Emerging Markets

Running head: GE HEALTHCARE 1

GE HEALTHCARE 3

GE Healthcare

Student’s name

University affiliation

GE Healthcare

One of the emerging trends in the external environment that have has led to the development of a new strategy by the General Electric (GE) Healthcare for the its production activities, as well as marketing of cheap Electroencephalography (EEG) machines. is the ability of the company to enjoy a market that was not developed. This undeveloped market comprises of the people who are in the middle class in India. and even Even though they are still considered as poor as per the western standards, they are in a position ofcan affording the products that are sold at a price that is lower as compared to than that set in the Western countries. Comment by Gail L: Run-on sentence: This sentence has too many ideas. For example, consider having your first sentence stop after "machines." Comment by Gail L: Paragraphs: You could add a sentence about the importance of both internal and external markets. Comment by Gail L: Verbs: A verb needs to match the number of the noun. "One" is singular, so the verb must also be singular. Comment by Gail L: Grammar: Include in your sentence only what concerns the content of your paper. I did not find anything labeled "production." You had valuable insights about markets and marketing. Good job! Comment by Gail L: Sentences: This sentence is unnecessary because you have covered marketing in your first sentence and the next sentence about an undeveloped market. Comment by Gail L: Word flow: These are unnecessary words. Comment by Gail L: Word flow: "can" is a more precise verb

The other emerging trend in the external environment that has led to the development of a new strategy by the General Electric (GE) Healthcare is the large populations existing in the BOP markets. Most of the countries existing in the market have their governments responsible for the procurement of the medical equipment used in the hospitals. The GE Healthcare thus wanted to indulge in the large populations that are found in the BOP markets and those who are willing to implement the use of products that are affordable and those which can meet the desired performance (Herhausen, 2011). Comment by Gail L: Acronym: You introduced "GE" in the first paragraph, so you can use "GE" throughout your paper. Comment by Gail L: Acronym: Use whole words the first time in the same way that you did for "GE." Comment by Gail L: Paragraph: The connection of government to large populations is not clear. You could add a few sentences to explain how the procurement by government is related to the large populations. Comment by Gail L: Paragraph: The connections for size of population, affordability, and performance are not clear. More explanation is needed about what requirements are met by the GE Healthcare products. Comment by Gail L: Proofread: a word is missing between "use" and "products"

One of the internal barriers that GE Healthcare faced in the process of its development of its BOP market in India is that it was not able was not being able to tap into the vast market fully (Insead, 2015). This is because theThe sales that were made in India only comprised of a small fraction of the total sales made by the company. and also the fact thatAlso, the needs of the people in the Indian market were not given much attention in this global organization which was highly centralized. The second internal barrier that GE Healthcare faced in the process of its development of its BOP market in India is was the R&D initiatives carried out in India. This was an obstacle to the development process of GE healthcare because they had the a tendency of gravitating towards fulfilling the needs of the customers who are were said to be in the high-end segment which was familiar to the developed customers in the GE's market. This hindered the growth of the GE Healthcare in the market since it produced and sold products that were not meeting the needs of the customers. Comment by Gail L: Word flow: Use a smoother flow of words. Comment by Gail L: Verb tense: you have used past tense, so stay with the past perspective consistently. Comment by Gail L: Clarity of word flow: This reason does not fully explain why the needs were being met.

One of the external barriers that the GE Healthcare faced in the process of trying to achieve its goals in marketing in the Indian market is the heart disease which causes death to a large number of people in the country. The deaths resulting from this disease makes the testing of the ECG be of significant impact in the early detection. The machines produced were only designed to meet the needs of the large and the modern hospitals since they were highly priced. One of the ways to address this barrier is ensuring that the company offers machines at an affordable price to make them meet the needs of the old hospitals in the market. The second external barrier is that only a few people in the country could afford to undergo the testing using these machines which were considered to be high end since they were very expensive. In addition to this, it was not possible for the people living in the rural areas as well as the small towns to access the hospitals (Insead, 2015). One of the approaches that can be employed to address this barrier is reducing the cost incurred in the conducting of the tests using the high-end machines and also ensuring access to the people in the rural areas and small towns through the market penetration in the interior.

There are many steps that GE took with an aim of developing a long-term strategy to expand to the BOP markets. The organizations used the thought that for it to be able to expand to the markets of the developing world, it required to manage to produce useful products that will be highly competitive in the market, and thus through those products, the organization will be introduced into the BOP markets and begin making sales within them. The steps that this organization took to obtain the market access of the BOP organizations related directly to strategic thinking. This is because the organization, to begin with, formulated a single product to act as an experiment in providing the organization with information on how the market of the BOP operates. Despite the fact that the Indian market did not provide revenue that could be considered successful with the GE standards, it could be regarded as successful in the Indian Markets (Insead, 2015).

The GE's healthcare's strategy in improving its BOP market's position contributed significantly to both developed and developing markets. For the case of developing markets, to begin with, the organization managed to formulate means through which it could penetrate their market. Through the first product, ECG for the Indian market that it formulated, it obtained the basics of the BOP market on how to penetrate these markets. For the case of the developed markets, on the other hand, the organization managed to increase its market area and thus increased its market value and abilities to obtain more capital (Hutt, & Speh, 2013).

Comma usage. This was our most repeated error, so I'll include a resource below to help with comma usage. But a good place to start for your revisions is to look at each of your sentences. We don't want each sentence to be three lines long because that's too much information, so splitting it into a few different sentences instead of using a comma would dramatically improve your paper.

2. Repeated phrases. You don't need to put the exact wording from your directions into your paper (I've highlighted it within your paper). Keeping things concise and fresh is an essay's best friend. Finding different words for ones you've already used in the same paragraph will also help.

3. Matching verbs. When you have multiple verbs in a sentence, make sure they're all in the same tense, i.e. This goal helps and hurts the company. ("helps" and "hurts" are in the same form).

References

Herhausen, D. (2011). Understanding proactive customer orientation: construct development and managerial implications. Wiesbaden: Gabler Verlag.

Hutt, M. & Speh, T. (2013). Business marketing management: B2B. Australia Mason, OH: South-Western, Cengage Learning.

Insead, (2015). GE Healthcare; Innovating for Emerging Markets: The business school of the world. Retrieved from http://bit.ly/2axbrZK