Marketing Plan for General Electric

Essay by JHolliday7University, Master'sA, January 2010

download word file, 12 pages 5.0

Executive SummaryAccording to the National Fire Protection Association (NFPA, 2008), "cooking fires are the #1 cause of home fires and home fire injuries" resulting in hundreds of deaths and hundreds of millions of dollars of damage each year. With such troubling reports kitchen safety has become increasingly important to consumers. In order to demonstrate commitment to consumer safety General Electric is pleased to introduce its latest innovation in cooking products development - the GE Cook Alert.

GE is committed into achieving leadership by developing global technical capabilities, increasing new product growth, and investing in global research. With today's competitive environment GE's commitment to quality is a top priority to the company; making a commitment to its customer to ensure the highest standards of manufactured products (, 2008). Innovation has been the key to GE's past and will remain the key to its future. As the firm continues its introduction of the latest innovation in cooking products development - the GE Cook Alert - General Electric must determine the viability of the product in the existing household appliance market.

To accomplish this, GE will conduct various forms of marketing research. Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions. To begin marketing research for the GE Cook Alert, GE attempts to identify the target market, understand the buyers / consumers purchasing decisions, and analyze the current competitive landscape.

Product DescriptionThe purpose of the GE Cook Alert is to alert the user when the range burner remains on after removing cookware from the burner. Often, when a range burner is turned low or on the simmer setting the person operating the stove is unable to see the flame on a gas stove, or the coils are no longer red on an...