By- Akshpreet Narula

Anand Hemani

Ankit Singh

Harkamal Singh

Pallavi Jaiswal

Sandeep Singh Sandhu

B2B Live Project Submitted to:

Prof Rohitesh Gidwani

Contents

1. RFP

2. COMPETITOR ANALYSIS

3. STP

4. PRODUCT OFFERINGS

5. MARKETING PLAN

6. BUYING CENTER

7. CONCLUSION

Request for proposal

History

Powering a century of light ( 1917)

Builds America’s first Jet Engine (1942)

Become leading commercial engine supplier (1971)

Built its first marine & industrial gas turbine (1958)

World’s most powerful Jet Engine (1995)

GE acquired Smiths Aerospace (2007)

Product portfolio

Commercial engines = 4.9 Billion Dollar

Commercial engine service= 7.2 Billion dollar

Military engines and services= 3.7 Billion Dollar

System= 2.7 Billion Dollar

Business and General Aviation= 0.4 Billion Dollar

Clients serviced

Commercial-

Armed forces-

International India

Malaysia’s Air Asia

Jet Airways

Scandinavian Airlines

Spice Jet

ANA Go Air

International India

Saudi Arabia Indian Navy P-81

Australia Indian Air force Tejas MK-1

USA Indian Air Force Tejas MK-2

Financials

Revenue 2011 – 18.9 Billion dollar

CAGR revenue 7 %

Annual R&D and launch cost 1.4 billion dollar

Technology spend 4 billion dollar

STP

Primary Segmentation

We segment GE aviation in commercial aircraft and services.

CF6 TURBOFAN ENGINES (40K-70Klbs)- AIRBUS A300 SERIES, BOEING

(767,747), CX JAPANESE TRANSPORT.

CT7 ENGINES (1700-2800SHP)- SAAB 340 & CASA/IPTNCN 235

TO ALL THOSE WHO ARE IN NEED OF ALL

THESE ENGINES

ASIAN & AFRICAN MARKET

GP7200 - derived from enhancements of GE90 core and the PW4000 low spool

heritage.

Is a refined derivative with an infusion of new, proven technologies

Alliance GP7200 incorporates advanced technologies from leading aircraft engine

manufacturers: GE Aviation and Pratt & Whitney.

GEnx - GE's “ecomagination" product portfolio

GE’s business strategy to develop new, cost-effective

technologies that enhance customers' environmental and

operating performance.

Delivers 15 percent better specific fuel consumption.

Combustor - dramatically reduces NOx gases – 56% below

today's regulatory limits.

GEnx's emissions for other regulated gases - 94.5% below

current regulatory limits, ensuring clean compliance.

Power Boeing 787 Dreamliner

and the Boeing 747-8

Commercial

Commercial engines power

aircraft in all categories

of range:

Short/medium

Intermediate

Long-range

Executive and

Regional aircraft.

Targeting

Geographic :

- China

- Europe (Germany)

- India

- Brazil

- Turkey

Marine

Industrial

Positioning Positioned : Gold standard

Customer centred

GE focuses on a “what to make for the markets”

approach instead of reverting to a “make and sell”

approach.

Key factors such as environment, health and resource

optimization play an important role. GE ensures that

these factors are carefully considered during product

development.

…cont

New, breakthrough technology

Innovation

Impact day to day life

Competitive analysis

Competitive Landscape

MAJOR PLAYERS IN THE AVIATION MARKET.

OVERVIEW GE Aviation is a top supplier of aircraft engines for a majority

of aircraft around the world. In terms of competitors, GE

Aviation only has two -- Rolls-Royce and Pratt & Whitney.

Commercially, it supplies engines for Boeing's 747-8 and

Boeing's new 787. For the government, it has built engines for

the F18/A Hornet, Super Hornet, engines for the Black Hawk

and Apache helicopters, as well as other military equipment.

This division of GE has come off a strong quarter whereby it

increased revenue by 2% and orders are up 18%. And the

future continues to look bright for this division.

SALES IN MILLION $

COMPARISON COMPANY PRODUCTS REVENU

E 2012 ($)

REVENUE 2011 ($)

GE AVIATION (PARENT COMPANY IS GE )

Turbofan, turboprop, and turboshaft engines for a variety of civil and military aircraft.

19.9bn 18.9bn

PRATT & WHITNEY (PARENT COMPANY IS UNITED TECHNOLOGIES CORP)

Turbofan and turboprop engines for a variety of civil and military aircraft.

14bn 13.4bn

ROLLS ROYCE Turbofan, turboprop, and turboshaft engines for a variety of civil and military aircraft

12.1bn 11.1bn

JOINT VENTURES

COMPANY PARTNERSHIP AND OWNERSHIP PERCENTAGES

THE ENGINE ALLIANCE

GE AVIATION - 50% PRATT & WHITNEY - 50%

CFM GE AVIATION - 50% SNECMA MOTEURS – 50%

IAE ROLLS ROYCE – 32.5% PRATT & WHITNEY – 32.5% JAPANESE AERO ENGINE CORP – 23% MTU AERO ENGINES – 12%

BOEING 777 ENGINE MARKET SHARE

GE AVIATION

ROLLS ROYCE

PRATT&WHITNEY

FUTURE OUTLOOK

Cont….

GE Backed orders worth $9bn adding to the $6bn deal already procured this year from united airlines.

The company also expects orders of 1000 engines worth $13bn.

On the other hand PW secured orders for 730 engines for EMBARER regional sales.

Also inked $1.4bn deals to supply 84 engines for Chile’s latam airline.

Product offerings

PRODUCT OFFERING

GE PRODUCES VARIETY OF ENGINES FOR

BUSINESS AND GENERAL

PURPOSE,MILITARY,COMMERCIAL AND MARINE.

TURBOJETS

HIGH AND LOW-BY PASS TURBOFANS

HIGH BY PASS TURBOFANS

TURBOPROPS/PROPFANS

TURBOSHAFTS

VEHICLE PROPULSION

INDUSTRIAL AERO-DERIVATIVE AND MARINE

PROPULSION

SYSTEMS Air Traffic Optimization Services-GE's Air Traffic

Optimization Services is working with airlines, air

navigation service providers, aviation regulators and

airports to solve air traffic problems and make the way we

fly more efficient.

Avionic Systems-Aviation computing systems, controls and

interface systems, crew interface systems, navigation &

guidance systems, IVHM and mission systems.

Mechanical Systems-Already a leading supplier of aerostructures,

nacelles, propellers, landing gear and aerial refueling systems, GE

Aviation's Systems business is investing in new technologies to

create the next generation of integrated mechanical systems for

civil and military applications around the world. This fresh

approach to systems integration helps customers increase

capability, improve functionality and lower costs of ownership.

Integrated Power Systems

By developing state-of-the-art technology, GE is creating

advanced energy management, including electric power

generation, control, distribution, conversion and storage. Our

integrated power systems deliver electric power efficiently and

robustly for military and civil customers.

GE AVIATION SERVICES

ADVANCES IN ENGINE MAINTENANCE.

SERVICE SOLUTIONS

• FUEL

• DATA

• REPAIR

LIFE CYCLE SOLUTIONS

ON POINT SOLUTIONS

Each OnPoint Solution is unique and draws on the breadth

and depth of GE Aviation’s overall experience and expertise

as they work collaboratively with the customer to arrive at

an ideal combination of products and services.

This approach also considers special needs, such as pricing

terms and payment structure. Flexible financing options

transfer risks from the customer to GE Aviation for reduced

financial and operational uncertainty. This can involve

everything from time on wing and cost per shop visit to

long-term cost of ownership, short-term cash flow risk or

lease return condition risk.

ENGINE DATA COLLECTION GROWING

Types of Data Collected

•Engine temp, oil pressure, fuel flow, core speed.

•On-condition fault & excedance reports.

•Failure modes: e.g, blade distress, vibration.

DIGITAL SOLUTIONS

Fleet planning

Asset tracking

during shop visit

Decision support

New & used material options & ordering

Technical insight

Engine performance

monitoring & alerts

Compliance

SB/AD availability &

incorporation status

Desktop access via web portal Mobile access via smart phone

NEW TOOLS WILL DELIVER SOLUTIONS THROUGH MULTIPLE CHANNELS .

FUEL AND CARBON SOLUTIONS

Phase 1

• Gather airline data.

Phase 2

• Relate data and prioritize solutions.

Phase 3&4

• Deliver and verify savings.

CONT….

Phase 3&4

Operational techniques, fuel planning Clear core engine wash, emisions

monitoring.

Phase 2

Relating performance and monitoring performance.

Flight planning, fuel conservation, fuel operations

Phase 1

Flight planning, fuel loads, flight data.

Engine operation and maintenance cost.

Clear core engine wash systems.

GE Diagnostics

Wash requirement identified

GE Clear Core

Equipment or service

Complete effluent capture

GE Fuel and Carbon

Post wash tracking and quantification.

CREATING VALUE WITH ENHANCED OFFERINGS

REPAIR TECHNOLOGY

CORE REPAIRING TECHNOLOGIES

INSPECTION

JOINING

SPECIALIZED

WELDING

COATING

METAL ADDITION

ADVANCE MATERIAL

CLEANING

GE INVESTS MORE THAN $100MN IN REPAIR DEVELOPMENTS

Marketing

communication plan

Social Media Content

They have 16K followers on Twitter and 4,000 Facebook fans.

What they do well

They give their followers a nickname as "AVgeeks."

They share content other than their own

The Producer: Mark Begor, GE Capital’s real estate business produces a weekly 5-10 minute video for his division.

The Distributor: Louraine Bolsinger, VP and GM of GE Aviation Began blogging a few years ago; developed a 360 blog where all her direct reports blog with her; 12 regular contributors

GE have attractive and catchy videos and website to convey there messages on various websites.

Over 100 years of brand building

2003 imagination at work

1980s+ We Bring Good Things to Life

1970s Progress for People Men Helping Man

1960s+ Progress is Our Most Important Product

1950s We’ve Got A Patent on Progress

1940s You Can Put Your Confidence in General Electric

1930s+ Live Better Electrically

1920s Initials of a Friend…GE

1915 Largest Electrical Manufacturer in the World

1912 The Guarantee of Excellence on Goods Electrical

GE Campaign and promotion

In 2003 GE launched a major new campaign, "imagination at work.

The campaign promoted GE's B2B units such as GE Aircraft Engines, GE Medical Systems, and GE Plastics. The goal was to unify these divisions under the GE brand while giving them a voice.

GE Partners With Buzz Feed for B-to-B Native promote GE's presence at the Paris Air Show. The campaign includes

sponsored posts such as the article "16 Amazing Things You'll See at an Air Show"

the custom video "Incredible Flight Discoveries That You Didn't Know About.“

A new computer game-like way of navigating the site, called "Flight Mode,“

In addition to a weeklong industry event that ended Sunday, the campaign touted the new GE 90 turbofan.

GE works campaign “Every 2 seconds, a GE-powered aircraft takes off. “

Decision making Unit

DMU

INITIATORS

GATEKEEPERS

BUYERS

DECIDER

USERS

INFLUNCERS

ASSUMPTIONS India Takes Flight: GE Aviation partners with Jet

Airways.

With thousands of GE engines installed on the global fleet of commercial, business and general aviation aircraft, GE is helping power the aircraft that are moving India. There are over 450 engines in service across India using GE technology and another 200 on order with local Indian carriers.

GE engines set the industry standard for fuel efficiency, reliability and outstanding service. India's commercial airline fleet is expected to grow quad-fold in the next two decades and GE Aviation is poised to meet the challenge of that rapid growth.

DMU TEAM OF GE-Aviation. Initiator: Executive Director

Users: Employees and Owners

Buyer/ Gatekeepers : Purchase Manager/Production manager

Influencers: Packaging team

Deciders: Sales team & Marketing team

Conclusion

Conclusion-

Source: Boeing, Current market outlook

India & China lead the global market in traffic growth

HOW GE CONCLUDE

Great GE business that invests and delivers

Winning products on winning airplanes

Unprecedented installed base … and growing

Continuous investment across the portfolio

GE commitment to technology leadership

THANK YOU