Case Study: GE Healthcare

Innovating for Emerging Markets

1. Determine two emerging trends in the external environment that prompted General Electric (GE) Healthcare to develop a new strategy for the production and marketing of a low cost Electroencephalography (EEG) machine in bottom of the pyramid markets (BOP).

2. Examine two internal barriers GE Healthcare faced when developing its BOP market in India and determine the manner in which they hindered GE Healthcare's growth in this market segment.

3. Analyze two of the significant external barriers that GE Healthcare faced when trying to meet its marketing goals in the Indian market. Propose two ways to address these barriers.

4. Analyze the specific steps GE took in developing its strategy to grow its BOP market. Determine the manner in which those actions apply to the principles of strategic thinking and strategic planning.

5. Determine the manner in which GE Healthcare's strategy to improve its position in BOP markets contributed to the organization's value chain in both emerging and developed markets.