留学essay写作--GE医疗的战略分析

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留学essay写作--GE医疗的战略分析

GE Healthcare: Company Overview

GE Healthcare is a unit of the wider General Electric Company. It has a global orientation,

employing more than 46, 000 staff committed to serving healthcare professionals and patients in

over 100 countries. It is headquartered in the United Kingdom (UK)-the first GE business segment

outside the United States. It has a turnover of approximately $ 17 billion. The headquarters hosts

GE healthcare corporate offices as well as finance, sales, global sourcing departments, X-Ray

marketing, manufacturing, design and shipping. The finance and sales departments at the

headquarters handle GE Healthcare's high level decisions, but each modality often has its own

similar departments. The global sourcing department handles all purchasing for the firm.

GE Healthcare provides a variety of products services namely Technologies in medical imaging,

diagnostics in medicine, systems for monitoring patients, solutions for improving performance,

discovering drugs, and technologies to manufacture biopharmaceuticals. It also provides X-Ray

products which include; radiography, fluoroscopy, vascular, cardiology, and the Mobile C-Arm

machine. At present, GE Healthcare has six major business units;

Global Diagnostic Imaging Unit: with its headquarters in the US, its business includes; digital

mammography, X-ray services, Magnetic Resonance, Computed Tomography and technologies in

Molecular Imaging.

Integrated IT Solutions (IITS). Also headquartered in Barrington USA, IITS offers solutions in

clinical and monetary information technologies, such as IT Products and service for departments,

systems for picture Archiving and Communications, Information System solutions in Radiology

and Cardiovascular in addition to practices and systems for managing revenue cycles.

Medical Diagnostics Business Unit. This is headquartered in USA and its business includes;

Researches in Medical Diagnostics, manufacturing and marketing imaging agents used in medical

scanning techniques to view human body organs and tissues.

Clinical Systems Unit. Also Headquartered in the US, this business offers a variety of healthcare

services and technological solutions for medical officers and managers of healthcare systems.

These include; Ultrasound, technologies for monitoring patients, bone densitometry, incubators,

respiratory care and management of anesthesia.

GE Healthcare Life Sciences Unit. This is headquartered in Sweden. It produces technologies for

discovering drugs, biopharmaceutical manufacturing and cellular technologies. This division also

manufactures equipment for the purifying biopharmaceuticals.

GE Healthcare Surgery Business Unit. This division offers equipment and technologies for

surgical care interventions, cardiac, systems and technologies for diagnostic monitoring, systems

and data management technologies, to systems for mobile fluoroscopic imaging, instrumentations

on 3D visual systems and navigation. Its headquarters are in Utah, USA,

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GE Healthcare has offices in different parts of the world. It also has primary regional operation

centers in Paris, Japan, and India. (GE Healthcare Website; Retrieved December 2010)

Business Strategy and Organizational Structure Analysis

The world business environment is constantly changing, presenting new opportunities and

challenges. This calls for competitive strategies in order to remain competitive. This section

evaluates the opportunities and challenges presented by GE Healthcare organizational structure. In

the Financial Year (FY) ending December 2007, the company recorded revenues of $16, 997

million; an increase of 2.7% over 2006. The operating profit was $3,056 million in 2007; drop of

2.7% from 2006. This GE business unit recorded revenues of $16,015 million, during the

Financial Year (FY) ended December 2009. This reflected a decrease of 7.9% over FY 2008. The

operating profit for the FY ended December 2009 was $2,240 million a decrease of 15.1% over

FY 2008. Analysts attribute to both the complex internal and external environments of the

company. I evaluate this argument by undertaking a SWOT (Strengths, Weaknesses,

Opportunities, and Threats) analysis of the company and integrating it to the Porters Five Forces

Model.

Internal Analysis

GE healthcare is one of the best firms in leadership development. The firm's Human Resources

Department is keen in developing a strong workforce that responds to changing global needs. It

employs strategically employs and motivates the best qualified talents globally. It invests more

than $100 million annually on educational training and staff development. The GE Healthcare

Institute provides advanced training for GEHC employees and customers. It combines Technical

training, Applications and Leadership trainings. More than 70 laboratories with the latest

equipment provide GE and customers world class instruction in all areas of equipment

maintenance and operation. The Training in Partnership curriculum provides a full range of

training programs. GE managers are considered one of the firm's distinctive competencies and

strengths. The challenge is maintaining employee motivation through better remuneration in a

time of global economic meltdown and declining profits for the firm.

GE Healthcare is capable of changing and constantly re-inventing itself to deal with changing

business needs. Setting new standards for management, organizational design, Research and

Development has been the pillar of the firm. This is evidenced by the establishment of the six

distinctive business units stated above. Exploiting the resources that the firm has, this competency

can be meant un-substitutable. The firm is continually innovating to develop solutions to customer

changing needs. As Jeffrey Immelt stated, the firms' employees "have an ability to live in the

moment". This quality is rare and not easily imitated. This organizational culture ensures that

employees continue with innovation and development of new ideas.

The firm has a global orientation, with production facilities outside the US and UK, a wider

customer base, a superior brand, sales, marketing, IT and Production departments within every

modality. This ensures efficiency of service within each business unit. To ensure financial

accountability in outsourcing and procurement, decisions regarding this are handled by offices at

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the headquarters. GE Healthcare operates within the Rubric of the well known and established

General Electric; this promotes sharing of management knowledge and experiences. General

Electric is a well known Brand with a global touch. This strong internal structure has been at the

core of the firm's success. However Organizations function as systems, they interact and respond

to the surrounding environment (Barnard 1938). This calls for an external analysis of this firm.

External Analysis

Competitor Analysis

Analysts argue that competitors can ensure that similar firms remain productive. Though this can

be healthy for consumers, small competitors and substitute product can drive giants out of the

market. Siemens AG competes against GE group in communications, power, transportation,

medical, and lighting industries. Siemens and HE Healthcare are most competitive in the

healthcare industry. Siemens Medical Solutions happens to be largest supplier of healthcare

equipment globally. Siemens AG is distinctive in its innovativeness and provision of complete

solutions to its customers. Siemens is actually larger, with close to 440,000 employees, 70,000 of

which are located in the U.S. Despite the fact that GE Healthcare outdoes Siemens AG in

healthcare ($9.4 billion) and energy ($15.3 billion) it is a competitor that cannot be ignored. Both

operate at virtually global scale. Other competitors include FUJIFILM Medical Systems USA, Inc.

Hitachi Medical Corporation Nihon Kohden Corporation Schiller AG TOSHIBA Medical Systems

Corporation Philips Healthcare Philips Respironics, Inc.

Industry Analysis

General Electric's firms including the Healthcare unit have been analyzed using porters five forces

model to determine which industry is more attractive. GE Healthcare industry is challenged by

competitors and new market entrants. Consumers constantly demand low prices at a high quality

leading to intensive bargaining. Retailers have to bargain with suppliers to fix the prices of their

products. The GE retail industry also faces the threat of substitute products. For more on the

competency strategy, SWOT analysis an the forces model see Appendix 1 and 2.

Recommendations

GE Healthcare already has a global orientation, large customer base. The success of GE

Healthcare lies at how best it chooses its business focus. There is need to focus on a specific

market niche. Too much diversification and provision of a wide variety of products may be a step

forward but it can also become a mechanism for reversal. Much diversification can lead to lose of

business focus. It is evident that new technology and the creation of a global virtual market offer

an opportunity for the firm to grow its business. African and some Asian markets are still virgins

to the firm. There is need to identify and exploit this business markets. Where favorable, establish

production facilities. Advertising and strategic marketing remains a superior option to strengthen

the firm's brand identity. With increasing human rights concerns and demands for accountability,

there is need for education and corporate social responsibility, as consumers are becoming more

sensitive to scientific information. Nevertheless challenges of environmental accountability

abound and cannot be ignored.

Works Cited

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Barnard, C.I. The Functions of the Executive, Cambridge, MA: Harvard University Press, 1938.

Print.

Barnard, C.I. Organization and Management: Selected Papers, Cambridge, MA: Harvard

University Press. 1948. Print.

Brady, Diane. GE: When Execs Outperform the Stock. Business Week 17 Apr. 2006.

Goel Sanjay et al .General Electric: Strategic Management. April 20, 2006

Appendix 1

GE Healthcare: SWOT

Strengths

Innovation Research and Development

Broad Product Portfolio/business units

Global Orientation/customers/market share

Recognized Brand-strong reputation/image

Superior Technology

Ability reinvent itself to deal with

changing times

Strong Organizational Culture/structure

Strategic Alliances and Agreements

Awards and Recognition

Weaknesses

Fluctuating Revenues/profits

Voluntary Product Recalls

FIDA Warning Letters

Environmental legal constrains

Opportunities

Growing Aged Population

Market Potential

Emerging Markets

New Product Launches

Inorganic Growth Strategy

Threats

Introduction of Innovative Technologies

Competitive Environment

FIDA Regulations

Deficit Reduction Act

Increased regulations regarding

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outsourcing

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