G.E. CONSUMER ELECTRONIC GROUP

GENERAL ELECTRIC CONSUMER ELECTRONIC GROUP

The General Electric Consumer Electronic Group (CEG) was formed through the combining of the consumer electronic divisions of the General Electric Company (GE) and the RCA Corporation subsequent to GE's purchase of RCA in 1985. This research addresses several questions related to the CEG.

The PreMerger Performance of GE and RCA in Consumer Electronics

In the context of the premerger performance of GE and RCA in consumer electronics, this research seeks to identify the reasons for the poor performance of the two companies during the 1960s and 1970s. In the 1960s and 1970s, the consumer electronics industry in the United States, including GE and RCA, was suffering as a result of the economic recession and excessive inflation in the 1970s, and because of strong competitive pressures from Japanese and other Asian electronics manufacturers during both the 1960s and the 1970s. As of the mid1970s, the foreign electronics manufacturers were not yet dominating the consumer electronics market in the United States, but they had made a significant market penetration. Further, this market penetration was expanding annually. The major issues confronting the GE and RCA with respect to its manufacture and marketing of electronics products were as follows:

1. The American television picture tube business was in serious trouble. The economic recession had seriously harmed the industry. Of greater significance, h

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visions of GE and RCA would provide the level of expertise and capacity to compete effectively in the domestic markets. Additionally, the American consumer electronics industry had successfully persuaded the American federal government to provide the domestic industry with some protection against foreign competition through an orderly marketing agreement. The top management of the CEG also formulated a strategy to substantially reduce manufacturing costs and to improve production quality. Each of these factors was expected to make it possible for the CEG to compete effectively against foreign competition in the domestic market of the United States. The top management at CEG also expected that the merging of the strong distribution networks of the consumer electronics divisions of GE and RCA would translate into a major competitive advantage against the foreign manufacturers. A major problem that confronted the CEG, however, was the RCA television picture tube production operation. Outside consultants had concluded that, even with the benefits of the orderly marketing agreement, the RCA picture tube plants could not be price competitive with the Asian electronics manufacturers. As all of the other picture tube manufacturing

Category: Science - G