GE Capital, Transportation Services
GE Capital, Transportation Services, has more than 1.6 million cars under lease and service management around the world and customers ranging from small businesses to Fortune 500 corporations
When you’re a unit of GE, the expectation is that you WILL lead the market in both sales and profits. GE Capital, Transportation Services, the provider of commercial car and truck financing and fleet management to corporate clients, had a ways to go to get there.
When Copernicus first met with marketers at the organization, it focused exclusively on large fleets and promised competitive rates. Management wanted to gather market-based information before making any decisions about possible new services and additional offerings that might help it move up from the #4 position in its market.
Insight
Our market segmentation work identified “Leaders” as the optimal target. Members of this group were not only from larger companies, they sought customized attention more than rates.
Strategy
We included links to industry selling databases so that the sales force could easily find companies in the “Leader” group. Further work was done to develop a new offering and positioning.
Growth
GE’s new “Insight” Strategy has increased financing volume by 80% and received a “Gold Standard” Award by GE Corporate Management.