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GE needs new message, not new medium

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The New York Times reports that General Electric Co. (NYSE: GE) sponsored a webcast yesterday with its CEO, Jeff Immelt, to answer questions submitted by the general public. Immelt denied that its NBC Universal unit was for sale while answering questions from Carl Quintanilla and a co-host of the Squawk Box program on CNBC, and Chrystia Freedland, the United States managing editor of The Financial Times.

A few disclosures are in order: GE invited me to participate in this webcast but I had a prior commitment. I met last July with GE's CFO -- where he said that NBC Universal was worth between $40 billion and $45 billion. I've appeared on CNBC with Quintanilla, most recently as guest host of Squawk Box. And I own GE stock and am not a happy camper since it's trading 13% below where it was on September 10, 2001 when Immelt took over. The S&P 500 has risen 21% since then.

Is Immelt right that GE is undervalued? I took a look at that question and concluded that it was slightly overvalued on February 27th. Specifically, I calculated a range of breakup values for GE which were between 11.1% and 1.5% less below GE's current market capitalization. I could be wrong about that analysis since I was compounding assumptions on assumptions and had no guidance on the analysis from GE.

While I like the effort to reach out to individual investors, I think the key opportunity to boost GE stock is to increase its exposure to building infrastructure in emerging markets such as China and India. These are profitable growing markets where GE has a competitive advantage. Unfortunately, its current bets are so spread out that many investors probably view the stock as one that will at best grow at the rate of the overall economy.

And with economists increasingly concluding that the economy is in a recession, it will be hard to attract new investor interest in a stock that investors expect to be exposed to that negative economic growth. And if GE's earnings grow 10.9% by 2009, it is pricey at a Price/Earnings to Growth (PEG) ratio of 1.4 on a P/E of 15.5.

Peter Cohan is President of Peter S. Cohan & Associates. He also teaches management at Babson College and edits The Cohan Letter. He owns GE shares.

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Last updated: November 11, 2009: 03:53 PM

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