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    Saumya Srivastava
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    The challenge facing Whirlpool is not only external in catering to local customers need, but also internalall the regional and the local units have to "buy in" to the global vision. Whirlpool's marketing goal is to leverage resources across borders. How is this evident in its marketing approach.

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    The challenge facing Whirlpool is not only external in catering to local customers need, but also internalall the regional and the local units have to "buy in" to the global vision. Whirlpool's marketing goal is to leverage resources across borders. How is this evident in its marketing approach.

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    127 views14 pages

    Whirlpool Group6

    Uploaded by

    Saumya Srivastava
    The challenge facing Whirlpool is not only external in catering to local customers need, but also internalall the regional and the local units have to "buy in" to the global vision. Whirlpool's marketing goal is to leverage resources across borders. How is this evident in its marketing approach.

    Copyright:

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    of 14

    Whirlpool & The Global Appliance Industry

    Powerpoint Templates

    Page 1

    World's No. 1 global appliance brand Leader of the $120 billion global home appliance industry Markets some of the worlds most recognized appliance brands, including Whirlpool, Maytag, KitchenAid, JennAir, Amana, Bauknecht, Brastemp and Consul Annual sales of approximately $17 billion, has 67,000 employees Maintains 67 manufacturing and technology research Powerpoint around the world centers Templates

    Page 2

    Global Network
    Microwave ovens
    Stoves Washers Refrigerators

    Front loading

    Top loading Made in Clyde, Ohio

    Engineered- Designed (made) America Sweden Made in China (Tulsa, Okla)

    Germanmade

    Assembled Brazil

    American consumers

    Powerpoint Templates

    Export: Mexico

    Export: Europe
    Page 3

    Global Success Factors

    Access to distribution Channels Large Scope of Products Innovation with regard to Product size High in Quality

    Innovative Products with new features, Operating Efficiently Product Quality with respect to durability

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    Page 4

    Global Success Factors

    Innovative Products: Efficient & EcoFriendly Quality: Durability

    Service to Customers Quality, Durability

    Powerpoint Templates

    Page 5

    Whirlpool's marketing goal is to leverage resources across borders. How is this evident in its marketing approach?

    Powerpoint Templates

    Page 6

    Major acquisition of the Dutch consumer goods giant PHILIPS Joint ventures with companies in Mexico and India Increased ownership in companies in Canada and Brazil

    Expansion in Latin America, Asia, and greater presence Europe By 1995, the company established manufacturing and marketing presence in India, China and the Asia Pacific region. Global operating platform adds benefits as well as complexities to its house of brands

    Whirlpools Every HomeEverywhere mantra Global operating platform to increase worldwide market penetration while sustaining innovation, brand equity, and competitive advantage across its house of brands Strategy of Product Innovation sought to develop superior products based on consumer needs and wants

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    Page 7

    The challenge facing Whirlpool is not only external in catering to local customers need, but also internal- all the regional and the local units have to buy in to the global vision. What types of particular issues may arise, and how should they be dealt with? Powerpoint Templates

    Page 8

    Challenges
    Acceptance of global vision itself Transfer of technology - the cost associated with it
    Some products do well in some markets and cant be applied to every market as demand of consumers are different
    Standardization can be an issue, as different regions have different machinery and assembly plants

    Joint ventures may not buy in the whirlpool scheme of things


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    Dealing with the challenges

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    Page 10

    Some of the Global trends among the major manufacturers of household appliances:

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    Page 11

    Top 5 Major Home Appliances Brand in the World


    Brand
    Haier Whirlpool LG Panasonic G.E.

    Company Name
    Haier Group

    Headquarters
    Qingdao, China Seoul, South Korea Osaka, Japan Fairfield, Connecticut, USA

    Market Share
    5.1% 4.5% 4.3% 3.1% 3.0%

    Whirlpool Corp. Michigan, USA LG Group Panasonic Corp. General Electrics Co.

    Source: Euro Monitor International

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    Page 12

    Haier invades the West with a new range of connected products

    Global Trends

    Haiers Cloud Living Reveals the Future of the Home at CES 2012

    LG Electronics expects a double-digit growth in home appliance spending in the US

    Panasonic Corp. has said it is relocating its global procurement and logistics headquarters to Singapore

    General Electric Co. has spent billions of dollars in recent years to expand their overseas research labs Powerpoint Templates Page 13

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    Page 14

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