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Whirlpool and The Global Appliance Industry
Whirlpool and The Global Appliance Industry
Appliance Industry
Xaviers Institute of Management
By:
Soham Pradhan UEMF15027
Srijeet Mishra UEMF15028
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2. Branding :
Whirlpool prime motive was to promote itself as single Global brand.
Eg: Spent $135 million in Europe for its branding after acquiring
Philips.
A successful single global brand will help in easy acceptability of new
products.
3. Centralised Purchasing :
It helped in controlling the price of the raw materials
Number of suppliers were reduced by 50% ( from 1600 to 800).
4. Product Standardisation :
Basic functionalities and technology of home appliances are similar
across the globe.
Product has to be only altered in terms of size and capacity.
Eg.: Whirlpool redesigned the automatic washers of Philips Italy and
Germany so that it shared more parts.
This led to reduction of warehouses form 36 to 8.
5. Product Innovations :
Product innovations were triggered by local consumer need and
expectation.
Eg. : It developed new Crisp wave microwave oven for European
customers appetising for brown and crisp food.
GROWTH MARKET
MATURE MARKET
Asia, China
Asia, China
Latin America
Latin America
Japan,USA,Europe
Japan,USA,Europe
-
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This helps global company to have broad positioning of their products and
mode of service selection.
Questions
1. Whirlpools marketing goal is to leverage resources
across borders. How is this evident in its marketing
approach?
As evidenced on the Whirlpools international websites,
A similar look and feel of high quality is maintained, and
satisfaction is consistently advertised. However, products are
designed specifically to meet individual country and cultural
demands.
The high standard for each particular demand is met through this
look and feel of Whirlpool.
Because of this similar overall structure of the product, the basic
resources used in production will be the same across the board,
although the individual functions will be slightly different.
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I.
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III.
Conclusion:
The Whirlpool Corporation is a strong company with a solid strategy as its
base. For many years Whirlpool has been a leading manufacturer and
marketer of home appliances, at home as well as abroad. With the ever
increasing globalization of our economy, Whirlpool will need to treat each
of its foreign markets as a separate market with its own separate needs
and identity. To grow and to remain successful and capitalize on the many
growing world markets, Whirlpool has, and must continue to expand
globally. While expanding, Whirlpool must continuously evaluate and
assess its performance and direction so that it may continue as a global
market leader in the appliance industry.
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