Professional Documents
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International Marketing 2
International Marketing 2
INTERNATIONAL MARKETING
03 04
Results and Conclusions
Discussions
INTRODUCTION
Founded: November 11, 1911
Headquartered:
Benton Harbor Michigan, US
Research centers: 50
ABSTRACT
Microwave ovens
Refrigerators
Gryers
WHIRLPOOL’S GLOBAL
MARKETING STRATEGY
European Market:
Whirlpool's success has
In 1989, Whirlpool entered the European
been achieved in part
Market by buying a 53% stake in the
through a portfolio of
appliance division of Dutch based Philips
brands that offer
Electronic for $ 470 million
products in different
price ranges. Developed three pan European brands to
High-end brands: differentiate its product line: Whirlpool,
Bauknect, and Ignis,
KitchenAid and Maytag
Mid-priced brands: Had nearly ten years experience selling to
Amana and Whirlpool. the European market and grown its
European market share to a sizeable 13%
WHIRLPOOL’S ADAPTATION
PRODUCT STRATEGY:
Ideale - world’s least expensive automatic washer
MACHINE:
THE REASONS The Secondary reason:
WHY PEOPLE The use of washing machines as a main household
appliance also proves that people's quality of life is
BUY AND OWN
getting higher day by day.
MAJOR
APPLIANCES Whirlpool washing machines make customers feel not
outdated, in terms of aesthetics. After researching the
SUCH AS A market, whirlpool washing machine manufacturers
WASHING have launched many lines of washing machines to
MACHINE: meet the needs of consumers in many countries.
WHAT ARE THE KEY LESSONS TO BE LEARNED FROM
WHIRLPOOL’S EXPERIENCE IN EMERGING MARKETS?
1. Local market analysis
2. Localized products
Whirlpool’s
3. Focus on basic value Experiences
4. Local Adaptation
Whirlpool’s
Experience
THANKS FOR
WATCHING