whirlpool case :: essays research papers

Whirlpool is an appliance conjunction headquartered in the United States. The gild has a global presence and ranks as number two world wide. They be the market leader in the United States. The major goal of the company is to achieve global growth.Whirlpools global marketing strategy is based on segmenting customers well and providing suitable reapings for each ad hoc market. They agree different strategies and market conditions for substantial markets and developing markets. The company segments its products in developed markets like United States and europium. In United States there are trinity segments high end products, medium priced products and low end products. In Europe there are only two traditionalists and aspirers. In those markets the competition is severe, the market is fragmented and growth rate of the industry is low around 1 or 2 percent. So, the company tries to maintain its position by swing costs down by decreasing the number of warehouses & the product nurture budget and increasing productivity. In developing markets such as Brazil, mainland China and India, Whirlpool tries to produce products that match the local needs and tastes of the majority (low-end customers). They pick up two major strategies for that. They use political program mode and innovations. In the platform method, the company produces same platforms that are the technical core of the end product for each market. Later on market specific capabilities are added to the product. The differentwise method is innovation of a bran impudently product for a specific local market. Then the company uses this new product in other markets that have similar needs and tastes by using platform method (making minor adjustments for each market).Market research is used to gather learning about the marketplace. By using this data, the company decides what the local needs and tastes are, how the breakdown should be made and which segment gives priority to what features. Acco rding to the results the company launches new products or modifies their existing products for the given market.Developing products for low income consumers in uphill markets may be a good strategy. As the majority of mint in developing countries are low income consumers, by reaching those consumers the company will have huge brand recognition in that country.