The Marketing Strategy Of Whirlpool Corporation

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In the United States, the cooking industry is a mature market with high penetration, therefore, replacement product is significantly important to the industry. The United States has three major manufacturers for domestic production; Whirlpool, General Electric, and Electrolux. The appliance industry is changing and become more competitive with the influence of Asian competitors, specifically, LG and Samsung is importing appliances into the United States. Subsequently, in January 2016, a Chinese manufacturer, Haier, bid for the purchase of General Electric Appliances, finalizing the contract, Monday, June 6, 2016 (Thompson, 2016).
Whirlpool Corporation is the largest global manufacturer of home appliances (Innovation at the Pace of Life, 2016). Although, Whirlpool is globally the largest manufacturer, they do not dominate all markets, as they do in North America. In North America, Whirlpool’s strength lies in a strong and vast brand portfolio, consisting of seven brands (Fettig, 2016). In 2006, the United States Department of Justice approved the acquisition of Maytag Corporation by Whirlpool (Henriques, 2006). The acquisition served a two-fold purpose, seating Whirlpool in the number one market share position in North America and adding strong brands such as Maytag, Jenn-Air, and Amana to the portfolio. A series of acquisitions is accelerating growth for Whirlpool and ensuring global market leadership. Whirlpool acquired manufacturer, Indesit, in Italy, which has

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