Whirlpool Case

1261 Words Oct 13th, 2011 6 Pages
Whirlpool case

1. Describe Whirpool’s global marketing strategy.
At its early beginning, Whirlpool was a normal company in U.S; it started selling white good like refrigerators, stoves, washing machines, and microwave ovens. Its sells were $18 billion a year and growing 2 or 3 percent annually. Whirlpool is one of the market leaders of electro domestics, nowadays, not only in the United States but also worldwide. This is because Whirlpool sells 3 different lines of products that differ on prices but not quality: from Kitchen Aid, Kenmore/Whirlpool, and Raper and Estate.
David Whitwam was CEO in Whirlpool in the year 1993, and he bet for globalization. Whitwam easily noticed that a great number of Whirlpool’s revenues were coming from
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Whirlpool didn’t just studied Brazil’s economy, but they also used these personal interviews to get to know Brazilians behaviors better and find reason to them… almost as in getting inside their minds to get to know what’s inside and how they think.

The search for new specific needs products in local markets makes it easier to adjust to developing markets. This methodology helped Whirlpool when it decided that expansion was needed in several countries, and basing on the success interviews had gotten in Brazil, they continue on doing research to know their clients and design specific products for them.. or in this case adapting an existing product “Ideale” to another markets. This lead to the four-leg machine for Brazil, gray and blue machines for China with a special ‘grase removing’ cycle, and easily moving machines for India that also have their own special delicate cycle named ‘sari’.

3. Do you think developing products for low-income consumers in emerging markets is the right strategy?
In some cases it could not be a good strategy for products like refrigerators, microwaves and washing machines because people with a low income do not worry that much on having a new microwave or a nice refrigerator, they care more about having something to eat or something to wear instead of thinking about their new electro domestic.
And it probably wouldn’t
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