Whirlpool Case Study

2162 Words Dec 20th, 2012 9 Pages
| Research Helps Whirlpool Keep Cool At Home | Act Local In Emerging Markets | | |

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Table of Contents

Introduction 3 Global Marketing Strategy 3 Why People Buy Appliances 4 The Role of Market Research 5 Key Lessons Learned 6 Summary 7

Introduction
Whirlpool Corporation got its start back in November 1911 with founders Louis and Emory Upton. It was originally called the Upton Machine Company before going through a couple of name changes. The first was the change to Nineteen Hundred Corporation after Upton merged with Nineteen Hundred Washer Company in 1929. It then changed to Whirlpool Corporation in 1950 and it has remained the same ever since.
In 2011, 100 years after gettings its start, the company was the “is the
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Specifically talking about Brazil, they associate white with cleanliness so the only color available for their washers is white. In India, they provide green and blue in addition to white. They also put the washers on casters so they can be moved easily. China has the belief that the color white shows dirt easily so it isn’t as desirable as in other countries. For that reason they offer light blue and gray as color options.
Another example of platform variation is the labeling of products. Since many in China use bicycles as their mode of transportation, the washer’s heavy duty wash cycle is labeled as “grease removal”.
Through market research, Whirlpool was able to figure out that different consumers wanted different features included in the products. The market research was a driving force to Whirlpool developing an adaptation strategy for local markets. New products were released in the global market which addressed the specific needs the emerging market customers and is what assisted Whirlpool in becoming a global contender.
Why People Buy Appliances
Appliances are just like computers, cell phones, and automobiles. The main reason a person buys appliances is because they are modern conveniences. In a first world country nearly every home has a refrigerator in their kitchen. In the United States people purchase appliances primarily to add convenience to their everyday lives,
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