Whirpool India Pvt. Ltd.

The Whirlpool Corporation is an American multinational manufacturer and

marketer of home appliances. Whirlpool of India Limited headquartered in

Gurugram, is one of the leading manufacturers and marketers of major

home appliances in the country.

Some of the Corporate Locations of whirpool in india are:

Technology Center Location:

Whirlpool of India owns two state-of-the-art technology facilities at

Gurugram and Pune.

Manufacturing Locations:

Whirlpool of India owns three state-of-the-art manufacturing facilities at

Faridabad Pondicherry and Pune.

Years of establishment and brief history :

Whirlpool of India Ltd was incorporated in the year 1960 as Kelvinator of

India Ltd. The company was formed in collaboration with Kelvinator

International Corporation USA for the manufacture of refrigerators

compressors and allied products. In the year 1974 they established a

factory for the manufacture of electrical grade stampings in collaboration

with Thermal Refrigeration Ltd UK.

Whirlpool of India Limited (WIL) is an 82.3 per cent subsidiary of

Whirlpool Corporation, US, one of the leading global consumer durable

players. Whirlpool is among India’s leading home appliances companies. It

manufactures and markets refrigerators, washing machines, air-conditioners

and microwave ovens. Set up in 1995, Whirlpool India has 2,500

employees.

On November 11, 1911, Louis Upton (Lou), who worked as an insurance

salesman, and his uncle, Emory Upton, who owned a machine shop,
 founded the Upton Machine Company. Following a failed business venture,

Lou acquired a patent to a manual clothes washer.

Whirpool aims to be:

“Be the best kitchen and laundry company, in constant pursuit of improving

life at home”

And

“Earn trust and create demand for our brands in a digital world”

Whirpools value statement:

“Our values are the driving force behind everything we do. Respect,

integrity, inclusion and diversity, teamwork and the spirit of winning
propel our teams to excellence. We funnel these values into creating the
best consumer appliances, but we also bring them to how we think about
the world around us.”

Organizational structure:

1. Systems, applications & products Plant Maintenance Naming

Conventions.
2. Systems, applications & products enterprise resource planning structure.

3. Systems, applications & products Plant Maintenance structure

4.Systems, applications & products Plant Maintenance Functional
Hierarchy

SWOT analysis.
One of the most reputed companies in the world, Whirlpool is an
American manufacturer of large and small home appliances and
consumer durables. The company has various brands under the parent
company of Whirlpool and Whirlpool can be called as an
Umbrella brand. To discuss more about the company, here is
the SWOT analysis of Whirlpool.

1.Strengths in the SWOT analysis of Whirlpool

Excellent product portfolio – Whirlpool is one of the largest

manufacturers of home appliances as well as consumer electronics.
Whirlpool has Washing machines, Refrigerators, Air Conditioners and
many different products in its portfolio. Its Product portfolio is quite in
depth.

Huge Revenue – Whirlpool has a huge revenue of $21 Billion per year
as of 2017.

Employee strength – Whirlpool has a huge employee strength which is

advantageous to the company. Whirlpool has around 1 lakh employees
across the world.

Weaknesses in the SWOT analysis of Whirlpool

Stagnancy in total revenue – A major weakness Whirlpool faces is that there

is stagnancy in their total revenue generated. Since the last several years
Whirlpool has risen and dropped but it has stayed on or around $21 billion
revenue. This shows that the company is not growing and is losing market
share to other competitors.

Dependence on US market – The company is majorly dependent on the

US markets and some markets in Asia. As a result, it loses to other brands in
other countries and loses out on potential revenue.

More of a Market Follower – Whirlpool is known as a market follower and

not an innovator because most its products are extensions of existing product
line and not something new which it brings to the world.
High revenue but low margin – The revenue is high but to maintain the same
level of revenue, the expenses are getting higher too. As a result, the company
has high revenue but the net margin is dropping.

Opportunities in the SWOT analysis of Whirlpool

Entering Small Appliances – Whirlpool is known majorly as a large appliance

and home appliances product. But there are many small appliances which are
not present in the product portfolio of Whirlpool. This is something
which LG has done and which Whirlpool can do to expand its targeted customer
base and to offer more products from its own brand.

E-commerce sales – Whirlpool can capitalize the rise in E-commerce sales

across the globe and especially in developing nations.

R & D – Whirlpool can spend more on its R & D to give even better products at
competitive prices to the customer thereby penetrating the market even more.

Services – The consumer durables segment is one of the segments where

service is always a major problem because of the nature of the products.
Thus, innovations in service delivery will help the brand in brand equity as well
as in becoming a trustworthy brand.

Threats in the SWOT analysis of Whirlpool

Intense Competition – A major problem to Whirlpool is the intense

competition in this industry. As a result, other brands are taking away market
share and Whirlpool’s revenue is touching stagnancy. The competition is not
going to drop in time. Thus Whirlpool needs to look at additional avenues to
generate revenue and to get profit.

Dropping margins – The dropping margins are a major threat to Whirlpool as

they challenge the brands expansion and the brands existence directly.

Mature markets – US and other Asia markets are mature markets where there
are many brands present and penetrated. As a result, having a footprint in these
regions is getting more and more difficult.