Electrolux's

Marketing
Strategy
Group 1:
Dede Kurniawan (C1B019040)
Sheren Beatrick (C1B019149)
Sharon Rivani Martiza (C1B021023)
Yona Rania Qonitah (C1B021045)
Ariq Fikri (C1B021059)
Ferenika Adhani (C1B021116)
 ELECTROLUX
GROUP
AB Electrolux, popularly known as Electrolux, is a global leader in home and professional appliances,
including refrigerators, cookers, dishwashers, washing machines, vacuum cleaners, air conditioners, and
small domestic appliances. It sells more than 50 million products in 150 countries.
The Electrolux group consists of six business divisions, including four major appliances divisions, a small
appliances division, and a professional products division.
In 2013, Electrolux was among the top five global players in the household appliances industry, along
with Whirlpool, the Haier Group, Bosch-Siemens, and I.G Electronics, These companies contributed to
nearly 50 percent of the global appliances sales.
The major drivers of this industry are increased per capita income, changing lifestyles, consumer
spending, housing activities, and urbanization. Economic growth in emerging markets is expected to
boost the industry.
The main competitive advantages of Electrolux are global presence, consumer insight, design,
professional legacy, scandinavian heritage, wide product range, people and culture, and sustainability
leadership.
 1.
Evaluate Electrolux’s strategy in
light of its vision and the global
trends in the household
appliance industry.

QUESTIONS 2.
What benefits will Electrolux
receive from the acquisition of
GE Appliances?
How does it fit in with the
strategic direction of the
group?
What other strategic options
can Electrolux pursue for
future growth to achieve
greater global dominance?
1. Evaluate Electrolux’s strategy in light of its vision and
the global trends in the household appliance industry
Electrolux's vision is to become the world's premier consumer electronics
company, valued by its customers, employees and shareholders.
Its strategy is based on 4 pillars namely: innovative products, operational
excellence, profitable growth and dedicated employees.
Company restructuring has improved production efficiency.
Electrolux is dedicated to horizontal integration for comprehensive growth.
Their line of ultra-silent products helps prevent noise pollution as their global
trends incline towards sustainable products.
In order to produce local variations for different markets, they have followed
“same product architecture, differentiated design”.
The following factors give Electrolux a competitive edge: Global presence,
consumer insight, professional legacy, sustainability, Scandinavian heritage and
wide product range.
2. What benefits will Electrolux receive from the acquisition of GE Appliances?
How does it fit in with the strategic direction of the group? What other strategic options
can Electrolux pursue for future growth to achieve greater global dominance?
What benefits will Electrolux receive from the acquisition of GE Appliances?
Benefits gained through acquisition of General Electric (GE) appliance gave Electrolux
control over the Kitchen and Laundry products. 90% of the sales will be with Electrolux
and running its own Logistics and Distribution Network in North America while 48.4%
shareholding in Mexican Appliance Company. Through this acquisition Electrolux will have
more financial strength and more global business around the world.

How does it fit in with the strategic direction of the group?

Product list and diversity in products increased.
By experiencing growth with acquisitions as done in the past.
The company is not well-versed with the beginning of newer markets.
Increase global reach and operational efficiency under the company’s banner.
Paving a path to the Vision or the Goal the company wants to achieve.
Company’s technological advancements.
2. What benefits will Electrolux receive from the acquisition of GE Appliances?
How does it fit in with the strategic direction of the group? What other strategic options
can Electrolux pursue for future growth to achieve greater global dominance?

What other strategic options can Electrolux pursue for future growth to achieve greater
global dominance?
Being price conscious as per the country or place selling in.
Targeting emerging markets such as India and other markets with population.
Aim to know the customers' needs and begin working towards those with a strong
market research program.
Prices and offers to attract more customers are part of the market research program.
As part of improving market channeling, raise awareness of the brand and highlight the
unique selling point of the product.
THANK YOU