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Whirlpool Corporation

A Case Study

INTRODUCTION

Whirlpool : A Brief History


In 1908, Lou Upton invested his savings in a venture to manufacture household equipment. When that company failed to materialize, Upton was offered the opportunity to select something of value from the failed venture as a return on his investment.

Whirlpool : A Brief History


Lou Upton brought the patents and his innovative vision home to St. Joseph, Michigan. In 1911, Lou joined his uncle Emory and brother Fred to produce motor-driven wringer washers as the Upton Machine Company.

Whirlpool Today
Whirlpool Corporation is the world's leading manufacturer and marketer of major home appliances, with annual sales of more than $19 billion in 2011, 68,000 employees, and 66 manufacturing and technology research centers around the world. All Whirlpool products are sold under the brands Inglis, Admiral, Whirlpool, Bauknecht, Maytag, Jenn-Air, Magic Chef, Amana, Roper, Estate, and KitchenAid.

Whirlpool Today
It manufactures appliances in 12 countries under 13 principal brand names and markets products in almost every country around the world.

Whirlpool geographically operates in North America, Europe, Latin America, and Asia.

CENTRAL & SUBSIDIARY PROBLEM

Central Problem
This particular case study finds that the central problem of Whirlpool Corporation is maintaining its position as market leader in home appliance industry.

OBJECTIVES

Objectives
Create unrivaled customer loyalty
Create performance results that excite and reward global investors with superior returns Take a more customer- centric approach

S.W.O.T ANALYSIS

S.W.O.T Analysis

S.W.O.T Analysis

ALTERNATIVE COURSESOF ACTION (ACAs)

ACAs
Manage Brands as assets
For a brand to be a true brand, it must be consistent, not just in name, but in position and what it offers.

Protect the brand value


It involves focusing resources on selected tangible and intangible attributes to differentiate the brand in an attractive, meaningful and compelling way for the targeted audience.

ACAs
Flexible, self-service access and distribution
A manufacturers external supply chain is as critical to a corporate growth strategy as consumers themselves.

Brand Consistency
Collaboration is always a key part of any taxonomy and metadata design process.

RECOMMENDATION

Recommendation
Flexible, self-service access and distribution
A manufacturers external supply chain is as critical to a corporate growth strategy as consumers themselves. The company must treat and manage a broad group of trade partners, retailers, and independent storefronts as an individual customer group with specialized requirements.

Presented to :
Dr. Oscar Gulmatico Presented by :

Papa, Kimberly O. San Pedro, Mary Joyce C. Serrano, Sheila Mae Rosary G.