Whirlpool Corporation

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Executive Summary

is a Michigan-based global appliance companydealing in refrigerators, washing machines, stoves, dryers, andmicrowave ovens. It offers a brand portfolio of products in differentprice ranges, with global brands such as Whirlpool, Kitchen Aid, andMaytag locally adapted products like Brastemp and regional ones suchas Consul. Through focus groups, research teams, and analysts, thisappliance company developed a global market segmentation approach inEurope, listening to consumer demands while heavily relying on marketresearch to maintain its leadership in the United States, withdifferent countries preferring different types of features. Thecompany also engages in usability studies to determine customers’behaviors. In this context, Whirlpool’s design guru Chuck Jonesensures that brand has its visual design language.

Question 1, Answer 1: Whirlpool uses both extension andadaptations strategy. Extension approach was applied when enteringthe Brazilian market. The Brastemp and Consul are the local brandsthe company acquired. It used the Consul brand to develop thecheapest automatic washer in the world.

Question 2, Answer 1: Appliances assist people in making homechores easier and timely. Washing machines are also useful in casesof the heavy-duty washing. Answer 2: Appliances can also beused as furniture in the living rooms as well as offering the aspectof pride for the individuals who own.

Question 3, Answer 1: Market research brought about theaspect of global market segmentation leading success in Europe anddifferent types of features. Similarly, usability studies wereessential in providing information on how consumers interact withproducts. Market research enabled the company to come up with newproducts to fill specific emerging market gaps. (Jolibert et al.2012).

Question 3, answer 2: Methodologies: Qualitative andquantitative approaches. For instance, an observation was used by itsteam when they watched a volunteer put groceries away in KenmoreElite refrigerator. The data which they recorded in this plus othersfrom the market research shows they applied quantitative methodology.

Question 3, answer 3: Qualitative approach provides hands-oninformation. It also minimizes chances of distortion of valuabledata. On the other hand, the quantitative method ensures that thedate gathered is compressed to the important key parts. Onedisadvantage of the qualitative approach, in the observation, merelywatching the volunteer without talking is unsatisfactory (Jolibert etal. 2012).

Question 4, Answer 1: Emerging markets needs new products toaddress their specific demands. They should also be persuaded toconsider other available appliances other than washing machines.


Jolibert A., Mühlbacher H., Flores L. &amp Dubois P. (2012),Marketing Management: A Value-Creation Process, PalgraveMacmillan

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