Electrolux Company: Integrating Modern Technology for Marketing

This managerial project discusses the primary management cause of Electrolux Company's failure to integrate modern and competitive technology for marketing its products. The project aims to investigate the cause of the decline in sales, develop the most suitable marketing technique to maximize sales, and investigate the response of customers regarding the company's products. The project uses face-to-face interviews, web-based questionnaires, surveys, and case studies for data collection and frequency analysis, interviews, and surveys for data analysis.

Managerial Project 1
Managerial Project
Student’s Name
Course Code and Name
Instructor’s Name
Institution’s Name
City State

Managerial Project 2
Background
Electrolux Company is located in Australia and is well-known for its manufacturing of home
appliances and electronics for personal use such as refrigerator and deep freezers. The
company has more than 1200 employees who work in its Australian firm and others in
Adelaide, SA the company’s manufacturing branch. Accordingly the company has a market
share of about 30% of the entire refrigerators and deep freezer market in Australia. However,
in the recent past Electrolux Company has been faced with on how to increase its profits and
sales due to lack of a competitive excellent technology doe marketing its products. Thus, the
company has been unable to identify its potential customers due to lack of a competitive
technology to facilitate the same. Also, new entry of competitors is the industry is a major
concern.
Management Problem/Decision to be made
Accordingly, the primary management cause of Electrolux Company is its failure to integrate
the modern and competitive excellent technology for marketing its products. As a result, the
company’s products have been unable to get marketed to a wider market share due to the
insufficiency in information reaching out to prospective customers. Additionally the
Electrolux management seems not to have poor communication between its teams. There is
need for a seamless relation between marketing and merchandising teams to help make well
and informed strategic decisions on how to maximize sales performance. Therefore, the
decision that Electrolux should make an initiative to integrate a modern and competitive
technology for marketing its products to its existing and prospect customers, which shall be
achieved through undertaking a sales force effective study to determine the cause of the
problem.
Research questions
1. What is the cause of the decline in Electrolux Company sales?

Managerial Project 3
2. Which should be the most suitable marketing approach that shall maximize sales on
the company products?
3. What is the response of customers regarding the company’s products?
Research Objectives
 To find out the cause of decline in sales of Electrolux Company.
 To develop the most suitable marketing technique to maximize the company’s
product sales.
 To investigate the response of customer regarding the company’s products
Subject area (apparent discipline) the parent discipline in the case of Electrolux Company is
marketing.
Key theoretical frameworks: theory of market roles.
Specific academic journals for background/literature
1. Beverland, M. and Lindgreen, A., 2010. What makes a good case study? A positivist
review of qualitative case research published in Industrial Marketing Management,
1971–2006. Industrial Marketing Management, 39(1), pp.56-63.
2. Connelly, B.L., Ketchen, D.J. and Slater, S.F., 2011. Toward a “theoretical toolbox”
for sustainability research in marketing. Journal of the Academy of Marketing
Science, 39(1), pp.86-100.
3. Netland, T., 2013. Exploring the phenomenon of company-specific production
systems: one-best-way or own-best-way?. International Journal of Production
Research, 51(4), pp.1084-1097.
http://www.tandfonline.com/doi/abs/10.1080/00207543.2012.676686
List of company/industry/government sources to be investigated for secondary data
Some of the companies that I intent to investigate in search of secondary data regarding
marketing include: use of case studies, surveys and interviews. The case studies will provide

Managerial Project 4
the business with extensive understanding on the way in which customers interact and react
to their products. The surveys shall be used because it is a fast research approach that allows
a company to collect expansive information in a quick way at a relatively low cost. The use
of interview will employ similar question as those used in the survey by offering individuals
the chance to respond at length about the company’s products.
Method/Approach used for gathering and analysing data
Research Objective Data Collection
Methods/Techniques
(secondary and/or
primary)
Data Analysis Plan
R01: To investigate the response of
customer regarding the company’s
products
Interview Face to face interview
and telephone
interview
R02: To develop the most suitable
marketing technique to maximize
the company’s product sales.
Surveys and case studies Web-based
questionnaire
R03: To find out the cause of
decline in sales of Electrolux
Company.
Interview and surveys Frequency analysis
Time schedule for my research activities to complete the project
Activity Duration (days)
Initiating 3
Planning 2
Data collection 5
Data analysis 4

Managerial Project 5
Executing 7
Closure 2
Report compiling 1