Electrolux Company: Integrating Modern Technology for Marketing

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?