Marketing Management Report: Whirlpool's Strategies and Analysis

This report provides a comprehensive marketing analysis of Whirlpool Corporation, a leading home appliance manufacturer. It begins with an executive summary and a detailed table of contents. The report examines Whirlpool's mission, vision, and brand strategy, followed by an in-depth analysis using the 5Cs framework (Company, Customers, Collaborators, Competitors, and Context) and a SWOT analysis. It explores the company's strengths, weaknesses, opportunities, and threats within the competitive landscape, including competitors like Samsung and Haier. The report delves into consumer demand, competitor strategies, and the changing business context, including political, economic, socio-cultural, and technological factors. It also assesses the role of collaborators in Whirlpool's operations. The report then recommends marketing strategies, including target market selection and value proposition development, along with a proposed marketing mix. The conclusion summarizes key findings and recommendations, supported by a comprehensive list of references.

Running Head: MARKETING MANAGEMENT 0
Marketing Management
(Student Name)

MARKETING MANAGEMENT 1
Executive Summary
Marketing strategy play a prominent role in the evolution of business or organization. Most of
the leading businesses lead in the marketplace with the help of effective marketing strategies.
One of the leading companies Whirlpool also has adopted effective marketing strategy that made
them successful in the global market in well-organized manner. Whirlpool offer variety of
products and services related to home appliance that is consider as the basic product for the
consumers. The increase demand in the market attracts maximum number of other companies
such as Samsung, Haier, and LG that created biggest competition to the business. The
corporation faces certain defies in competing their competitors. Therefore, it is required for the
company to focus on their current marketing approaches that can support them to improve their
overall recital of the business in effective and efficient manner.

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Table of Contents
Executive Summary.........................................................................................................................1
Background of company..................................................................................................................3
Mission and Value Statement..........................................................................................................3
Mission.........................................................................................................................................3
Vision...........................................................................................................................................3
Slogan...........................................................................................................................................3
Role of brand in Marketing Strategy...............................................................................................3
Analysis of 5Cs................................................................................................................................4
Company......................................................................................................................................4
SWOT analysis.........................................................................................................................4
Customers.....................................................................................................................................4
Collaborations..............................................................................................................................4
Competitors..................................................................................................................................5
Context.........................................................................................................................................5
Collecting Information for 5Cs........................................................................................................6
Analysis demand of consumers....................................................................................................6
Competitor analysis......................................................................................................................6
Change in the context of business................................................................................................6
Role of collaborators....................................................................................................................6

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Developing Marketing strategy.......................................................................................................7
Choice of target market................................................................................................................7
Value Proposition.........................................................................................................................7
Positioning Statement..................................................................................................................7
Justification..................................................................................................................................8
Recommended Marketing Mix........................................................................................................8
Justification..................................................................................................................................9
Conclusion.......................................................................................................................................9
References......................................................................................................................................11

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Background of company
Whirlpool is one of the largest markets of home appliances in the recent world. It is a fortune
500 company with an annual turnover of around $20billion. The company employed more than
70,000 employees in their business as well as more than 70 manufacturing with other research
centers all over the world. The company is now the manufacturer as well as marketer of home
appliances brands such as Amana, Whirlpool, Maytag, Kitchen Aid as well as Jenn-Air. It has a
strategy of globally acquiring the local brand that drives it by the innovation by analyzing as well
as understanding the local consumers in better way as well as by delivering innovative solutions
to them. The company majorly delivers and offer home appliances such as washing machine, Air
conditioner, microwave, and Refrigerators, geezer, water purifiers, home ups and other various
accessories (Bloomberg, 2019)
Mission and Value Statement
Mission
“Everyone, Passionately Creating Loyal Customers for Life”
According to such statement the company establishes and introduces an approach of
commitments as well as dedication towards each customer by their employees. It is one of the
missions of the company to increase the level of consumer satisfaction that will make them grow
in the market.
Vision
“Every Home and Every Where with Pride, Passion and Performance”
The company believes along with the vibrant and succinct vision to reach out to each
homegrown irrespective its revenue prospective in one manner or further as well as soupçon
subsists of individuals and plug it with job of owing its product. It has vision to lead in the
market through their great performance in the global market hat make them succeed.

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Slogan
“You and Whirlpool, the world best homemaker”
Role of brand in Marketing Strategy
Whirlpool is one of the leading brands in the international market. The business has a embraced
numerous promotion strategies to spread awareness about their products. Majorly the business
believes in traditional marketing method to target their consumers. It analyzes the market
efficiently and makes the plan accordingly to target their consumers. However, in the
competitive market, the business confronted various challenges in directing their customers due
to its competitors have strong marketing strategies that make biggest issue for the company
(Popkova, Gornostaeva and Tregulova, 2018).
Analysis of 5Cs
Company
SWOT analysis
Strengths Weaknesses
 Strong Brand Image
 Strong leadership in Washing machine
 Coverage the whole world
 Huge involvement in charity work
 Stagnancy in the total revenue
 Great dependence on US market for
revenue
 Lacking in Differentiation of products
 High revenue generation but low
margin
Opportunities Threats

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 The company can add new small
appliances in their product portfolio
 The company can capitalize the rise in
e-commerce sales in the global market
 Innovation in the service delivery will
give new life to the company
 Great level of rivalry in the marketplace
 Dropping margin in the market
 US and other Asia markets are mature
markets where there are many brands
that present as well as penetrate
(Popkova, 2017).
Customers
The company is based on appliances that are required by every individual in the market. They
serve basic products as well therefore; the company serves their products to all range of
consumers from low to high. It has different variety of products that is been purchased by the
consumers according to their budget and requirement. Due to huge competition in the market, the
consumers are seeking for reasonable price product in the marketplace that generate challenge
for the corporation to maintain price for their consumers (Hult et. al., 2017)
Collaborations
Suppliers, distributor as well partners play a vigorous role in the development and success of any
trade. The main partners of the company are Scott, Sunrise appliances, Trend Appliances, Jetson,
Bouche Appliances and so on. With the help of distribution channel t7he company can able to
magnify their corporate in an n global market. Distributors are provided at every region to make
their product available to the customers in an operative way. the suppliers of whirlpool realized
the sales deteriorated by -3.33% as compare to the same quarter a year ago, consecutively the
sales of the company grew by 3.12 %. Therefore, they help the company to achieve great success
in the marketplace in an operative and well-organized manner (Zdziarski, Srai and Rezk, 2016).

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(Source: Whirlpool Corporation, 2019)
Competitors
The company has many established competitors. The major competitors for the company are
Haier as well as Samsung. Such companies also provide similar services while comparing with
Whirlpool. They offer better services at better price that make them competitive in the market.
Haier and Samsung are also the leading company in the global market that contributes tough
competition to the Whirlpool due to their string brand image in the international market.
Therefore, the business is fronting stiff rivalry from the home appliances creators from Asia as
well as other contents. The entry of new players, on the top of existing completion, would further
intensify the competition in the international appliance market that drive down in the prices of
the product (Kumar and Subramanian, 2015).
Context
Political Analysis and legal: Whirlpool is the international company; therefore, they not only
have to worry about the U.S. policy but also are required to keep close eyes on the multiple
countries policies. For example, the cost of water in Canada is high and new law has been passed
that states the laundry can only be done at certain time of the day. Such raises some issues for the
company.

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Economic Analysis: the revenue of the company is depends on the overall economic condition
of the country. Therefore, every country has different growth level of economic if any
fluctuations occur it greatly affected on the overall performance of the company (Worrell and
Krier, 2018)
Socio-culture changes: it can create threat and opportunities to the company. In some of the
developing countries the size of the families is decreasing as well as some of them are ready to
spend amount on such products that give new market to the consumers. However, some of the
developing countries face the issue of low income level that resists them to spend amount in such
products that pretentious general sales of the corporation.
Technological: the up-gradation in the technology affected overall profit margin of the business
at superior level. The change in technology forces the business to invest enormous amount in
R&D that pretentious overall price of the business (Biswas, 2018).
Collecting Information for 5Cs
Analysis demand of consumers
According to the research it can be analyzed that in the recent scenario, the consumers prefer
innovative and upgraded products at reasonable price. The consumers not only acquire the
products with the greater brand value but also the products that are offering additional services.
Therefore, in such industry, the consumers majorly want high quality of products at reasonable
prices. Moreover, the consumers also prefer other discount and promotional coupon that enhance
their interest toward the products in an effective and efficient manner (Laseter and Laseter,
2017).
Competitor analysis
Companies such a Samsung, Haier, as well as LG Electronics are attaining great market share in
the market over their low cost as well as high-quality products. Such companies have biggest
threat for the company due to their great market coverage that attracts extreme sum of customers
in an operative as well as well-organized manner. Such companies have strong marketing
strategies that make them competitive in the market. The innovative nature of such competitive

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companies created biggest threat for the company due to the reason such products are provided at
reasonable process that attracts maximum number of customers in an operative as well as
efficient manner. Moreover, the other competitor that can create threat is Electrolux. It is the
manufacturer as well as distributor of home alliances such as washing machine, refrigerator, as
well as air conditioner it is consider as one of the biggest rival of Whirlpool. Therefore, such
major competitors create great issue for the business that pretentious overall performance of the
business at superior level (De Carvalho et al., 2016).
Change in the context of business
While analyzing the market, it has been found that the fluctuation in the economic environment
affected the company at greater level. During the recession period, most of the people lost their
jobs that generate the issue of low level income among the individual. T directly affected over
the revenue and sales of the company at greater level. Some of the countries have also introduced
new laws in their country such as in Canada; the new legislation is passed in which it state that
the laundry can be done at certain times of the day or the price would be increased drastically. It
raises the issue for company at greater level. It is the manner the context of the business is
changing at greater level.
Role of collaborators
Collaborates play an vital part in the process of operation for the corporation. It supports the
company to make available of the products at every region in an operative method. The partners
of the business cover different market share for the company that supports the company to target
their consumers. Distributors help the company to expand their business in the international
marketplace in a well-organized manner. The suppliers help the corporation to regulate over its
general cost of the company that supports the company to make the products available at
reasonable prices to the consumers. However, Whirlpool faced issue in getting support from such
collaborators (Lerner, 2017).

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Developing Marketing strategy
While analyzing the above challenges that is majorly faced by the company. There are certain
marketing strategy recommendations that can be adopted by the company to grow their company
in the competitive market.
Choice of target market
The market is binge across diverse sectors that are vacillating from diverse geographical sites to
educational level to revenue level. The market is divided into four part demographic, social,
geographical as well as ethnic segment. Therefore, the company is required to select which sort
will be the most pertinent to its product. Whirlpool must deliberate its exertions on two main
segments:
Demographic: the company must market its tactics more conferring to the requirement of the
females who are the main operators of its products. Thus, emerging machineries that fashionable
in looks and complex would be more useful for the company. The company can also target singe
and bachelor men for their products that can faster the demand of their products.
Geographical: the products of the company I majorly based on water and electricity. Therefore,
it is required for the company to select those countries where the water as well as electricity is in
sufficiently. However, some of the republics face shortage of water and electricity therefore;
technologies in such places must be developed by the company enhancing the geographical
market requirement and not alike plan with utility mechanism for each market (Jarvinen and
Taiminen, 2016).
Value Proposition
There is certain value propositions that can adopted by business as they are enlightened in below
points:
 Whirlpool should provide superior quality as well as unmatched service with all their
products. The company should deign their product in such a manner that keep the
customer in mind

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 The company should emphasis on making a technically advanced product by
participating in its R&D. it enable them to turn out the crops that have a extensive variety
of purposeful structures.
 The company should also try to ensure that its products are user-friendly by possession
the choices as well as the operative of the parade pieces modest as well as conventional
onward.
 The company is required to make their products differentiate from their competitors in
term of design color and features to make its business competitive in the market
(Manninen et al., 2018)
Positioning Statement
The company is required to reposition their brand in the market with new product or services.
The company has not covered their consumers through online. Therefore, the company can
position their brand in the online platform to target its customers in more operative manner. It
will be open in crowded place such as mall or any market that will make the company more
viable in the market. The business can also position its brand in rural areas to concealment
maximum number of customers in more well-organized way. Therefore, through such methods
the company can able to position their brands in an efficient and effective manner (Kladou et al.,
2017)
Justification
While recommending the marketing strategies, the geographic and demographic segment are
majorly focused due to the reason such sectors play a vital role in the business. They cover all
most all range of consumers in an effective as well as in an efficient manner. While analyzing the
challenges of the company such value proportion will assistance the business to improve its
general recital that will support them to compete their competitors in more efficient manner.
Moreover, the positioning statement will help the company in deciding the manner to target their
consumers.
Recommended Marketing Mix
Product