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WHIRLPOOL
2
Transcript
WHIRLPOOL
HOME APPLIANCES
What cost-saving strategies allowed Ideale to be a complete success?
-Cost-effective technology: single speed system
-Decentralization of its operations
How does Whirlpool segment the market in Brazil?
Advantages / Disadvantages.
Why do you think that this segment is so attractive in countries like Brazil, India and China?
Sampling methods
Cost
Qualitative methods
-Demographic criteria: washing machines according to the incomes of the family
-Geographic criteria: developed in Brazil and also launched in India and China
-Psychographic criteria: target to life style and social status
Personal approach
Structure can be flexible
Adjustment of the prduct and its company
-Clearly segmented population by income
-Power of the BRICS countries
- Experience and consolidation of Whirlpool in the market
Article summary
Principale ideas
-Analize the new market and target it: Brazil
-Only 1/3 of houses have washing machine
-Huge demand for it (30 million low income houses)
-2nd most covered item after cellphones
HISTORY
What valuable data and information sources have been used for the development of the new product for the Brazilian market?
- 1911:
-Upton Machine Corporation is founded in St. Joseph, Michigan, to produce washing machines with electric motor and spin.
- 1940-1990:
-Changed name to Whirlpool.
-Whirlpool Corporation invests in Brasmotor, S.A. so as to have shares in the appliances Brazilian market.
- 2003-2006:
-Global greenhouse gas reduction target.
-Acquired Maytag Corporation becoming a world leader in the manufacturing appliances sector.
Perceptual map
CONCLUSIONS
Two relevant qualitative research techniques
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