You are the Director of Marketing for the Whirlpool Corporation, a company founded in 1908, that...

  
 

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You are the Director of Marketing for the Whirlpool Corporation, a company founded in 1908, that today has approximately $19 Billion in annual sales, over 70,000 employees and over 69 manufacturing and research centers around the world. Whirlpool markets their products under a variety of well-known brand names including Whirlpool, Maytag, Kitchen Air, Jenn-Air, Amana, Brastemp, Consul, and Bauknecht. Our vision is summarized as "Every Home Everywhere, with Pride, Passion, and Performance". Our focus on the environment is demonstrated in our aggressive targets to reduce greenhouse gas emissions from our products by 6.6% by 2012. We have been active supporters of Habitat for Humanity, committing to support every Habitat home globally by 2011 with either product donations, cash, or home sponsorship. As the world's largest maker of stoves, refrigerators, and other home appliances, we have felt the impact of the slow economy, particularly the effects of reduced home building. In the first quarter, our earrings fell 28% due to slumping sales and a stronger dollar Early this year, your President was approached by a group of scientists from Oxford University about their work on an 80-year-old refrigerator system developed by Albert Einstein and Leo Szilard (see Wikipedia article attached). Originally, the Einstein design had been overwhelmed by Freon-based technology and put on the shelf But with growing concerns about greenhouse gasses, like Freon, the Oxford group had devoted considerable time resurrecting the technology. There are several key elements within this product worth considering. First, the technology is entirely self-contained, with no harmful environmental effects. Second, there are no moveable parts, therefore, it could run for an indefinite period with no maintenance. And third, it requires only a small amount of heat, which in some applications, could be supplied by a small solar adapter requiring little of no energy The global refrigerator market is growing but developed countries like the L. S. and Western Europe are very mature. Refrigerators are not cheap and growth in sales in developing countries is hampered by their ability to afford this luxury The Einstein Refrigerator that was presented to you is smaller than a traditional refrigerator and has only a small freezer compartment. It is powered by a solar cell and only needs two hours of daily sunshine to maintain its power. In emergencies, you can use an electrical-powered element to create the necessary heat for the chemical reaction needed for refrigeration to occur You are well aware that competitors are working on similar refrigerators and will launch competitive products soon after your launch. As the Director of Marketing, what do you do? From the information presented develop a SWOT analysis. For Whirlpool, what diversification strategy does this assume they pursue and why? What ways might Whirlpool define the market segments and what should be their target market? What aspect of the product would you consider to be its unique selling feature? Given this product is in its introductory stage, what would you propose the elements of the marketing strategy, price, product, place, promotion, to be? For branding, Whirlpool could use their refrigerator brand, Amana, the practical Style-Seeker, their European Brand, Bauknecht, The Life Enthusiast, or a new brand. Which would you choose and why? How would you go about implementing this plan? What organizational and product issues will this introduction likely raise? You are the Director of Marketing for the Whirlpool Corporation, a company founded in 1908, that today has approximately $19 Billion in annual sales, over 70,000 employees and over 69 manufacturing and research centers around the world. Whirlpool markets their products under a variety of well-known brand names including Whirlpool, Maytag, Kitchen Air, Jenn-Air, Amana, Brastemp, Consul, and Bauknecht. Our vision is summarized as "Every Home Everywhere, with Pride, Passion, and Performance". Our focus on the environment is demonstrated in our aggressive targets to reduce greenhouse gas emissions from our products by 6.6% by 2012. We have been active supporters of Habitat for Humanity, committing to support every Habitat home globally by 2011 with either product donations, cash, or home sponsorship. As the world's largest maker of stoves, refrigerators, and other home appliances, we have felt the impact of the slow economy, particularly the effects of reduced home building. In the first quarter, our earrings fell 28% due to slumping sales and a stronger dollar Early this year, your President was approached by a group of scientists from Oxford University about their work on an 80-year-old refrigerator system developed by Albert Einstein and Leo Szilard (see Wikipedia article attached). Originally, the Einstein design had been overwhelmed by Freon-based technology and put on the shelf But with growing concerns about greenhouse gasses, like Freon, the Oxford group had devoted considerable time resurrecting the technology. There are several key elements within this product worth considering. First, the technology is entirely self-contained, with no harmful environmental effects. Second, there are no moveable parts, therefore, it could run for an indefinite period with no maintenance. And third, it requires only a small amount of heat, which in some applications, could be supplied by a small solar adapter requiring little of no energy The global refrigerator market is growing but developed countries like the L. S. and Western Europe are very mature. Refrigerators are not cheap and growth in sales in developing countries is hampered by their ability to afford this luxury The Einstein Refrigerator that was presented to you is smaller than a traditional refrigerator and has only a small freezer compartment. It is powered by a solar cell and only needs two hours of daily sunshine to maintain its power. In emergencies, you can use an electrical-powered element to create the necessary heat for the chemical reaction needed for refrigeration to occur You are well aware that competitors are working on similar refrigerators and will launch competitive products soon after your launch. As the Director of Marketing, what do you do? From the information presented develop a SWOT analysis. For Whirlpool, what diversification strategy does this assume they pursue and why? What ways might Whirlpool define the market segments and what should be their target market? What aspect of the product would you consider to be its unique selling feature? Given this product is in its introductory stage, what would you propose the elements of the marketing strategy, price, product, place, promotion, to be? For branding, Whirlpool could use their refrigerator brand, Amana, the practical Style-Seeker, their European Brand, Bauknecht, The Life Enthusiast, or a new brand. Which would you choose and why? How would you go about implementing this plan? What organizational and product issues will this introduction likely raise?

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Question 1 Whirlpool Corporation is a global leader in home appliances Whirlpool began as a family company in Michigan making wringer washers In the past fifty years Whirlpool has expanded from a dome... View the full answer