Whirlpool SWOT Analysis, USP & Competitors

Posted in Consumer Electronics, Total Reads: 6634
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SWOT Analysis of Whirlpool with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Whirlpool

Parent Company

Whirlpool Corporation

Category

Home appliances

Sector

Consumer Electronics

Tagline/ Slogan

Every Home… Everywhere… with Pride, Passion and Performance

USP

Produces energy efficient appliances

STP

Segment

Major appliances like dishwashers, microwaves, refrigeration & small appliances like vacuum cleaners, air treatment products etc

Target Group

Middle and upper class segments

Positioning

Mid priced in the premium segment

SWOT Analysis

Strengths

1. World’s largest major appliances maker by revenue
2. Focus on identifying unique consumer insights and designing high-quality products
3. It has 59 manufacturing and technology research centers around the world.
4. Caters to different markets and this diversity helps cope up downturn in one region. Eg: Weak industry in India led to limited sales decline while increase seen in North America.

5. It has established a strong profile in North America and Latin America

6. The company has popular TVCs and print ad campaigns

Weaknesses

1.Remains a relatively modest player in Asia.
2.Over dependence on North American region. (Nearly half of its net sales in value was still derived from the North American region)

3. Being present in the major appliances sector exposes Whirlpool to low margins and significant operational risk.

Opportunities

1.Recovery in the US housing market giving rise to increased consumption of appliances.
2.Improving demand for these products internationally
3. Opportunity in India due to predicted growth in CAGR in consumer appliances.

Threats

1.Decreasing operating profit margin and net profit margin over the past 3 years.
2.Slower growth in major markets like US and Europe.
3.Competition from low cost Asian manufacturers.

Competition

Competitors

1.Elextrolux
2.LG electronics
3.Samsung

4. Haier

 


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