Whirlpool SWOT Analysis, USP & Competitors

Posted in Consumer Electronics, Total Reads: 10440

SWOT Analysis of Whirlpool with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Whirlpool Corporation


Home appliances


Consumer Electronics

Tagline/ Slogan

Every Home… Everywhere… with Pride, Passion and Performance


Produces energy efficient appliances



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

Target Group

Middle and upper class segments


Mid priced in the premium segment

SWOT Analysis


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


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.


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.


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.



2.LG electronics

4. Haier


The table above concludes the Whirlpool SWOT analysis along with its marketing and brand parameters.


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