Whirlpool SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Whirlpool analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Whirlpool SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Whirlpool to benchmark its business & performance as compared to the competitors and industry. As of 2020, Whirlpool is one of the leading brands in the consumer electronics sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Whirlpool competitors and includes Whirlpool target market, segmentation, positioning & Unique Selling Proposition (USP).

Whirlpool SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Whirlpool Brand Analysis
Parent Company

Whirlpool Corporation


Home appliances


Consumer Electronics

Tagline/ Slogan

Every Home… Everywhere… with Pride, Passion and Performance


Produces energy efficient appliances

Whirlpool STP
Whirlpool Segmentation

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

Whirlpool Target Market

Middle and upper class segments

Whirlpool Positioning

Mid priced in the premium segment

Whirlpool SWOT Analysis
Whirlpool Strengths

Below are the Strengths in the SWOT Analysis of Whirlpool:

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

Whirlpool Weaknesses

Here are the weaknesses in the Whirlpool SWOT Analysis:

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.

Whirlpool Opportunities

Following are the Opportunities in Whirlpool SWOT Analysis:

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.

Whirlpool Threats

The threats in the SWOT Analysis of Whirlpool are as mentioned:

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.

Whirlpool Competition

Below are the top 4 Whirlpool competitors:

2.LG electronics

4. Haier


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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