Whirlpool corporation is the world's leading manufacturer of home appliances. It manufactures products in 13 countries and markets them in over 170 countries under major brands like Whirlpool, KitchenAid, and Maytag. Whirlpool's mission is to passionately create loyal customers for life, and its vision is for every home everywhere to have its appliances with pride, passion and performance. It produces major appliances like refrigerators, washing machines, and microwaves as well as small appliances and supplies many Kenmore brand appliances to Sears.

3. HOME APPLIANCE
Home appliances are electrical or mechanical
machines which accomplish some household
functions such as cooling / heating, cooking or
cleaning.
Home appliances can be classified in to
• Major appliances or white goods
• Small appliances
• Consumers electronics or white goods

4. PROFILE
• Type : Public
• Industry : Household appliances
• Founded : St. Joseph, Michigan (1811)
• Founders : Louis Upton Emory Upton
• Headquarters : Benton charter township,
Michigan, US
• Area reserved : Worldwide
• CEO : Jeff M Fettig

5. ABOUT WHIRLPOOL
Whirlpool corporation is the worlds leading
manufacturer and marketer of major home appliances.
The company manufactures in 13 countries and market
products in more than 170 countries under major brand
name such as whirlpool, kitchen aid, roper, estate, laden,
inglis, brastemp and consul
Whirlpool corporation is also the principles supplier to
sears, Roebuck and Co. of many major home appliances
marketed under the Kenmore brand name.

6. MISSION
• “Every one …..passionately creating loyal
customers for life”

7. VISION
Every Home …Everywhere with pride passion
and performance”

8. MAJOR PRODUCTS
Refrigerators
Washing Machine
Microwave
UPS
Water Purifiers
Air Conditioner

9. COMPETITORS

11. STPANALYSIS
SEGMENT Major appliances like dish washer,
microwaves, refrigeration & small
appliances like vacuum cleaners, air
treatment products etc
TARGET GROUP Middle and upper class segments
POSITIONING Mid priced in the premium segments

12. Values
• Respect
• Integrity
• Diversity and inclusion
• Team work
• Spirit of winning
Code of ethics
• Business with integrity
• There is no right way to
do a wrong thing

13. RECOMMENDATION
• Motivate distribution channel
• Needs more aggressive and competitive
promotions
• Healthy environment between top executive
• Re-entering in market with penetration pricing
and attractive scheme

14. CONCLUSION
• “Every home…Everywhere…With pride,
passion and performance”