Whirlpool Corporation's vision is for every home everywhere to have their appliances with pride, passion and performance. Their mission is for everyone to passionately create loyal customers for life. Whirlpool is the world's leading manufacturer and marketer of major home appliances, manufacturing in 13 countries and marketing in over 170 countries under major brand names. Whirlpool is also the principal supplier to Sears of many appliances marketed under the Kenmore brand name.

1. The vision of Whirlpool Corporation is “Every
Home...Everywhere with Pride Passion and
Performance”
The Mission of Whirlpool Corporation is
“Everyone...Passionately Creating Loyal
Customers for Life”

2. Whirlpool Corporation is the world's leading
manufacturer and marketer of major home
appliances. The company manufactures in 13
countries and markets products in more than 170
countries under major brand names such as
Whirlpool, Kitchen Aid, Roper, Estate, Bauknecht,
Ignis, Laden, Inglis, Brastemp and Consul.
Whirlpool Corporation is also the principal supplier
to Sears, Roebuck and Co. of many major home
appliances marketed under the Kenmore brand
name.

3. PEST Analysis

4. Political Influence:
• Federal election law allows corporations to establish
Political Action Committees (PACs)
• The WCPAC is supported solely by voluntary contributions
from Whirlpool employees
• WCPAC uses six criteria to evaluate a candidate before PAC
dollars are contributed:
– Pro-business philosophy
– A favourable voting record or position on key issues of
importance to Whirlpool.
– Constituent relationship with Whirlpool
– Campaign finance need
– Chances of winning and closeness of race
– Committee affiliation

5. Economic Influences
• Revenue ↑US$ 18.366 billion (FY 2010)
• Operating income ↑US$ 1.008 billion (FY
2010)
• Profit ↑US$ 619 million (FY 2010)
• Total assets ↑US$ 15.584 billion (FY
2010)
• Total equity ↑US$ 4.320 billion (FY 2010)

6. Social Influences
• Corporate social responsibility and corporate
governance became a focus of business and
society; Whirlpool Corporation employees were
conducting business with integrity and extending
a helping hand to stakeholders in times of need.
• Throughout the years, Whirlpool has built a
culture of doing the right things based on living
up to our commitments to stakeholders and by
quietly working behind the scenes to strengthen
the economic and social fabric of the
communities in which we operate

7. Technological Influences
• Design and built in Germany in 2001, the
award winning Whirlpool duet fabric care
system remains the best selling and most
popular front loading washer in North-
America.
• Following are the new technologies:
– Whirlpool Cabrio Fabric Care system
– Maytag Epic Fabric Care System
– 6th Sense Technology

8. Threat of
New
Enterants
Bargaining Industry Bargaining
power of power of
Buyers competitors suppliers
Threat of
Substitutes

9. • Consumer Oriented Products.
• Global operating platform.
• Strong Brand name.
• Expert in driving channel sales.
• First company to introduce top loading
automatic washer.
• Market share leadership.
• Good HR policies, work culture and values in
the organization.

10.  Whirlpool is industries which require constant
innovations that are sometimes hard to come by.
 It tied up with Sears, the largest retailer of white
goods to produce goods for them, only to be sold
under Sears’ private brand label Kenmore.
 Consumers generally did not associate a brand
name of the parent company if the two weren’t the
same.
 Whirlpool failed to capitalize on its Dominant
Consumer Franchise initiative which added special
features to existing products. It failed due to cost &
service issues.
 Poor after Sale Service
 Reducing profit

11.  Innovation
 Product and services expansion
 To arrange Capital
 Growing Asian Market
 Ac and Microwave category are larger and
fast going categories
 Providing attractive schemes
 By 1980’s, Whirlpool became the second
largest white goods maker in the US after
acquiring Kitchen Aid.

12.  Increase raw materials cost
 LG, Samsung, Kenwood and other companies are
most competitors
 Patents on innovation are short lived.
 New EU Directives
 Threat of cheap goods from other countries
especially Japan
 Other companies looking to acquire whirlpool for
consolidating the industry.
 Longer lifespan of products slowing “replacement
demand”.

13.  Stay focused on consumer needs.
 Create new markets & tie-ups to increase
sales & revenues.
 Look at acquiring companies that pose
threat.

14. Technological
• It has award winning design and technology.
• With latest 6th sense technology consumer can
achieve significant savings in time.

15. PEST VARIABLE

16. Political
• Canada is politically stable so there is always
positive impact on business.

17. Economical:
• Canada has grooving market.
• Customers are well educated so they know
what to use and not.

18. Social
• It can impact on customer’s life by making it
easy with 6th sense technology.
• It shows life style of customers

19. Team plans to do to enhance sales
volume:
 Company should increase the warranty period of their
product which is less than others in the market.
 Company could encase brand name by giving little bit
more profit margins to retailers in comparisons to
others.
 Company should improve their post sale services
where it is lacking behind.

20. Company Strategy
Company strategy is relies on six steps:
o Selecting a market or product category for study
o Choose a bases or basic for segmenting the market
o Select Segmentation Description
o Profile and Analyze Segment
o Select Target Market
o Design, Implement, and Maintain appropriate
marketing mixes

21. Competitive Strategy
 For whirlpool, Success literally depended on it,
given the goal for an on-demand, self-service
model for assets retrieval and distribution.
 Meeting the goals would allow whirlpool to
support different use cases according to
customer type, setting the stage for broad
internal and external user adoption. This
approach would be demonstrating customer
satisfaction and in turn increasing whirlpool
competitive advantage.

22. Thank You