Description
Read Case 6-2 Research Helps Whirlpool Keep Its Cool at Home, Act Local in Emerging Markets on page 207.
Write a 700- to 1,050-word paper in which you provide detailed answers to the following discussion questions at the end of the case study:
- Describe Whirlpool's global marketing strategy. Does Whirlpool use an extension product strategy or an adaptation product strategy?
- What is the primary reason people buy and own major appliances such as a washing machine? Is there a secondary reason as well?
- What are the key lessons to be learned from Whirlpool's experience in emerging markets?
Utilize outside source material to support your ideas, and include analytical data specific to this study.
Cite at least three outside references in addition to your textbook.
Format your paper consistent with APA guidelines.
No plagarism!!!
Unformatted Attachment Preview
Purchase answer to see full attachment
Explanation & Answer
Your assignment is complete.
Running head: ESTABLISHING A PRESENCE IN GLOBAL MARKETS
Establishing a Presence in Global Markets
Students Name
Institution Name
1
ESTABLISHING A PRESENCE IN GLOBAL MARKETS
2
Describe Whirlpool's global marketing strategy. Does Whirlpool use an extension
product strategy or an adaptation product strategy?
The Whirlpool company is an American manufacturer of home appliances that has its
headquarters in Michigan. The company has over 90,000 employees with a revenue of $21
Billion. The company has been expanding into new and emerging markets across Europe and
Asia, and it is notable that the company was still a minor player in the market hence for this
reason the company has employed a global market strategy that is aimed to coordinate the
marketing efforts in the foreign nations. One particular approach that stands out for the company
is the adoption product strategy, upon globalization the company discovered that each market
had a different specification that would assist the home appliance product successful in the new
markets (Bhan, 2007).
The main aim of the company was to expand its consumer base however new markets have
varying needs and, in this...