Professional Documents
Culture Documents
Whirlpool Corporation
An American multinational manufacturer. Marketer of home appliances. Headquartered in Benton Charter Township, Michigan, United States, near Benton Harbor, Michigan. Frederick Upton and Louis Upton were brothers who co-founded in 1911. 154th company in list of Fortune 500 . Annual revenue of approximately $18.4 billion. More than 70,000 employees. More than 70 manufacturing and technology research centers around the world. The Whirlpool brand is the world's No. 1 global appliance brand. No. 1 in North America, Latin America, No. 2 in India and No. 4 in Europe, Middle East & Africa
1950-1957
Whirlpools Logo
The entire logo is used to convey the meaning intended and avoid tarnishing or misrepresenting the intended image. The Current logo is of a size and resolution sufficient to maintain the quality intended by the company or organization, without being unnecessarily high resolution.
1998-2010
2010-present
Brand Portfolio
Product Portfolio
Global Operations
Global Operations
Cultural Issues
The timing of the IT implementation decision
Microwave Oven Big Push into Asia Changes in China Manufacturing Operations
Pricing Policies
Market Penetration Relatively low initial price Lowered production costs Used in price sensitive market Price Skimming High initial price Slowly lower price Often used for new products
Communication Strategy
Standardization Vs Adaptive
Promotional Issues
Innovation comes from Everyone Everywhere
Relationships with a smaller number of suppliers Currency Value Changing Material and Oil Related Cost
Organisational Structure
The organisational structure followed here is Geographic segmentation based on divisional structure in the top order followed by line and staff organisation
Divisional Structure
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