Introduction

Whirlpool Corporation is the world's leading global manufacturer and marketer of major home
appliances. Whirlpool manufactures appliances across all major categories, including fabric care,
cooking, refrigeration, dishwashers, countertop appliances, garage organization and water
filtration. Whirlpool is a Fortune 500 Company that ranked No. 154 in 2013, with annual
revenues of approximately $19 billion in 2013, more than 69,000 employees, and 59
manufacturing and technology research centers. Whirlpool Corporation is a bureaucracy
managed by a chief executive officer, board of directors and an executive committee. The
organization serves consumers, both domestic and abroad, that utilize home appliances on an
everyday basis.
Whirlpool is headquartered in Benton Harbor, Mich., about 67 miles outside of Chicago. The
corporation supports the efforts to help people shape a better world for themselves and others in
the local community. Whirlpool partners with the Boys and Girls Club of Benton Harbor each
year to offer programs and services that promote and enhance the development of children in the
community. Whirlpool employees donate hundreds of hours annually, volunteering for its Smart
Girls and other programs. Employees also work with the organization by serving as board
members for the 2,000 member club. Whirlpool also sponsors an annual two-day golf outing,
which raises approximately $500,000 each year for the Benton Harbor Boys and Girls Club's
operating costs. The company also supports The First Tee of Benton Harbor. The First Tee is a
World Golf Foundation program that provides character-building activities for more than 2,000
young children in Benton Harbor, Mich. Whirlpool participates through volunteer efforts, fundraising events and charitable donations to help The First Tee make local children productive
members of society.

Whirlpool appliances are marketed in nearly every country around the world; some of the places
Whirlpool appliances are sold include the U.K., Italy, Brazil, China, South Africa and Australia.
To meet the needs of consumers around the world, the organization has developed Whirlpool
Corporations Global Design Studios. The global design studios are responsible for creativity,
research and analysis for design and product development. A multiracial team of designers,
anthropologists, behavior psychologists, and usability experts collaborate to produce cuttingedge design and innovation for Whirlpools foreign markets. The corporation markets some of
the worlds most recognized appliance brands, including Whirlpool, Maytag, KitchenAid, JennAir, Amana, Bauknecht, Brastemp and Consul.
Whirlpool is a company of people captivated with creating loyal customers. From every job,
across every contact, Whirlpools compelling and growing brands, fueled with innovation, attract
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and retain loyal customers for life. Whirlpool has a vision that every home is a domain to
conquer and every customer and customer activity is an opportunity to succeed. The company is
committed to its brand value-creation strategy, which focuses on innovation, cost productivity,
product quality and consumer value. Pride, passion and excellent performance coupled with

amazing employees helps turn the Whirlpool vision into reality. The organization highly values
respect, integrity, teamwork, the spirit of winning and diversity and inclusion.
The company is currently in the mature stage of its life cycle. Whirlpool Corporation has greatly
expanded the number of products it offers and markets it serves. However, the entire market is
now saturated with an array of home appliances and sales have leveled off. The companys goal
is to extend its life cycle and regain market share by providing efficient and desirable appliances
for consumers. Whirlpool is utilizing smart technology to manufacture innovative products to
distinguish its brand from competitors. Whirlpool has a long-term goal to promote environmental
sustainability in its warehouses and manufacturing facilities in as many ways as possible. The
organization continuously pushes to produce more energy efficient appliances and recycle postconsumer materials. Whirlpools use of wind and solar power is steadily increasing around the
world as it finds new ways to reduce its total output of greenhouse gases.

History
Whirlpool Founding and Early Years
Lou Upton led the way for Whirlpool Corporation with his initial attempt to pioneer a household
equipment company. After the business failed, Upton preserved his patents on a hand washing
machine in hopes that it would one day become electrified. Soon after, he moved to St. Joseph,
Mich., and founded the Upton Machine Company in 1911. There, Upton produced motor-driven
wringer washers with the assistance of his brother Fred and uncle Emory.
Establishing Ethics
Upton Machine Companys first major order called for 100 new washing machines.
Unfortunately, trouble struck when a cast-iron gear in the transmission failed in all 100
machines. Upton immediately replaced every faulty gear with new cut-steel gears. Following the
companys response to replace the defective gears, the satisfied customer ordered an additional
100 washing machines. As customer demand continued to grow, Upton machine merged with the
Nineteen Hundred Washer Company of New York to create the Nineteen Hundred Corporation.
Business steadily grew for the newly-merged organization, fueling its goal to produce new
products with innovative technologies. In 1937, the Nineteen Hundred Corporation was
approved to be listed on both the American Stock Exchange and the Chicago Stock Exchange.
Leading the Industry
Nineteen Hundred Corporation resumed producing washers in 1945 after halting production to
manufacture military equipment for World War II. Demand for washing machines exploded with
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the conclusion of the war, transforming the small business into a major manufacturer of home
appliances. One of the corporations biggest achievements was the release of the very first
automatic washer and electric dryer. The company officially changed its name to Whirlpool
Corporation in 1949 to align itself with its premier brand. Whirlpool eventually became the
industry leader generating more than $48 million in sales and annual earnings of $3 million. The
company expanded its product offering in 1955 by merging with the Seeger Refrigeration
Company and obtaining Radio Corporation of Americas air conditioning and range businesses.
This allowed Whirlpool to supply customers with outstanding appliances that fulfilled every
consumer need. In 1958, Whirlpool partnered with Brasmotor S.A. of Brazil and began the
process of operating as a global corporation.
Bigger and Better
Whirlpool offered home appliances to deal with laundry, home heating and cooling and the
process of food preservation by the 1970s. Throughout the decade, the company released more
efficient products that made household tasks much simpler. Whirlpool later created the Cool Line
which was the first toll-free consumer service support line in America. To focus its efforts on
social and environmental responsibility, the company developed the Office of Environmental
Control in 1970. Whirlpool partnered with additional environmental advocates, industry
representatives and legislators to develop strong energy and water efficiency standards,
test procedures and policies. The organization continued to expand internationally,
manufacturing and marketing appliances in India, Mexico and Europe. Whirlpool acquired the
KitchenAid division of Dart and Kraft in 1986, maintaining the tradition of producing highperformance countertop appliances. By the 1990s, Whirlpool increased rates of global expansion,
growing its business in Europe, Latin America, Asia and regions of Africa.
Maintaining a Tradition of Excellence
Whirlpool obtained Maytag Corporation in 2006, enabling the company to produce a wider range
of products than ever before. This purchase made Whirlpool a more efficient supplier of
excellent brand-name appliances and services. The organization continued its emphasis on
environmental sustainability by producing a complete line of energy- and water-efficient
appliances. Whirlpool became the first appliance manufacturer to proclaim a greenhouse gas
reduction goal of three percent in 2003. In 2007, the company adjusted its goal to a 6.6 percent
decrease in greenhouse gas emissions by 2012. As production has increase approximately 80
percent, Whirlpools release of harmful chemicals in the U.S. has decreased nearly 90 percent
since 1987.
Revival from Recession

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In 2011, Whirlpool faced a huge financial crisis following the housing crash. Sales had
drastically decreased and resulted in an earnings stream that was not viable for the company. To
stay afloat, management decided to completely restructure the organization. Whirlpool decreased
capacity and costs, raised prices to offset inflation and invested in product innovation to combat
worsening conditions. As part of the restructure, Whirlpool laid off 5,000 employees.
Nevertheless, it was well worth the investment. In 2012, the costs of restructuring the company
decreased profit by 40 percent compared to profits the previous year. However, minus the onetime expenditures, profit was 615 percent higher than profits in the fourth quarter of 2011.
Whirlpool stock doubled in 2012 as the market began to improve and demand gradually
increased.
Awards and Recognitions
From 20082011, Forbes Magazine and Reputation Institute named Whirlpool one of the top 25
most respected U.S. companies. Whirlpool ranked No. 1 on Fortune Magazines 2011 Worlds
Most Admired Companies list in the home equipment and furnishings industry. The
corporation was also awarded the Human Rights Campaign Foundations Best Places to Work for
GLBT Equality Seal from 20042010. Whirlpool ranked No. 6 in the consumer products
category of Fast Company Magazines 2011 list of the worlds most innovative companies. In
2011, the company was honored with its 12th ENERGY STAR Sustained Excellence Award
from the U.S. Environmental Protection Agency. Overall, the company has received 23
ENERGY STAR Awards. Whirlpool ranked No. 11 in the consumer products category of
Newsweek Magazines 2010 green rankings.

Home Appliance Industry Overview

The home appliance industry is still experiencing recovery from the recent economic recession.
Sales took a significant hit during the housing crisis causing companies to reorganize and lay off
thousands of employees. Rather than buy new appliances, many consumers decided to order new
parts to repair older appliances. As income levels increase, consumers are expected to purchase
more energy-efficient appliances. Demand is growing for appliances that are novel and highly
functional. Firms now compete in product innovation and design to fuel new consumer interest.
The integration of modern technology with appliances is leading the new wave of consumer
purchases in the home appliance industry.
Industry Trends
Adoption of Electronic Content: There has been an increased utilization of electronics content in
many home appliances including washers and dryers, refrigerators, air conditioners and
microwave ovens. The advancement of technology has enabled appliances to be more energyefficient and better meet the needs of consumers. However, consumers now desire appliances
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that do more than meet basic needs. They want products equipped with touch-screen controls and
security cameras as part of an improved lifestyle. Manufacturers also seek appliances integrated
with electronic features to increase market share and draw in consumers willing to pay top dollar
for innovative products.
Connectivity: Demand is growing for smart appliances that allow multi-directional interaction
between user and appliance. Consumers want the ability to control the energy usage of
appliances on portable electronic devices. They want to receive online notifications from home
appliances to know when their clothes are dry and dishes are clean. The goal is to connect all
home appliances with a single system so consumers can conveniently monitor various household
tasks at once.
Programmable Logic Devices: For a long period of time, the majority of home appliance system
designs utilized microcontrollers to control functions such as display panels, temperature sensors
and motors. Programmable logic devices are now replacing traditional microcontrollers as they
have become very inexpensive to employ. The two most common PLDs are field-programmable
gate array devices and complex programmable logic devices.
Competitive Analysis:

Electrolux AB: Electrolux is a Swedish company headed by CEO Keith McLoughlin.

The organization specializes in manufacturing consumer appliances and markets the
brands Electrolux, AEG, Zanussi, Eureka and Frigidaire. In 2013, the company earned
approximately $16.92 billion in annual revenue. Electrolux operates in over 150 countries
and ranked No. 943 on Forbes 2000 Global Leading Companies list.

LG Electronics Inc.: LG is a South Korean company ranking No. 65 on Forbes list of the
worlds most powerful brands. The organization manufactures a wide variety of
consumer electronics, mobile communications and home appliances. Although LG does
not solely make home appliances, the company has decent market share in the home
appliance industry. Last fiscal year, LG generated about $45.26 billion in annual revenue.

General Electric Company: GE is an American conglomerate founded in 1892 that

primarily sells technology and financial services. The organization is much larger and
diversified than Whirlpool. General electric does not specialize in home appliances but it
still has considerable market share in the industry. The company ranks No. 8 on the
Fortune 500 and No. 7 on Forbes list of the worlds most valuable brands. GE earned
more than $147.26 billion in annual revenue in 2013.
Environmental Efforts:

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Whirlpool Corporation is dedicated to making a sustainable difference every way possible. It

heavily invests in enhancing human, natural and financial assets to meet the needs of consumers,
shareholders and future generations. Long before the modern emphasis on sustainability,
Whirlpool believed in building energy-efficient products and reducing its carbon footprint. The
company creates innovative products with lower water and energy usage that possess
performance-enhancing features. The organization invested $1 billion over the course of four
years to ensure its latest facilities are LEED-certified. Whirlpool is the industry leader in
sustainability and strongly encourages its competitors to join and pursue all environmental
sustainability initiatives.
Whirlpool has contributed to the use energy-efficient labels worldwide to help customers select
quality eco-friendly appliances. More than 450 Whirlpool appliances sold in the U.S. are
ENERGY STAR rated. Some of Whirlpools appliances manufactured in foreign markets

attain the greatest levels of energy and water efficiency. Many are certified by the European
Commission, PROCEL National Energy Conservation and/or the National Program for Rational
Use of Oil and Natural Gas in Brazil.
Whirlpool believes smart grid and smart appliances present consumers with the best means to
save energy. These appliances adjust levels of energy consumption according to signals from the
home utility with a smart electrical grid. The corporation aims to integrate smart grid technology
into all its electronically-controlled appliances by 2015. Whirlpool hopes its smart-enabled
products will drive consumers to adopt smart technology to fully utilize smart appliances.
Every year, Whirlpool discovers new ways to waste less and recycle more. More than 80 percent
of the materials used to manufacture all Whirlpool appliances are recyclable. In Canada, the
company prevented almost 2,000 metric tons of waste from entering landfills in 2010. In April
2010, the company partnered with British Columbias Canadian Electrical Stewardship
Association to aid in the recycling of small appliances. That same year, Canadas division of
warehouses recycled more than 150 metric tons of materials. Whirlpool helped European
Authorities create the Waste Electrical and Electronic Equipment Directive to establish recycling
standards in Europe. The WEEE Directive is currently increasing the recycling percentage of
appliances to 80 percent to further enforce sustainability. Whirlpool Latin America began
recycling 8090 percent of refrigerators in Brazil after opening a dismantling location in 2005.
As a result, more than 500 tons of materials were recycled in 2010. The dismantling unit in
Brazil has recycled close to 2,700 tons of post-consumer waste since its opening.
Whirlpool works to continuously improve the environmental impact of company operations.
New plans are underway to build a new office campus and renovate facilities at corporate
headquarters in Benton Harbor, Mich. The buildings in the new office campus will be energy
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efficient and meet qualifications for LEED Gold certification. A one-million-square-foot

manufacturing facility is under construction in Cleveland, Tenn. The facility will be LEED
Silver-certified and replace the current 100-year-old manufacturing plant. Five of Whirlpools
warehouses in North America received LEED certifications in 2010. Whirlpool plans for three
more distribution centers achieve LEED Gold or Silver certification in the coming years. Rather
than using fossil fuels, Whirlpool service and manufacturing facilities in Europe utilize wind
power, solar power and methane gas to generate electricity. The companys American logistics
network has been improved to ship products more efficiently. More appliances are transported
per shipment and utilize intermodal transportation. Whirlpool constructed 10 new distribution
centers in the U.S. and now employs 3,000 railcars to better transport products. Revamping
company logistics led to a six million gallon reduction in diesel fuel and a 60,000 metric ton
decrease in carbon dioxide emissions in North America

Search Engine Optimization Analysis

Search Engine Optimization (SEO) is the process of creating the highest online visibility of an
organization by increasing the number of visitors to a website. Organizations want to ensure that
the official company website is located high on the list of results when searched on websites like
Google or Bing. When keywords are typed into a search engine, organizations want to make
certain the company website can be found on the first page of results. The higher up an
organization is, the easier it will be for users to find. To increase SEO, companies should focus
on the keywords people use to search for the corporation and use those words in its digital
publications and websites.
When searching Whirlpool on Google, the first page results include:
Ads:

The official Whirlpool website

Whirlpool Appliances at Sears

The Whirlpool Parts website

Web pages:

The official Whirlpool website

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The Whirlpool Corporation website

Yellow Pages search: Whirlpool Dryer Parts in Athens, Ga.

My Store 411 search: Whirlpool Parts Distributor in Athens, Ga.

Whirlpool Wikipedia page

Whirlpool Corporation Wikipedia page

Whirlpool (cryptography) Wikipedia page

All of Whirlpools internally managed websites appear at the top of Googles search results.
However, only two ads and two websites originate from the organization itself. Although twothirds of the ads are hosted by Whirlpool, the majority of the websites are not. Five of the
websites are external sources that simply discuss the organization or list local stores that sell
Whirlpool appliance parts. Unfortunately, the link to the companys Facebook page does not
appear on the first page of Googles search results. Whirlpool should aim to have its social media
accounts show up on the first page of results directly beneath its company website. This will
improve the organizations online presence and increase customer feedback.

Link to Google search:

https://www.google.com/search?q=Whirlpool&ie=utf-8&oe=utf-8&aq=t&rls=org.mozilla:enUS:official&client=firefoxWhen searching Whirlpool on Bing, the first page results include:
Web pages:

The official Whirlpool website

The Whirlpool Corporation website
Laundry section of the official Whirlpool website
Whirlpool Appliances at Best Buy
Brand section of the Whirlpool Corporation website
Whirlpool Appliances at Lowes
EBay search: Whirlpool
Amazon search: Whirlpool
EBay search in Washers & Dryers section: Whirlpool
Whirlpool Wikipedia page
Page requested on the official Whirlpool website no longer exists

(https://schedule.whirlpool.com/)
Merriam-Webster Dictionary search: Whirlpool
Thefreedictionary.com search: Whirlpool
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Dictionary.com search: Whirlpool

Videos of Whirlpool (bing.com/videos)

Similar to the Google search, most of Whirlpools internally managed websites were at the top of
Bings search results. Five of the 15 websites listed are operated by the company. However, one
of the websites is no longer functional and displays an error message. Although this site is not at
the top of the search results, Whirlpool should remove it to prevent confusion and maintain a
credible image. The 10 remaining websites are external sources that either offer Whirlpool
appliances or define the literal meaning of whirlpool. The Whirlpool Facebook page was not
visible on the first page. Again, the organization should strive for its social media websites to
appear near the top of the search results page to increase online traffic.
Link to Bing search:
http://www.bing.com/search?q=Whirlpool&pc=MOZI&form=MOZSBR

Compete Traffic Report:

A Compete.com Pro search shows the results and analyzes the traffic to the Whirlpool website.
The results of the search are found below:
Daily Reach:

Daily reach measures how many people visit a website as a percentage of all U.S. internet users
online in a given day. The daily reach for January March 2014 is 0.00647 percent. This
measures the impact of events like new advertising campaigns and new product launches.
Page Views:

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The page view metric determines how many visitors a website receives. Whirlpool.com had
more than 11.2 million page views March 2014, down 28.43 percent from February 2014.
Traffic Rank:

Traffic rank is based on unique visitors and does not consider page views or number of visits
made to the site. The Whirlpool website has a global rank of 3,703, down 485 spots from the
previous month.

Unique Visitors:

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The unique visitors metric only counts a person once despite how many times they visit the
same website. For the month of February 2014, the official Whirlpool website had 578,528
unique visitors, a decrease of 20.45 percent from January 2014.

Search Queries:
This table represents the daily share of keywords referring traffic to a site over a three-month
period. The top 10 queries and respective percentages are listed below.
Keyword
1. whirlpool
2. www.whirlpool.com
3. whirlpool.com
4. whirlpool appliances
5. whirlpool parts
6. whirlpool refrigerators
7. whirlpool dishwasher
8. whirlpool refrigerator parts
9. whirlpool vip
10. whirlpool cabrio washer

Percent of Search Traffic

16.34%
4.25%
3.95%
3.56%
2.13%
2.10%
1.43%
1.02%
1.02%
0.97%

Whirlpool.com is listed under the Home & Garden industry category. Ranking at No. 89,
Whirlpool has a category share of .07 percent of all searches.
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Key Publics
Employees
Whirlpool considers its personnel its greatest asset. As an employer of more than 69,000
employees, it must pay special attention to associates to maintain its status as the leading
manufacturer of home appliances. In attempt to develop leadership, Whirlpool offers employees
a series of training and project opportunities to learn and enhance skills in customer service and
business operations. The company also believes that quality performance is encouraged in an
environment where employees feel accepted and collaborate as a team. Whirlpool employs a
variety of people with different values and perspectives to promote innovation and success in the
workplace.
Customers
Whirlpool firmly believes that creating and maintaining loyal customers is crucial to its success
and prominent brand image. The company attracts and retains customers to the Whirlpool brand
through its commitment to innovation. Whirlpool strives to exceed expectations by producing

products that meet consumer needs like no other. By building appliances with the latest
technology and features, Whirlpool provides customers with simplicity and efficiency.
Shareholders/Investors
Whirlpool Corporation is publicly traded company that issues stock on the New York Stock
Exchange and Berlin Stock Exchange under the ticker symbol WHR. Whirlpool stock is
included in the Dow Jones Industrial Average and the Standard & Poors 500. The companys the
price per share is currently $153.75. On April 14, 2014, Whirlpools board of directors declared a
20 percent increase in the quarterly dividend on the company's common stock from 62.5 cents to
75 cents per share. The organization is transparent with shareholders and posts all quarterly
financial statements, annual reports, SEC filings and stock information on its investor relations
web page.
Suppliers
As the largest manufacturer of home appliances, Whirlpool utilizes many suppliers to ship and
deliver products around the world. However, the corporation is very selective in determining
which suppliers it conducts business with. Whirlpool believes all suppliers act as ambassadors
for the brand and demands they comply with the companys supplier code of conduct. Whirlpool
suppliers are required to operate lawfully under a standard of ethics set forth in the supplier code
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of conduct. The company wants suppliers business practices and regulations align with its own
to ensure they represent Whirlpool in a positive light
Trade Associations
Whirlpool is a member of numerous trade associations including The Business Roundtable, The
Association of Home Appliances Manufacturers, the Michigan Chamber of Commerce, the Ohio
Chamber of Commerce and many others. The organization cooperates with all trade associations
who communicate with policy makers regulating the home appliance industry. Whirlpool does
not agree with all trade associations stances regarding particular industry issues and relays its
beliefs and principles to the public on a routine basis.
Regulators
As a publicly traded company, Whirlpool is regulated by the Securities and Exchange
Commission. It regularly submits annual reports containing performance data to the SEC to
substantiate its financial performance. The organization also reaches law makers through its own
government affairs team to specifically communicate company concerns and proposals.
Whirlpool believes partaking in public policy is crucial as laws and regulatory changes directly
impact constituents and corporate success. Company representatives participate in legislation
concerning a variety of business issues at federal, state and local levels to make sure Whirlpool
remains a viable manufacturer of home appliances.

Key Messages
Employees
Whirlpool Corporation believes an employees development and growth fosters an engaging
work environment where individuals can contribute to their fullest. Because of this, the company
offers an array of distinctive opportunities for development and growth. The professional
development structure includes learning and growth opportunities in Innovation, Customer
Excellence, Operational Excellence and key functional and technical skills.
Whirlpool Corporation recognizes the importance of diversity with inclusion and has identified
it as a critical part of the companys strategic architecture. Diversity with inclusion is a core
enabler for our current and future success and helps employees develop better solutions for
customers, thus delivering better financial results. Diversity also is a key factor in recruiting and
retaining the talent needed to remain competitive in a competitive global marketplace.
Customers
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We are a company of people captivated with creating loyal customers. From every job, across
every contact, we will build unmatched customer loyaltyone customer at a time.
Our vision reinforces that every home is our domain, every customer and customer activity our
opportunity. This vision fuels the passion that we have for our customers, pushing us to provide
innovative solutions to uniquely meet their needs.
Shareholders
Whirlpool does not have a designated key message for shareholders on its official website. The
companys Investors section online provides abundant financial and stock information
regarding financial statements, annual reports, SEC filings, analyst coverage, dividend history,
earnings estimates and etc Whirlpool would greatly benefit from a mission statement that
portrays commitment and care for its investors. Suggested key message: Whirlpool is dedicated
to serving shareholders by quickly disseminating press releases and financial statements
containing the latest performance data. We provide a certain percentage of free cash flow to
investors in the form of dividends and stock repurchases as evidence of our financial success.
Suppliers
Whirlpool established its Supplier Code of Conduct in 2006, formalizing key ethical principles
under which our suppliers are required to operate. Our Code of Conduct requires suppliers to
comply with all applicable local laws in the country or countries in which they operate. In
selecting suppliers, Whirlpool works hard to choose reputable business partners who are
committed to ethical standards and business practices compatible with those of Whirlpool.

Trade Associations
Whirlpool belongs to a number of trade associations at the national, state and local level. Our
companys position on public policy issues are often communicated through these organizations,
which enables us to reach government officials more efficiently and in concert with industry
partners. We do not always agree with the positions taken by these trade associations and we
regularly communicate our specific position on a wide range of issues and policies.
Regulators
Whirlpool Corporation believes that active participation and engagement in the public policy
arena is an important part of being a responsible corporate citizen, vital to the democratic process
and important to our companys success.

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We are committed to engaging in a dialogue with policy makers on a wide range of public policy
issues important to our company, including trade, taxes, energy, the environment, affordable
housing, and intellectual property. Our business is subject to legislative and regulatory
requirements at the federal, state and local levels and changes to rules can have a significant
impact on our shareholders, customers, employees and communities. Our U.S. federal and state
government affairs team represents our company on important policy issues before Congress, the
Administration, regulators, and state and local governments across the United States.

Communication Strategies
Whirlpool Corporations official website (www.whirlpoolcorp.com)
Home Page
Whirlpool corporation clearly organizes its corporate website so consumers can easily access
information about the company. The home page contains plenty of white space with mostly black
and gray text. However, orange- and blue-colored titles and text are used to distinguish the
different sections.
Across the top of the page there are the following tabs: Home, About, Leadership, Brands and
Responsibility. The tabs are bolded in all-caps allowing consumers to easily navigate the website.
A search bar is available in the top right-hand corner for more advanced searches. Above the
search bar is a red-colored link titled Product Recall Information.
The home page displays a rotating photo gallery of the latest Whirlpool appliances including the
Maytag Bravos X, the Whirlpool Cabrio and Gladiator GarageWorks Premier Series
tool chests. All three of these featured products have individual links next to the rotating gallery.
The links provide descriptions with information regarding products quality and levels of energy
efficiency.
Beneath the featured appliances is a News Releases section with links to the three most recent
press releases. Below the three links there is another link to additional press releases. Next to the

news releases are two sections featuring photos of Whirlpool appliances. One is titled
Defending U.S. Jobs, which details how the company lobbies against unlawful trade practices
that cause harm to Whirlpool employees. The second section is the 2013 Annual Report.
Along the bottom of the home page are the following links: Investors, Media, Contact Us,
Suppliers, Licensing, Employees and Careers.
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About Whirlpool
Whirlpools About tab features a broad overview of the principles and beliefs that the company
is based upon. Subheads with this tab include:

Leading Brands: Detailed information about Whirlpools nine global brands

Our Vision: Elements of the corporate vision Every home everywhere with
pride, passion and performance

Our Mission: Company mission statement Everyone, passionately creating loyal

customers for life

Our Values: List of Whirlpools five key values respect, integrity, diversity and
inclusion, teamwork and the spirit of winning

Also included in this tab are the following links:

o Our Strategy: Describes Whirlpools commitment to its brand value-creation strategy and
lists the components of strategy execution brand platform, trade platform and global
operating platform
o History: Detailed account of Whirlpool Corporations founding, expansion, mergers and
business history
o Innovation: Desire to produce pioneering home appliances for consumers
o Global Consumer Design: Explains how creativity and design are inspired at Whirlpools
global consumer design studios
o Quality: Whirlpools promise to create high-grade products for customers
o Award and Recognition: List of awards and seals from consumer publications and
organizations
o Principal Locations: The main locations in Whirlpools global regions of operations
including North America, South America, Latin America, Asia and etc
o Careers: Employment opportunities with Whirlpool available by location

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Overall, Whirlpool Corporation has done a great job being transparent and stating its values,
mission statement and vision. The About tab provides an immense amount of information
regarding company history, innovation and quality. All information is neatly organized in
different sections making it easy to access and comprehend. It is imperative for Whirlpool to
offer as much information about the corporation as possible so consumers fully understand the
brand and feel comfortable enough to purchase its products.
Leadership
The websites Leadership tab explains Whirlpools bureaucratic corporate structure. There are
three sections describing the different components of the companys structure:
o Chairman and CEO: Jeff Fettig has served as Whirlpools chairman and chief financial
officer since July 2004.
o Board of Directors: Whirlpools board of directors is an 11-member team charged with
the boards principles and processes and the companys code of ethics. Each board
member has an individual profile detailing their employment history and position at
Whirlpool. The list of board members is as follows:

Samuel Allen

Geradine Elliot

Gary DiCamillo

Michael Johnston

William Kerr

John Liu

Harish Manwani

William Perez

Michael Todman

Michael White

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Diane Dietz

o Executive Committee: The Whirlpool executive committee is a 9-member group of

managers that directs that companys major functions. Each member of the committee
has an individual profile detailing their employment history and position at Whirlpool.
Members of the executive committee include:

David Binkley

Marc Bitzer

Joo Brega

Esther Galindo

Kirsten Hewitt

Joseph Liotine

David Szczupak

Michael Todman

Larry Venturelli

Brands:
The Brands tab lists all nine of Whirlpool Corporations brands in different sections. Each
section describes a different brand with information about its history, design, target audience and

products. Additional pictures highlighting the latest line of appliances are displayed in each
brands section. The Whirlpool brands are as follows:

Whirlpool

Maytag

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KitchenAid

Jenn-Air

Amana

Brastemp

Consul

Bauknecht

Gladiator

Responsibility:
Whirlpools Responsibility tab describes the corporations dedication to social responsibility.
The company believes it has the responsibility to do right by stakeholders and support the
communities it operates in. Whirlpools sense of responsibility was initiated by its founder, Lou
Upton, as mentioned in a brief passage. The historical passage demonstrates Whirlpools
responsible nature to consumers and portrays the companys diligence in making the right
choices.
The following links are available under the Responsibility tab:

Building Communities: A list of non-profit organizations, government, educational

institutions and other businesses Whirlpool partners with

Environment, Health and Safety: Description of the companys environmental

responsibilities and ways to improve its environmental footprint

Supplier Code of Conduct and Supply Chain Transparency: The key principles under
which suppliers to Whirlpool Corporation are required to operate

Employees: Whirlpools dedication to developing strong employees through education

and diversity

Governance: Description of the companys use of by-laws and engagement in public

policy arena

Code of Ethics: List of strict guidelines by which Whirlpool conducts its business
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Sustainability Reporting: Collection of annual sustainability reports that record how

Whirlpool is making a sustainable difference in the world

Investor Relations
The Investor Relations section contains a variety of financial and stock information. Links to
Whirlpool annual reports, financial statements, SEC filings, quarterly earnings materials and key
ratios are all available on the web page. Investors can access quarterly webcasts and audio

playbacks of past conferences. Whirlpool is transparent with all information regarding finance
and stock information. This is crucial as stockholders must feel confident that the company is
making wise decisions with their money. Additional tabs in the investor relations section
include:
o Press Releases: Archive of Whirlpool press releases in PDF formats dating back to 2005
o Investor fact sheet: List of the corporations key facts and data illustrated with info
graphics
o Events and Presentations: Coverage of financial, product and consumer conference calls

Webcasts

Recordings

o Investor FAQs: List of questions frequently asked by shareholders accompanied with

answers from Whirlpool Corporation

What is Whirlpool Corporation's ticker symbol?

What is the total number of shares of Whirlpool Corporation common stock?
Who is Whirlpool Corporation's transfer agent?
Who do I contact if I change my address or need information relating to my
investment in Whirlpool Corporation's common shares?
Can I buy stock directly from Whirlpool Corporation?
Does Whirlpool Corporation pay a dividend on its common stock?
What is the current dividend rate?
Does Whirlpool Corporation offer a Dividend Reinvestment Plan (DRIP)?
Do you have another question that hasn't been answered?
Contact Us: Contact information for Joe Lovechio, senior director of investor relations
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Drop box for specific questions about Whirlpool Corporation

2013 Annual Report

Whirlpool Corporation 2013 annual report commences with the chairmans message. Below is a
quote from CEO Jeff Fettig:
For more than 100 years, we have established a powerful platform for growth that includes the
strongest brand portfolio, best distribution and leading scale. We will continue re-investing in our
business in 2014 to capitalize on our long-term growth opportunities, with increased capital
expenditures, higher research and development investments, and expanded brand activities.
The chairmans message highlights Whirlpools all-around success mentioning increases in stock
dividends, sales and revenue under the Results subhead. The chairman continues to speak of
the companys success in growing the Whirlpool brand, demonstrating product leadership,
maintaining sustained industry leadership, creating value via operating and personnel excellence
and improving its global economic outlook.

Jeff Fittig concludes the chairmans message with Whirlpools goals and expectations for the
new year. Our 2014 shareholder value creation targets are firmly on track, and we remain
confident in our ability to drive revenue growth of five to seven percent, deliver more than eight
percent ongoing operating margins and progress toward generating free cash flow of four to five
percent of sales.
The annual report is divided into multiple sections describing the many aspects that make up
Whirlpool Corporation including:

Innovation

Regional highlights

Sustainability

Financial Information

Corporate Information

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The 2013 Whirlpool Corporation annual report is well organized and abundant with photos and
colorful text. The information is presented in a way that encourages people to read the full report.
All facts and data are clear and easy to comprehend to the average shareholder. Whirlpool
explicitly states its success in terms of milestones reached and goals achieved. The annual report
outlines the exact methods and strategies Whirlpool utilized to realize its financial success. This
provides shareholders with insight into the companys operations and allows them to better
understand the tactics that were implemented. Plans for further corporate success are included in
the report to assure investors that Whirlpool is prepared for its future business endeavors. As a
whole, Whirlpool provided the public with an excellent annual report for the 2013 calendar year.
The report is transparent, full of detailed information and designed with the investor in mind.
Events and Community Involvement

Cook for the Cure: Cook for the Cure was developed to give passionate cooks a way to
support Susan G. Komen for the Cure. Through donation programs, special fundraising
events, auctions and grass roots initiatives, the Cook for the Cure program has raised
more than $7 million for breast cancer research. Approximately $6 million of that
benefits Komen for the Cure in the U.S.

HOSTS Mentoring: More than 100 Whirlpool employees have spent 35,000 hours with
about 350 elementary school children in Benton Harbor, Michigan. Their goal is to help
improve students reading efficiency in the local Whirlpool community.

Habitat for Humanity: Whirlpool has donated more than 140,000 appliances globally
through its partnership with Habitat for Humanity. The company has worked to develop
opportunities to address the issue of sub-standard housing. Whirlpool Corporation helped
encourage its retail trade customer, Lowes, to help support Habitat for Humanity. Since
2003, Lowe's and its vendor partners have contributed more than $18 million to provide
individuals with suitable housing and appliances.

Social Media
Facebook
There are 14 different Facebook pages associated with Whirlpool Corporation
including Whirlpool USA, Whirlpool Latinoamrica, Whirlpool Italia, Whirlpool
Philippines and etc As the worlds largest manufacturer of home
appliances, it makes sense for the company to have multiple Facebook pages
for the different markets it serves. However, Whirlpool USA and Whirlpool
Latinoamrica are the only two pages verified as official Whirlpool
Corporation Facebook accounts. Because both accounts are officially
managed by Whirlpool Corporation, the Whirlpool Latinoamrica page is
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quite similar to the Whirlpool USA page. The Whirlpool USA Facebook page
has a total of 170,195 likes and posts about three to four times per week.
The number of likes per post varies anywhere from less than 10 to more than
6,000 depending on its content. Most posts appear to be about home
solutions, cooking or new Whirlpool products. Whirlpool Latinoamrica has
493,033 likes and posts about three to four times per week. The number of
likes per posts also varies about the same depending on content. Most posts
relate to family household activities and innovative appliances as well.

Here is an example post from the Whirlpool USA

Facebook page:
The earth is everyones home. Help keep it green
(and your energy costs lean) with these energy saving
tips for home appliances. http://ow.ly/w0bWe
#EarthDay
Posted April 21, 2014, with 23 likes

Twitter
There are more than 30 individual Twitter accounts associated with Whirlpool. Only three of the
pages are verified as official Whirlpool Corporation Twitter accounts: Whirlpool USA,
Whirlpool Care and Whirlpool Canada. Whirlpool USA has 2,211 followers and 660 tweets.
Whirlpool Care has 2,546 followers and 4,775 tweets. Whirlpool Canada has 4,534 followers and
105 tweets. Whirlpool USA and Whirlpool Canada post funny and interesting tweets related to
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energy efficiency, home solutions and new company products. Whirlpool Care focuses on
assisting Whirlpool customers from around the world. The
Whirlpool Care Twitter page responds to customers questions and
complaints via tweets that contain feedback and links to Whirlpools
official
product help page.
Here is an example Tweet from the Whirlpool USA:
Keep the planet green & your energy costs lean with these
energy saving tips for home appliances.
http://ow.ly/w0bWe #EarthDay
Pinterest
Whirlpool USA is
the official
Pinterest page for
Whirlpool Corporation.
The companys
message stated at
the top of the page
is, Innovative ideas make a house a home. Be
inspired! Whirlpool USA Pinterest page has more than
1,600 followers and a total of 937 pins. The page
features eight different boards including Home, Meal
Prep, Parenting, Self Improvement, Kitchen Inspiration,
Whirlpool 2020, Holiday Inspiration, Kentucky Derby
Party Presented by Whirlpool/Lowes and CES 2014.
The account promotes the Whirlpool brand by enticing
followers to company products with engaging pictures
and video clips. Pinterest is not a text-heavy social
media website used to facilitate detailed corporate
information. Therefore, only one company account is
needed for the task of posting pictures and videos that
appeal to consumers.
Here is an example pin from the Whirlpool USA Pinterest page:

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With voice controlled devices on the rise, one day you might just have a nice talk with your
appliances. tinyurl.com/q5eohsq #futurefriday
YouTube
Whirlpool Corporations official YouTube channel is called Whirlpool Corporation. The
Whirlpool Corporation YouTube channel posts videos mostly of the companys latest appliances
and plans for future product lines. There are a total of 62 videos on the Whirlpool Corporation
page. However, the account seems to be inactive now as most videos are one to three years old.
YouTube provides Whirlpool with an excellent opportunity to showcase innovative appliances to
consumers. The company should revitalize its YouTube channel and posting new videos to
further promote its brand.
Social media web pages provide two-way communication between organizations and the public.
This allows for interaction between the two allowing companies to better serve consumers.
Whirlpool utilizes a variety of social media platforms to communicate its brand image to
customers. The company is making excellent use of its corporate Facebook and Pinterest
accounts. It has gained a significant following on both pages and regularly posts and pins
pictures to engage followers. Whirlpools official Twitter and YouTube pages are not up-to-par.
The Whirlpool USA Twitter account has only posted 666 tweets and does not have as many
followers as its Facebook page. The Whirlpool Corporation YouTube channel lacks new material
which prevents it from creating interest for its YouTube page. Most of the YouTube videos are
relatively old and do not portray current Whirlpool operations. Overall, Whirlpool has a great
social media presence but still has some work to do.

Corporate Culture

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Whirlpool has a bureaucratic corporate structure that consists of a chief executive officer, board
of directors and an executive committee. Whirlpools board of directors is comprised of 11
members counting Michael Todman, president of the companys international division. Each
member is an independent director with years of business and management experience. The
members represent multiple key organizations such as Whirlpool Corporation, DIRECTTV,
Safeway Inc. and Deere and Company. Two of the 11 board members are women including
Geraldine Elliott, executive vice president at Juniper Networks and Diane Dietz, executive vice
president of Safeway Inc. The board of directors supervises the corporations code of ethics,
board procedures and the selection process for potential new board members. Beneath the board
is the executive committee. Whirlpools executive committee consists of nine members charged
with managing the organizations major functions, global regions of operation and corporate
affairs. The executive committee utilizes both functional and geographic departmentalization to
subdivide various responsibilities and tasks of the business. CEO Jeff Fettig is also part of the
executive committee along with CFO Larry Venturelli. There are two female executive members
including Esther Berrozpe, president of Europe, Middle East and Africa region, and Kirsten
Hewitt, senior vice president of corporate affairs.
Corporate Social Responsibility
Since its founding, Whirlpool has always had a strong belief in social responsibility. Whirlpool
Corporation supports the efforts to help people and individuals shape a better world for
themselves and others. By providing time and resources, Whirlpool aims to help more people
reach their full potential, and by doing so, improve the quality of life for themselves, their
neighbors and the communities in which they live. Over 50 years ago, Whirlpool Foundation
was established to dedicate financial and leadership support to nonprofit organizations focused
on helping people in regions Whirlpool operates. The foundation contributes to the home
communities who fuel Whirlpools success through grants, volunteerism and leadership. The
company also partners with multiple nonprofits, businesses and government and educational
institutions to help build communities around the world.
In addition to Whirlpool Foundation, the corporation encourages social responsibility through its
employee-directed programs. Whirlpool directors, employees and retirees are committed to
volunteering both financially and personally to meaningful organizations. They afford a dollarfor-dollar amount of Whirlpool Foundations funds to organizations in communities where
Whirlpool operates. Whirlpools employee-directed programs include the Matching Gifts
program, the Disaster Relief Initiative program and annual United Way campaigns. The
Matching Gifts program is set up for all Whirlpool personnel to support American-based
nonprofits located within communities where the company operates. Employees, retirees and
directors donated more than $230,000 to Whirlpool community nonprofit organizations in 2011.
With Whirlpool Foundations dollar-for-dollar match, the company produced more than
$460,000 to fund local nonprofits. Whirlpools Disaster Relief Initiative benefits people
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negatively impacted by natural disasters like hurricanes, tornados and floods. Whirlpool
Foundation matches every dollar donated by Whirlpool directors, employees and retirees for
disaster relief as well. Additionally, the corporation partakes in fundraising for various United

Way campaigns every year. In 2011, more than 7,000 Whirlpool employees and retirees
generated over $1.7 million in contributions. Whirlpool Foundation matched that same amount
dollar-for-dollar to donate more than $3 million to United Way campaigns throughout America.

Suggestions:
SEO
Consumers constantly use search engines like Google and Bing to look up information about
companies and their products. When searching for Whirlpool on these two search engines, the
organizations official Facebook page did not appear on the first page of results. To locate
Whirlpools Facebook account, users must proceed to the second page of results. The company
should aim to have its social media accounts show up on the first page of results directly beneath
the corporate website. This will enhance the Whirlpools online presence and increase dialogue
between customers and the company.
One of the websites that shows up on Bing is no longer in service and presents an error message
reading, Page requested on the official Whirlpool website no longer exists. Even though this
site is not at the top of the search results, Whirlpool should either fix or eliminate it to maintain a
reliable image and prevent any misunderstanding.
Social Media
Twitter: The organization needs to focus on enhancing its influence on Twitter. The Whirlpool
Care page has 2,546 followers and the Whirlpool USA page has only 2,211 followers. Whirlpool
has the ability to build a large presence on Twitter like it has on Facebook. The company should
promote its Twitter pages on Facebook by posting occasional tweets to the Whirlpool USA
Facebook page. This will help increase awareness of the Whirlpool USA and Whirlpool Care
Twitter pages. Furthermore, Whirlpool should aim to tweet more often to encourage current
followers to favorite and retweet more tweets. Doing so will help drive traffic to Whirlpools
Twitter pages and increase the number of followers the company interacts with.
YouTube: Whirlpool is not taking full advantage of the benefits that YouTube has to offer.
YouTube provides the perfect platform to explicitly demonstrate how Whirlpool appliances work
and benefit consumers. Most of the videos are many years old and do not help the company
generate public interest. Whirlpool needs post more up-to-date videos of its new products to
promote the Whirlpool brand. YouTube videos should showcase innovative appliances and their
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features to spark new consumer interest. Whirlpool can then share the new YouTube videos on its
other social media pages like Facebook, Twitter, Pinterest and even the corporate website.
Corporate Website
Whirlpool Corporations official website should include links to its social media accounts so
consumers can interact with the brand. Links to Whirlpools official Facebook and Twitter pages
will boost the firms number of online followers and allow the companys marketing and
promotional efforts to reach a larger audience.
Bibliography

http://www.whirlpoolcorp.com/default.aspx
http://www.whirlpoolcorp.com/100/
http://investing.businessweek.com/research/stocks/snapshot/snapshot.asp?ticker=WHR
http://www.reportlinker.com/ci02164/Major-Appliance.html
http://www.altera.com/end-markets/consumer/home-appliance/csm-home-appliance.html
http://dishwashers.reviewed.com/features/2014-shaping-to-be-formative-year-for-usappliance-market
http://www.forbes.com/sites/steveschaefer/2013/01/31/how-whirlpool-survived-a-roughrecovery-from-the-housing-crash/
https://www.retailowner.com/Benchmarks/ElectronicsandAppliancesStores/HouseholdAp
pliances.aspx#288554-roa
http://www.forbes.com/companies/electrolux-group/
http://www.forbes.com/companies/lg-electronics/
http://www.forbes.com/companies/general-electric/
https://www.facebook.com/whirlpoolusa
https://twitter.com/whirlpoolusa
http://www.pinterest.com/whirlpoolusa/
https://www.YouTube.com/user/WhirlpoolCorporation/videos

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