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Presented By Yatendra Kumar MBA 3rd Semester Finance & Marketing

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


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.

1957-1960 1960-1966 1966-1998



Fact Sheet of Whirlpool

Products: full line of major home appliances 2012 sales: $ 18.1 billion 2012 net earnings: $ 401 million 2012 units shipped: 52, 500, 000 Manufacturing, Research & Technology: 13 countries, 4 continents 70+ R & T centers R & D investments: 2006 - 2010 : $ 516 million Marketing: 170+ countries Employees: approximately 68,000 worldwide Brands: compelling portfolio of consumer preferred brands

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

Price Skimming And Diffusion Of Innovation

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

Line and Staff Organisation