Whirlpool's European Operations Analytical Essay by Nicky

An analysis of Whirlpool's strategy in the company's expansion into Europe.
# 150187 | 2,408 words | 5 sources | APA | 2011 | US
Published on Jan 29, 2012 in Business (Companies) , Business (International)

$19.95 Buy and instantly download this paper now


The paper provides an overview of the Whirlpool company and focuses on the company's expansion into Europe. The paper discusses how Whirlpool addressed the lack of a standardized system for the development and design of products and they took into consideration the needs and desires of their customers and integrated these desires into their products. The paper does point out, however, that European operations are inclusive of Africa and the Middle East, and it is important that the company consider the separation of regions. The paper asserts that greater regional divides may do even more to improve the profitability of Whirlpool.

Executive Summary
Operational Plans

From the Paper:

"Whirlpool understood the impact of globalization and since its inception into the European market there has been substantial growth. Currently, Whirlpool Europe which also includes Africa and the Middle East, has 14,000 employees and operates in nearly 40 countries. The regional headquarters for Whirlpool Europe is Comerio, Italy ("European Operations: Growth in Europe", 2001). Whirlpool Europe is responsible for a quarter of the company's international sales ("European Operations: Growth in Europe", 2001). Since Whirlpool Corporation has become the number one appliance brand according to volume. In addition to marketing appliances under the Whirlpool brand, the company also markets several of its other brands including the "Bauknecht, Ignis, Polar (in Poland), Laden (in France), and KIC (in South Africa) brands ("European Operations: Growth in Europe", 2001)."
"The article further explains that Whirlpool Europe's product offering are inclusive of dishwashers, free-standing cookers automatic dryers, automatic washers, freezers, , built-in hobs, refrigerators microwave ovens, and built-in ovens. All of the aforementioned appliances are produced in Europe. The nation's in Europe where production occurs includes Italy, France, Germany, Sweden Poland, and Slovakia. Production also takes place in South Africa. The article explains further that "there are also three technology centers: in Cassinetta (Italy), for refrigeration and cooking; in Neunkirchen (Germany), for dishwashing; and in Schorndorf (Germany), for laundry products("European Operations: Growth in Europe", 2001).""

Sample of Sources Used:

  • About. Retrieved July 31, 2009from; http://www.whirlpoolcorp.com/about/overview.aspx
  • "European Operations: Growth in Europe", 2001. Retrieved July 31, 2009from; http://www.appliancemagazine.com/editorial.php?article=166
  • Ronkainen I. A., Menezes I.(1996) Implementing global marketing strategy: An interview with Whirlpool Corporation. International Marketing Review,Vol. 13 No. 3, 1996, pp. 56-63.
  • Shenkar O. (Mar., 2004) One More Time: International Business in a Global Economy. Journal of International Business Studies, Vol. 35, No. 2, pp. 161-171
  • Taggart, J. H.(2001). Multinationals in a New Era : International Strategy and Management. Gordonsville, VA,: Palgrave Macmillan.

Cite this Analytical Essay:

APA Format

Whirlpool's European Operations (2012, January 29) Retrieved June 06, 2023, from https://www.academon.com/analytical-essay/whirlpool-european-operations-150187/

MLA Format

"Whirlpool's European Operations" 29 January 2012. Web. 06 June. 2023. <https://www.academon.com/analytical-essay/whirlpool-european-operations-150187/>