Whirlpool’s Dramatic Turnaround Through Internationalization

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products in the international market profitably. The small scale business can be diversified easily with the help of international business strategies.

Comparative management also can be harnessed to its advantages. To top it all focus on research and development in the backdrop of international marketing research also has a greater efficiency and effectiveness factor which is one of the many advantages and crucial for innovations and creativity to take roots.

From adapting the crucial aspects of marketing internationally, and concerning the case of whirlpool, there is enough reason that strategy can differ; however, the rule of marketing is similar. In that essence, comparative management process can bring a number of factors to develop domestic market of Whirlpool. Take for instance operational strategy. Another example is identifying and understanding cultural aspects, environmental factors to progress the firm in its home market. Additionally, innovations, marketing and sales procedures also in all situations can be taken as an advantage so as to directly initiate in the domestic and home market for that performance factor for growth and progress.

3. What actions has Whirlpool management taken to ensure that the firm succeeds in local markets throughout the world? To what extent is the appliance business local/regional rather than global?

Whirlpool has tried to take the best possible advantage of the opportunities available in the local markets to gain firm position in the immediate markets. Research and development activities, production facilities in the lower cost countries like China, Mexico and Poland has been located to take cost advantage and raise profit margin. The company has also employed the strategy of forming partnerships with the overseas markets like Philips, Aspera, Kelvinator, and so on. The partnership with the local players has allowed the company to gain synergy benefits and expanding the market share.

The firm has also developed low cost version of popular models of various appliances in order to attract customers of low cost nations. Besides, subsidiaries are also being founded in various countries like Bulgaria, Hungary, Romania, Russia, etc to facilitate immediate supply of products to the customers of respective countries. The appliance business of Whirlpool is regional rather than global. It is due to the fact that the management of the worldwide operations of the company is being decentralized, which stops the company from establishing a global integrated supply chain to gain cost advantages and minimize risks.