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Essay / Research Paper Abstract
This 4 page paper considers Frigidaire's problems and issues with its attempted launch of a front-loading washing machine. It uses a case study to determine what recommendations the Marketing Manager could make to the company with regard to this product. Bibliography lists 3 sources.
Page Count:
4 pages (~225 words per page)
File: D0_HVCSFrig.rtf
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Unformatted sample text from the term paper:
sales and improve their competitive advantage. Instead, sales were sluggish and the company has a poor performer on its hands, instead of the success they were anticipating. This paper considers
the situation from the view of the Marketing Manager and discusses what recommendations he might make to Frigidaire about its front-loading washing machine. Problems and Issues Studying the case reveals
several issues immediately. Lets start with this: "Although an eager and receptive market for the front-loading washer did not exist, Frigidaire intended to use the new product to expand its
position in the marketplace and to establish itself as the industry leader in energy-saving, environmentally sound laundry products" (Palan and Dannels, 1997, p. 75). [emphasis mine]. One source suggests that
making a product and then trying to create a market for it is one of the "biggest myths" in business (Salisbury, 2005). We also learn that Frigidaire was expecting the
Department of Energy to pass stringent new regulations that would make an energy-efficient machine extremely attractive to consumers (Palan and Dannels, 1997). When the DOE did not do so, Frigidaire
lost a major selling point for its machines. It was, in effect, counting on something outside of its control to help it with its business. Since Frigidaire has no (or
little) influence on government decisions, its thinking here - waiting for the DOE to pass a law that would help its marketing efforts - seems fuzzy. One other "red flag"
that seemingly should have jumped out at the marketing team was the fact that there had been other attempts to launch front-loading machines in the U.S., one in the 1940s
and another as late as 1981 (Palan and Dannels, 1997). Both of them failed. The first failure was perhaps understandable, given that the machines were perceived as costly, difficult to
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