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Essay / Research Paper Abstract
A 3 page paper discussing a case study of Frigidaire's experiences in marketing the front-loading washing machine it introduced in 1996. The paper recommends that the company highlight the benefits that the consumer can expect directly, rather than addressing only the environmental benefits of the front-loading washer. Bibliography lists 1 source.
Page Count:
3 pages (~225 words per page)
File: CC6_KSmktgFrigWash.rtf
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Unformatted sample text from the term paper:
is an old and respected brand name although not the most highly favored among consumers in laundry products. The company sought to improve its standing in the market by
developing a front-loading washing machine that would gain acceptance among consumers. Current Situation More than a year past its original launch date and
after investing $20 million into developing the product, Frigidaire introduced its new front-loading washing machine in October 1996. From a manufacturing perspective there was little reason to develop the
front-loading machine: it presented many technological and engineering problems and it cost more to produce than the standard top-loading machine. The front-loader is more environmentally friendly, however, requiring less
of all inputs - water, electricity and laundry products - for operation compared to a top-loading machine. The company expected the government to
issue tighter environmental standards in laundry products, but the expected action did not occur. Instead, the government announced that it would postpone that decision indefinitely. Vice president and
general manager of the laundry products division Bill Topper believed that Frigidaire should proceed with development and launch of the front-loading machine, however. Environmental soundness was a growing concept
at the time and promised to be of even greater importance in the future. Frigidaire needed to be positioned to take advantage of it, but sales in the initial
three months were as much as 30 percent below projected levels. Available Alternatives Frigidaire has the option of doing nothing, of taking a
"wait and see" approach to front-loader sales. Three months time may not have been enough to establish the product. The company has
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