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Essay / Research Paper Abstract
This 3 page paper looks at the global appliance company Whirlpool and how the company competes in this market. Answering questions supplied by the student the paper explains the type of competition the company faces, the source of advantage the global strategy and potential areas for strategy improvement. The bibliography cites 3 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEwhirl2.rtf
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Unformatted sample text from the term paper:
a market reaches maturity. In Europe the competition was more fragmented, with suppliers being more focused on single markets or only exporting. The level of competition was therefore lower but
the potential offered due to the formation of a single market was great, as such the entry barriers here were lower. Barriers and competition levels in Asia were also
lower, especially when the level of development in the market is considered, here Whirlpool has the advantages of technology form other markets which can be used to gain a market
leader position in terms of technical development. This is, or was, an under developed market. 2. Whirlpool appear to be developing a strategy in line with the ideas of George
S Yip. Yip argues that to develop a true international strategy there are three initial steps to ensusre success (Yip, 1989). Firstly,
to develop a core strategy, one which is suitable as a sustainable competitive advantage (Yip, 1989). It has been noted that this advantage is most likely to be develop in
the home nation first and then extended outwards. The second stage is the internationalising of that strategy, and the third stage is the globalising of internal strategies, with the
strategy being integrated across the different countries (Yip, 1989). Looking at the way the company is developing this appears to be the strategy with development and expansion. 3. In the
appliance industry it can be argued that there are many different needs, for example the prevalence of high temperature cooking in France requiring self cleaning ovens and lower temperatures in
Germany, the need for smaller wash loads in Europe and the need for larger load capacity in the US. However, these are feature differences and not core differences and do
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