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Essay / Research Paper Abstract
This 3 page paper answers specific questions regarding the global strategy of Whirlpool, how they are competing and the sources of their advantages. The bibliography cites 3 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEwhirl1.rtf
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Unformatted sample text from the term paper:
us that in 1992 five competitors controlled 98% of the market. This indicates fierce competition as there are no indications of collusion. In other markets there are different lifecycle
stages and as such different levels of competition, in Europe there were large companies, but these were limited in scope and scale, either selling only to their own market of
exporting to a few markets. In Asia there is a much lower level on the lifecycle, still in the growth phase where refrigerator ownership was a status symbol. Therefore there
is diverse types of competition, but in all markets there is a high level of competition. 2. The global strategies used by Whirlpool appear to want to make use of
the economies of scale and scope that can be realised. There are several indications of this. Firstly the acquisition strategy with different suppliers brought into the whirlpool company and then
streamlined to eliminate the duplicate functions, as seen with the closure of different warehouses to reduce costs. additionally we can see the desire to leverage power as a buyer with
a central procurement unit for the global company. There is also the recognition of the need to compete differently in each market, with different brands emphasised in each market, such
as the World washing machine in Asia and the formation of a strategic alliance with Philips in Europe and Maytag in North America. But the level of approach is
the same, with the drive to meet market needs and increase customer satisfaction. 3. There are many critics that argue a global strategy is not the right approach. The different
markets have different preferences. However, there are also many of the same drivers, in the constrain market all major purchasers are price sensitive, as the market matures there is an
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