GLOBALIZATION AT WHIRLPOOL. 06 国贸 3 班 组员 ： 3206004427 邝乃英 (question3) 3206004428 黎丽仪 (question1,2) 3206004429 李曼丽 (question5) 3206004430 梁玉婷 (question4). 1 ） To what extent is the appliance market regional rather than global? （黎丽仪）.
In a battle to increase the Brazilian market, the company has invested hundreds of millions of dollars to modernize and reduce costs in Brazil and consolidateits position as the market leader in refrigerators, room air-conditioners, and washers (Janesurak, 1995).
Cultural difference is another factor that caused difficulties for Whirlpool. As I mentioned earlier, in Europe refrigerators tend to be smaller than in the U.S., have only one outside door, and have standard sizes so they can be built into the kitchen cabinet. In Japan, refrigerators tend to have several doors in order to keep different compartments at different temperatures and to isolate odors. Also, because houses are smaller in Japan, consumers desire quieter appliances.
Third, the internal factors -- the different competitors and distribution channels
In Japan, there was already a strong presence of Japanese appliance manufacturers although Japan was also a site for potential growth. Whirlpool acquired Philips\' Major Domestic Appliance Division, 47% in 1989 and the remainder in 1991.
In Japan, refrigerators tend to have several doors in order to keep different compartments at different temperatures and to isolate odors. Also, because houses are smaller in Japan, consumers desire quieter appliances.
梁玉婷Some prefer turnips and others pears. Different consumer needs and preferences
I strongly believe that Whirlpool had extremely difficult experiences in globalizing their market because the company did not meet the customer preferences.
Here are some examples in difference markets.
＊In the European market
＊In the Asian market
Asian consumer preferences were different from those in Europe or North America.
Kitchen appliances needed to be smaller to fit in Asian kitchens. Lack of space sometimes required the consumer to store the appliance in an outside hallway and transport it into the kitchen for use. Also refrigerators also tended to be smaller and more colorful. When Asian countries first began to experience significant economic growth, some East Asians viewed their refrigerators as status symbols .
The internal factors, such as manufacturing inefficiencies, start-up costs associated with production of a redesigned mid-size refrigerator and restructuring of the pan-European sales forces, also created many complexity for the company.
To what extent should Whirlpool adapt its global strategy?(李曼丽)
(1) Few companies or industries lend themselves to "naive" global strategies.
(3) Not all companies will be able to allocate the resources or develop the capabilities for such management of quality and responsiveness across wider and wider geographic boundaries (Babyak, 1995).
should not ignore the existence of individual countries altogether.
(5)Indeed Whirlpool has come a long way since embarking on its global strategy. Revenues have doubled more than 80 billion. The company now reaches markets in more than 140 countries, leading the markets in both North America and Latin America.