Whirlpool

Table of contents

Table of contents3

Executive summary4

External Analysis7

Internal Analysis16

SWOT Analysis19

Target Market Segmentation/Positioning20

Strategy22

Objectives23

Marketing Mix24

Budget25

Recommendations to the decision maker26

Sources27

Peer evaluation28

Executive summarySince the twenty-first century more people are using green energy and more countries become eco-friendly. Norway is the second eco-friendly country in the world and it has living costs more than 30% higher than the United States. Because people in Norway  are eco-friendly and can afford the GreenKitchen concept from Whirlpool it is the best country to introduce it to.The green consumer group could be divided into three segments, the dark greens,  middle greens and the light greens and they could be identified  as planet passionate, health fanatics and animal lovers.  The current target market are women, young adults and highly educated house owners. They mostly buy a new kitchen when moving into a new home and otherwise they prefer to be able to change each appliance separately. Consumers did not report great brand loyalty in their purchase of kitchen equipment neither did they care about using green energy because they don’t belief the advertisements about the green concept.  The key behavioral characteristic of the green consumers could be clustered in four main groups, the type of consumers that want to avoid consumerism, the green consumer required the presence of professionalism and comparison standards in the purchase context, The eco-conscious consumer and the green consumer that was strongly convenience-oriented.The main competitors of Whirlpool are Bosch, Indesit, Electrolux and fagorbrandt. They do not have a GreenKitchen concept such as Whirlpool. They do offer different kitchen appliances and consumers can buy them separately. If you buy a kitchen from whirlpool you buy a whole kitchen with a system in it. You need to buy all at once so you need the money and...