The Marketing Plan for Whirpool

I. The marketing plan

To increase distribution of products specifically a newly expanded line, the Bosch Nexxt Laundry Care System that now includes five series: 100, 300, 500, 700 and Platinum to the Asia pacific Region. The system's large-capacity washers feature specially curved paddles for gentler tumbling and better water distribution. Each series includes unique fabric-care programs and models feature pull-away doors with 180-degree openings to allow for easy loading and unloading.

A. Marketing objectives

 To increase market share from

 To increase sales in Bahrain

1. Target market(s) (specific description of the market)

2. The kitchen appliances market reflects the sale of four product sectors: refrigeration appliances, which include fridges, freezers and fridge freezers; cooking appliances, which include cookers, microwaves, ovens, cooker hoods, food processors and toasters; washing appliances, which include washing machines, clothes dryers and washer dryers; and dishwashers

3. Sales forecast years 1-5

4. Profit forecast years 1-5

4. Market penetration and coverage

B. SWOT Analysis

1. Strengths

 Leading manufacturer of major home appliances with product presence in over 130 countries.

 Strong orientation towards research and customers development pave way to launch new products

 Strong brand equity facilitate customer recall

 Strong performance in emerging economies

2. Weaknesses

 Damage of reputation and brand image due to product recalls

 Lack of long term agreements with trade customers

3. Opportunities

 Introduction of energy-efficient products likely to boost revenues and profits

 Whirlpool to act as appliance partner of Shea Homes

 Sponsorship agreements to improve brand recall

4. Threats

 Volatile raw material cost

 Intense competition leads to pricing pressures, thereby decreasing the company’s profitability

 Environmental regulation

Strengths

Leading manufacturer of major...