Marketing and Barbie

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1- Describe Whirlpool’s global marketing strategy?

Firstly, Whirlpool by acquiring Philips Electronics European appliance business for $1 billion, it’s become to known in global market. Whirlpool segment the market with duplicate the brand so I think they apply multibranding strategy such as Bauknecht,Ignis etc… They allways research and develop their products and they focus low-income country for achieving global market.

2- Summarize the role of market research in Whirlpool’s globalization strategy. What different types of research methodologies does the company use? What are the advantages of each methodology described in the case?

Market research and innovation are very important in Whirlpool’s globalization strategy. Because they allways act with researchers and focus group. For example, Whirlpool’s researchers convened focus group and visit to representative low-income households and they develop and innovate new technology for low-income consumers. Whirlpool use qualitative research and focus group methodologies. Advantages ar efor example, Marcele Rodrigues is director of laundry technology “it wasn’t a matter of stripping down an existing model We had to innovate for the masses” so they worked for correct to wrong decision then develop new washer Ideale for consumers.

3- Do you believe developing products for low-income consumers in emerging markets is the right strategy?

I think right strategy, because mainstream markets became mature and competitive became hard so emerging markets relatively untouched and sizable for growing market share.

1. Describe Mattel’s global marketing strategy for Barbie and assess its success.

Barbie has been successfully adopted to cultural differences in U.S. but international challenge will be more formidable, and John Amerman former CEO of Mattel, noted “There are twice as many children in Europe as in the U.S… three times as many in South America and fifteen times as many in Asia…the potential market...
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