Marketing Strategy

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CASE STUDY
ON
DESIGNING FOR DOLLARS
Course No.: MBA-605

Submitted to
PROF. DR. ABBUS ALI KHAN
Professor
School of Business, AUST

Submitted By
MD. SUMON REZA10.02.52.019
MD. TAUFIQUL ISLAM11.02.52.024
ALI MAHFUZ10.02.52.020
MD. OSMAN GONE (BORHAN)11.01.51.081
NABID MOHAMMAD SADY 11.01.51.042

Date of Submission
8th December 2011

Ahsanullah University of Science & Technology
Whirlpool Corporation:
The Whirlpool Corporation is an American multinational manufacturer of major home appliances headquartered in Benton Charter Township, Michigan, United States, near Benton Harbor, Michigan. The company is listed in Fortune 500 and has annual revenue of approximately $18.4 billion, more than 70,000 employees, and more than 70 manufacturing and technology research centers around the world. Founded in 1911, Whirlpool is celebrating its 100th Anniversary in 2011. 1911 Louis and Emory Upton founded the Upton Machine Company on November 11, 1911. With the financial aid of Lowell Bassford, they began to produce electric, motor-driven wringer washers. Whirlpool Corporation is a principal supporter of Habitat for Humanity, a nonprofit organization dedicated to building low-cost, affordable housing. The company's commitment to Habitat for Humanity has exceeded $34 million and it has donated more than 73,000 appliances for Habitat homes. The company plans to support every Habitat home built globally by 2011, either through product donations, cash, or home sponsorship. In 2006, more than 20 Whirlpool India employees participated in the week-long Jimmy Carter Work Project (JCWP) in India, which resulted in the completion of 100 homes in a village near Mumbai. In 2005, Whirlpool India began a partnership with Habitat for Humanity India. Volunteers from Whirlpool participated in the build organized by Habitat for Tsunami victims in the southern part of India. In June 2005, Habitat for Humanity held its annual Jimmy Carter Work Project in Benton Harbor, Michigan. This week-long effort culminating in the completion of more than 230 houses in Michigan. Whirlpool was the lead sponsor for the build and 270 Whirlpool employees from 19 nations worked together to build 10 houses during the week. To facilitate Hurricane Katrina relief efforts, Whirlpool worked with Habitat to support “Operation Home Delivery.” Whirlpool employees helped construct approximately 50 pre-built homes in New York’s Rockefeller Center that were boxed and shipped to Louisiana and Mississippi and later erected with the help of Whirlpool employees in St. Tamany Parrish, Louisiana. In January 2007, Whirlpool chose to hold its annual sales meeting in New Orleans. As part of that meeting, more than 1,000 Whirlpool employees spent one day volunteering with Habitat for Humanity in an effort to continue rebuilding New Orleans’ residential areas. Since 2004, Whirlpool has sponsored entertainment icon Reba McEntire’s music tours to raise awareness and more than $500,000 for Habitat for Humanity.Cook for the Cure: Cook for the Cure presented by KitchenAid, was created in 2001 to give passionate cooks a way to support the Susan G. Komen Breast Cancer Foundation.

Chuck Jones:
Chuck Jones is the Vice President of Global Consumer Design at Whirlpool Corporation, and oversees a global staff of industrial designers, mechanical engineers, anthropologists, interaction designers, design strategists and human factors engineers. He was recruited to Whirlpool from Xerox Corporation in 1995, and initiated his career at Whirlpool as a leader in the Advanced Product Concepts group before being promoted to his current role. Mr. Jones had been selected to chair the 2002 Businessweek Design Excellence Awards, recognizing his leadership in the field of product design. Mr. Jones has been the subject of over 90 magazine and syndicated newspaper articles in Businessweek, International Design Magazine, Design Magazine. While under his leadership, Whirlpool has received...
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