Report on Whirlpool

Topics: Quality control, Major appliance, Strategy map Pages: 14 (3578 words) Published: April 6, 2013


‘Your magic in Homemaking


The main objective of the industrial visit was to know about the management processes that are practiced in the manufacturing, to understand how the operations, resources and people are managed in an industry, how the supply system of a company works and how the demand is met. We have been taught the theory related to the Balanced Scorecard model and Business Excellence Model in the class and the visit to the industries was so designed so that the processes that are practised in the industry can be mapped as per the models and can be comprehended in a better manner.

* To have an interface with the industry.

* To get acquainted with the practical application of the concepts of Balanced Score Card and the Business Excellence Model.

* To be able to relate the theoretical aspects learned in the class room with the actual work carried out in the corporate world.

* An experience aimed at expanding our view about business and making us identify the dimensions that require attention on our part.

* To make us understand the roles and responsibilities of different departments in an organization and the differentiation and integration of the same.


Company Profile
From its beginning as a manufacturer of electrically powered clothes washers, Whirlpool Corporation has become the world's leading producer of major household appliances. Its main products include home laundry equipment, dishwashers, refrigerators, freezers, ovens, ranges, room air conditioners, and mixers and other small household appliances. The company's appliances are sold in more than 170 countries worldwide under such brand names as Whirlpool, KitchenAid, Roper, Estate, Bauknecht, Ignis, Laden, Polar, Brastemp, Consul, and Eslabon de Lujo. Whirlpool is a major supplier of appliances to Sears, Roebuck and Co., which accounts for about one-fifth of Whirlpool's net sales; these include Whirlpool-made products marketed under Sears' Kenmore brand, as well as Whirlpool and Kitchen Aid brand products. The corporation has 47 manufacturing locations, ten of which are in the United States; the remainder are in Canada, Mexico, France, Germany, Italy, Poland, Slovakia, South Africa, Sweden, Brazil, China, and India. Two-thirds of sales are generated in North America, 20 percent in Europe, and 11 percent in Latin America.

Whirlpool acquired Kelvinator India Limited in 1995 and marked an entry into Indian refrigerator market. The same year also saw acquisition of major share in TVS joint venture and later in 1996, Kelvinator and TVS acquisitions were merged to create Indian home appliance leader of the future, Whirlpool India. This expanded the company's portfolio in the Indian subcontinent to washing machines, refrigerator, microwave ovens and air conditioners. Today, Whirlpool is the most recognized brand in home appliances in India and holds a market share of over 25%. The company owns three state-of-the-art manufacturing facilities at Faridabad, Pondicherry and Pune. Each of these manufacturing set-ups features an infrastructure that is witness of Whirlpool's commitment to consumer interests and advanced technology. The company's brand and image speaks of its commitment to the homemaker from every aspect of its functioning. It has derived its functioning principles out of an undaunted partnership with the homemakers and thus a slogan of “You and whirlpool, the world's best homemaker” dots its promotional campaigns. The products are engineered to suit the requirements of ‘smart, confident and in-control' homemaker who knows what she wants. Vision

Every Home… Everywhere… with Pride, Passion and Performance The company’s vision reinforces that every home is our domain, every customer and customer activity our opportunity. This vision fuels the passion that we...
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