Sunbeam Case Analysis

Topics: Washing machine, Laundry symbol, Small appliance Pages: 6 (1508 words) Published: December 6, 2011
Situation Analysis

Sunbeam has offered innovative products to household families for over 100 years and is a publicly traded company. In 1910 Sunbeam introduced their first iron. In 1930 Sunbeam introduced the Mixmaster stand mixer. The mix master stand mixer became the single most popular small kitchen appliance in the country. In 1998, the US Postal Service dedicated a stamp in honor of the famous Mixmaster as one of the country’s greatest innovations. Sunbeam has been known for these and other durable and affordable products. Household appliance sales and service co. started in 1972 as SASCO branch 80. Sunbeam Appliance Service Co. is a division of Sunbeam Corp in Niles Illinois. Sunbeam’s home office and factory originally began in Chicago, known as the Sunbeam Factory Outlet Center. This factory was the largest Sunbeam servicer in the country. There was well over 100 factory-owned service centers, providing products and repairs. Over time Sunbeam closed all the factory-owned outlet service centers. In the mid-1980’s , Branch 80 was the last to be closed . We have changed ownership and location, but are still in the suburban Chicago neighborhood where it all began. Our facility has been providing Sunbeam and Oster products and services to our customers for over 38 years, and proudly serving our customers online for 8 years. The Sunbeam convertible iron and steamer features a large water tank, a steam button that releases a shot of steam to help release wrinkles while ironing, and a stainless steel design to allow for easier use and gliding over garments. The steamer can be used vertically to allow the user to steam curtains and garments hanging in a closet. For the consumers safety, the iron features an automatic shut off so the iron doesn’t over heat, a digital steam indicator to notify the user when the steamer function is activated, and an anti-drip function to help prevent the leaking of water while the user irons and steams his/her garments.

The potential market for Sunbeam is every household. Ironing is seen as a necessary evil; everyone needs to iron something in his/her house or closet. According to the U.S. 2010 Census, there are 114,825,428 households in America, meaning 114,825,428 potential customers. We assumed every household in America needs one iron. We did not take into account people who buy wrinkle free clothing or people who use dry cleaning because we feel even those people would still have an iron. Ironing is cheaper than dry cleaning, and even if a house has wrinkle free clothing, the household would still have couches, drapes, pillows, and table cloths that would still require ironing or steaming.

Sunbeam has four main competitors: SureSource, Euro-Pro Operating LLC., T-fal, and Panasonic. SureSource makes the Rowenta DA156 iron and uses 360 degree photography, search engine marketing, affiliate marketing, and direct mail as its marketing strategies. Euro-Pro makes two irons, the Europro Operating G1568 and the Shark G1435. Euro-Pro focuses on easy to use small household appliances and is a family run company. They feature products such as irons, steamers, and steam irons. T-fal makes the T-fal FV4379003 iron. T-fal is based in West Orange, NJ and focuses on non-stick coatings for household appliances. The last competitor, Panasonic, is the maker of the Panasonic NI W750TS iron. The Panasonic NIW750TS iron features the same vertical steaming capability as the Sunbeam iron, the same 360 degree swivel design, and same automatic-off feature.

• Jarden Consumer Solutions
o Formally known as Alltrista, it was formed in April 1993. It was a spinoff from Ball Corporation. In December 2001, the company was reincorporated in Delaware. In May 2002, the company changed its name to Jarden. Jarden is a leading provider of global consumer products with a portfolio of over 100 brands. • Sold...
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