Whirlpool Corporation is one of the world’s leading manufacturers and marketers of major home appliances. The company has principal manufacturing operations and marketing activities in North and South America, Europe, and Asia. Whirlpool’s primary brand names—KitchenAid, Roper, Bauknecht, Ignis, Brastemp, Consul, and its global Whirlpool brand—are marketed in more than 170 countries worldwide. In North America, Whirlpool is the largest supplier of major appliances to Sears, under the Kenmore brand. This accounts for nearly 20 percent of Whirlpool’s sales. Whirlpool, which manufactures its products in 13 countries, makes about 25 percent of its sales in Europe and is concentrating on emerging markets in Asia and Latin America.
Regional Operations Summary
North America Whirlpool operations in the United States, Canada, and Mexico together form the North American Region. The combined operations work with a unified strategy for manufacturing and marketing appliances in the three countries. Latin America Whirlpool includes Central and South America and the Caribbean. The Latin American Appliance Group of Whirlpool and its affiliates have the largest market share and one-third of the manufacturing capacity of the region. The Latin American home appliance market is expected to expand more rapidly than either North America or Europe. Asia Whirlpool has been exporting home appliances to Asia for over 30 years. From 1993 to 1995, Whirlpool moved aggressively to increase its presence throughout the region by establishing marketing and manufacturing joint ventures. In Asia, Whirlpool focuses on four key products: clothes washers, refrigerators, air conditioners and microwave ovens. Today, the company enjoys the number one position among non-Asian competitors in the region. With a staff of approximately 11,000 and 11 factories in six countries, Whirlpool Europe ranks as the third largest producer and marketer in Western Europe. It commands the leading position in Central and Eastern Europe, and is growing steadily in the Middle East and Africa. A strong focus on the needs of customers in each of Europe’s various markets, combined with a coordinated, pan-European approach to many common operations and activities, provides Whirlpool Europe with a strong foundation to build for the future.
Company Vision, Values, and Social Responsibility
The Whirlpool Vision—Every Home... Everywhere with Pride, Passion, Performance. We create the world’s best home appliances that make life a little easier and more enjoyable for all people. Our goal is a Whirlpool product in every home, everywhere. We will achieve this by creating: Pride ... in our work and each other; Passion ... for creating unmatched customer loyalty for our brands and Performance ... results that excite and reward global investors with superior returns.
1 © Helen LaVan, PhD, Dept. of Management, DePaul University, Chicago, IL. Used with permission.
Values—Five fundamental values: Respect, Integrity, Teamwork, Learning to Lead and Spirit of Winning, represent the essence of who we are as a company. They provide a framework of expectations for how we behave and relate with others. The power of these values and the behaviors that support them lies in how they help us achieve a consistently high level of performance, regardless of business or economic cycles.
Social Responsibility—Whirlpool Corporation meets its societal obligations by extensive commitments to Habitat for Humanity International. It is donating a Whirlpool brand refrigerator and freestanding range for homes built in the United States and Canada under Habitat’s new More Than Houses Program, a campaign to build 100,000 new homes by the year 2005. The company previously announced that it would donate up to $5 million in appliances for homes built by Habitat. “We are truly grateful to Whirlpool for making such a generous pledge of support,” said...