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...