Final Consulting Report

What You Will Hear Today

Problem Definition/Project Scope -

Amy

Industry/Competitive Analysis - Ryan

Manufacturers - Christine

Channels – Julie

General Recommendations- Amy

How Whirlpool Measures Up

Home appliances research and the

internet

Does website serve its purpose?

Website=target market?

Channel partners= target market?

Whirlpool vs. Competitors’ websites

Out of Scope

In Scope

Manufacturers & channelswebsite benchmark/SWOT

Ease of customer websitenavigation

Product positioning relative tocompetition/branded impressions

Customer service analysis

Consumer product educationand appropriate content

Recommendations for change improvement

Web design

Companies outside providedmanufacturer & channel list

B2B relations Non-US markets

Product line analysis

Industry and Market Analysis

General Market Characteristics

“White box” appliances are a mature market. Demand has shifted away from mid-priced models.Manufacturer is gaining communication opportunities with their end consumers.Marketing Partnerships exist between manufacturers and retailers.

Supply Chain for New Appliances

A classic “pull” model of demand:

Manufacturer

Independent Distributors

Independent Retailers Chain Retailers

Supply Chain for New Appliances

E-commerce does not significantly affect this channel.

Manufacturer

Independent Distributors

Independent Retailers Chain Retailers Online Retailers

The Major Players

Whirlpool

Maytag

GE

Electrolux

Market Share Breakdown

Whirlpool34%

GE Appliances

29%

Maytag20%

Electrolux17%

WhirlpoolGE AppliancesMaytagElectrolux

Home Appliance Manufacturers

Segmentation and Positioning

WhirlpoolKenmoreKitchenAidGE Appliances

LG AppliancesFrigidaireMaytag

Benchmarking Study

Benchmarking Study Summary

Recommendations for Whirlpool

Personalized search methodProvide more product picturesConsider login capabilities

Recommendations for KitchenAid

Consider lifestyle-based questionsAdditional information on product innovationsConsider moving promotion information

Recommendations for Kenmore

Ranking criteria based on price or optionsConsistent web design with SearsOffer Q & A section on website

Retail Channel Websites

Segmentation and Positioning

ABT ElectronicsBest BuyCostcoHH Gregg

Home DepotLowe’sSears

Benchmarking Study

Benchmarking Study Summary

Selected Recommendations for Lowe’s

Zoom and angle product viewsExpanded product selection tool Improved feature comparison

Selected Recommendations for Sears

Organized product specifications Downloadable rebate forms Live customer help

General Recommendations

Promote brand with consistent Look Feel Experience

Visual StandardsCoherent message to consumers