Discussion: Effects of GlobalizationAs you consider this module’s text reading and your project idea ( 2-in-1 wash and dry suitcase), discuss your plan for addressing the global market. How does globalization affect your idea? Consider cultural, political, legal, ethical, and/or linguistic issues that may be different in other countries and affect how you do business. 2 pages. APA format.Please read this article:https://smallbusiness.chron.com/issues-arise-doing-business-globally-56877.htmlAlso, read my final paper, which describe about the project idea: 2-in-1 wash and dry suitcase. on attach file.
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Running head: Final Milestone
Portable Two-in-One Washing and Drying Suitcase
The 2-in-1 washer and dryer is a new cutting-edge product that seeks to capitalize on
market trends requiring a more affordable, more efficient, more convenient product. The firm
will adopt a cost strategy where it will seek to position the product as a much more affordable
alternative to other market substitutes. As an established participant, it has several strengths that
allow it to compete effectively in the global marketplace such as very high revenues, economies
of scale, and great reputation. However, weaknesses such as its reactionary approach to trends,
and operating in mature markets have resulted in sluggish revenues and low-profit margins.
There are several opportunities in the market that Whirlpool can capitalize on such as emerging
markets and growing demand for small appliances in the market. Furthermore, marketing content
will also focus on its ability to save on water and electricity while allowing for much more
convenience for mobile individuals. The target market for this product will be low-income
households as well as emerging markets. Low-income earners will find this product attractive
because of its pricing which is relatively lower.
This report also discusses a variety of factors including the product sales, its efficiency,
the frequency of use as well as the usability of critical features of the product that have to be
considered. By evaluating the performance of the product, and leveraging the feedback loops
from the market effectively, the company can ensure that there is alignment between its product
and the mission statement while ensuring its decision-making process is updated to the market
environment. In order to understand how the market responds to the introduction of the 2-In-1
Wash and Dry Suit Case, it is important to evaluate the performance of the product in order to
improve upon it and take advantage of market developments. The company will introduce
measurable criteria for specific activities and mechanisms to keep track of ongoing branding
efforts and existing systems. Data gathered from these activities will then be relied upon by
decision-makers to implement the appropriate changes. The company would seek to increase
investment in R&D to spur innovation to create cutting edge appliances. The objective is to
ensure the company offerings and processes are consistently aligned with its mission, and hence
customer value is delivered.
World over, the Whirlpool company is better known for its innovation and creation of
home appliances which endeavor to make life easy for many people who are indeed busy
meeting other needs in life. The company’s mission statement says it all, “Earn trust and create
demand for our brands in a digital world” (Whirlpoolcorp, n.d.). This goes on to show that the
company understands the current situation of its customers who live in a fast and evolving world.
Our new product perfectly fits into these visions, with a promise to revolutionize how laundry is
done. The two-in-one washer and drier suitcase hold the promise of earning the company more
trust and increase the demand for the company’s brands all over the world.
The goal of the Whirlpool Company has always been to design products which durable,
affordable and efficient at all times. To build on this philosophy I envision a portable washer and
dryer built into one casing that can be used by anyone, anywhere and at any time. One of the
values of this corporation is diversity and inclusion. While this ethic might be applied
specifically to the behavioral aspect of the people who work in this company, it can also be taken
to imply the need for innovation of fresh ideas and concepts. The two-in-one washer and dyers
suitcase fit the bill perfectly.
A one-hundred-year experience in the market means that the Whirlpool Company thrives
on new innovations and ideas. The company recognizes that one of its major deriving forces is
its ability to invent news appliances that target specific need in each society in the world. It is on
the backdrop of this factor that the invention of a portable two-in-one washer and dryer suitcase
becomes a viable and worthy concept. All the appliances manufacture and marketed by this
company have enjoyed immense success worldwide and while this might be partly because of
the of the brand name of the company, the functionality of these products play a big part in why
consumers love to choose Whirlpool products.
Whirlpool washing and drying machines have had a lot of success over the years on the
global market. The introduction of this new concept poses a challenge that must be faced in
terms of how the company’s marketing plan will be affected. The company has had many new
products invented throughout its over sixty innovations centers with most if not all having a near
perfect market reception. Therefore, the organization’s marketing departments have learned to
adapt to marketing new products and making them successful over its competitors (Mullins et al.,
2010). This new concept in laundry technology will most certainly boost brand visibility of the
company and positively impact the marketing of the other brands.
The lives of people are changing rapidly, and individuals are becoming busier as the
demands of life continue to rise each day. We have many people on the move and out of their
houses more than ever before. The whirlpool company is on a mission to identify the unmet
needs of people and work on ways to satisfy them. The two-in-one washer and drier suitcase
seek to differentiate the company’s competitive edge through the branding of this new and
unique product. No other competitor as of yet has thought of this concept and therefore it will be
advantageous for this company to be the first to launch the product first and be able to create
A portable two-in-one washing and drying machine is what the world’s busy population
desires right now. Imagine a person who only has a few minutes to spend in their house before
getting back on the road, or a group of campers out on a mountain, or a mom with her kids in a
park and one of her children accidentally pours orange juice on their white T-shirt or an engineer
who is out on a fieldwork for a few days and accidentally falls into a muddy puddle. These are
some of the scenarios which show how this invention could come in handy. Whirlpool Company
has the ability and the capacity to manufacture and market this product all over the world due to
its effective positioning (Housebuilder, 2016). The current market is ready for this kind of need
to be met by innovation and the two-in-one washer and dryer suitcase offers the best possible
Whirlpool Corporation has had an effective branding of its products all over the world.
The company is a renowned supplier of home appliances across major supermarket outlets in all
the state In America. It also supplies its products to many US embassies across the globe and this
has made the company’s brand a household name. Demand for Whirlpool products continues to
grow each day with statistics showing that the company manages to sell seventy million of its
manufactured products every year (Whirlpoolcorp, n.d.). The two-in-one will definitely benefit
from the brand effectiveness of the company but, will also add to the numbers of sales being
made each year.
The Target Market
Statistics indicate that around two billion people on earth have washing machines with
about five billion still having to hand wash their clothes (Rosling, n.d.). In the UK statistics
indicate that ninety-seven percent of homes have washing machines (UK Statistics, 2019). This
information provides a positive insight into the ever-growing need for these useful machines.
Portable Washers and dryers are not yet in the market and the facts that most nations have a high
demand for these products shows that it is the right time for a two-in-one washer and drier
suitcase. Indeed, those who use washers and dryers for washing their clothes in their houses are
most likely to use this new product when they are not in their houses.
According to research by Statista (2015) it shows that a majority of the buyers of the
traditional fixed washing machine are middle aged women. Based on Pakula and Stamminger
(2010) the design of the portable two-in-one washer and dryer makes it more attractive to the
younger generation who have a much more mobile lifestyle that cannot accommodate a fixed
machine. Its target market is the young men and women who cannot afford the more expensive
fixed washer and dryer. Furthermore, the 2-in-1 washer is also appropriate for developing
nations where the market does not have a lot of disposable income because of their low price and
high efficiency in water and power usage.
Sexual tend to
Teenager ~ 18/
Mid-age ~ 38-55
Reason to Buy
Easy to use
Simple to carry and
use during the busy
Easy to take care of
family and work
Saving water and
American and European consumers are considered more comfortable when it comes to
matters concerning their finances. Around the world, other nations especially those which are
still developing struggle to purchase gadgets which they think are more of a luxury than what
they really need. Consumers in developed nations like the US, Europe, and nations in Asia are
most likely to purchase new machine inventions that have alternatives, which perform the same
function (Magni et al., 2016). For instance, consumers in these nations will most likely purchase
a rice cooker even if they have the option of cooking over a gas cooker. Most middle-aged
female are also interested in innovations and always try to find out which new products have
been introduced in the market. This behavior is driven by the desire to have a more comfortable
lifestyle and what a better way to achieve this than to possess things which simplify the way of
Want and Need
Washers and dryers are implements for doing laundry and substitutes of the traditional
hand wash. As more consumers choose affluence and comfort, devices that make human life
more convenient are in great demand. Market research show that consumers of washers and
dryers need machine that are not only efficient in energy use but also affordable. Therefore, they
need a machine that does their laundry with increasing the cost of their utilities. However, the
traditional washer and dryer sacrifices convenience for a fixed position because they were
designed with minimal movement in mind. After all, individuals buy the machines for their
households and have no plans of moving it. What if they do? Today’s world demands greater
mobility more so among young employees, and this necessitates a more portable washer. The 2-
in-1 washer meets the needs of these consumers who want a less bulky and less price version of
the washer machine. Moreover, it is more affordable and efficient. It is definitely an ideal type to
meet the needs of modern emerging markets and customers.
Why Target Market
Emerging economies are slated to be the next frontier upon which multinationals will
seek revenue and market growth. According to the Forbes Publish or Perish report, in the next
few years emerging markets will account for more than half of sales thanks to the maturity and
saturation of western markets. In addition, the living standards of consumers in these economies
are on the rise and so is the demand for luxury and convenient goods-especially electronics. In
recognition of this, other multinationals such as Bosch and Samsung have moved to establish
their presence in Africa and other emerging markets (Magni& Motiwala 2016). However, the
emerging markets pose several challenges for companies such as Whirlpool. Resources such as
water and electricity are limited. Moreover, the company’s stance of LGBT issues might hurt its
market chances because emerging markets are known for their conservative views on matters
such as sexuality.
Furthermore, the companies has seen a stagnation of sales over the last decade thanks to
increasing competition and the fact that their traditional markets are saturated. The 2-in-1 washer
and dryer is appropriate for this market for several reasons. Not only is the price more affordable
and within the price range that most consumers in emerging economies would consider
acceptable, it saves on energy and water use; two of the limited resources. In addition, emerging
market untapped potential for the company because very few households actually make use
appliances such as the washer and dryer. This means that that there is great potential for growth
in revenues and market share. Studies by the United Nations suggest that some of the nations in
developing regions will achieve industrialized status by 2050 (Magni& Motiwala 2016). By then,
most multinationals will have saturated the market with their products. By entering the emerging
market now, the company can beat the competition to market and establish itself as the dominant
Many washers and dryers are designed to be fixed at a single place inside a closet. They
also require intricate rerouting of water passages which must fit perfectly onto the washers. The
dryers also need specialized wiring connection in specific locations in the house, a factor that
makes these machines difficult to relocate around the house when the desire arises. The portable
two-in-one washer and the drier machine is a solution to this problem. Wherever a person can
find a source of water and electric power is a possible location for washing their clothes. More
than ever people want to be flexible in all areas of their lives. Flexibility is what people are
looking for and more than ever, people want to be able to work from any locations and laundry
should not be their limiting factor.
The working-class parents with children and the individual whose work involves a lot of
outdoors and travels by road are the best target for this product. Their need for a portable two-inone washer and drier is higher than for any other market segment. The busy parent with children
is always in the move and at most times a mother would prefer to have her children on sight
whenever she is doing her chores, with this portable machine, she has more control over where
she will do her laundry. Moreover, she can place this machine at the back of her car and carry it
along to designated picnic or campsite and use it whenever the need arises. This product is more
appealing to a working parent because of the freedom of movement it promises.
People whose work involves a lot of outdoors like engineers or truck drivers and even
those who love traveling locally within the expanse of their country will find this product
appealing to them. Working outdoors carries with it the consequence of getting dirty quickly and
for persons with preferences for cleanliness, a portable two-in-one washer and drier suitcase
offer the best remedy for this problem. Most remote places have a limited supply of clean water
luckily, this washer and drier is designed to utilize little water. Also, modern cars come with a
power port which the new machine can be plugged in for a supply of electric energy during the
washing process. As per now, there is no other company which manufactures washing and
drying machines which has launch any invention in the market to satisfy this need.
Strengths and Weaknesses Assessment
Whirlpool is one of the largest Manufacturers of home appliances with its headquarters
based in Michigan, US. Since its establishment in 1911, it has grown to become a global
company with market presences in nearly all developed nations. The company attributes its
success to its brand effectiveness, excellent marketing skill and the quality of their products.
Whirlpool is ranked among the top 500 fortune companies in the US and earns revenue of over
twenty billion dollars per year. It is of special interest for the company to engage in product
differentiation and innovation for the purpose of satisfying the ever-growing needs of the market.
For this reason, the company plans to launch a new invention, the two-in-one suitcase washer
and drier and hope to revolutionize laundry.
A clear understanding of the company’s market positioning in terms of its strengths,
weaknesses, opportunities and threats is a good determinant of how successful the new product
launch will be.
Strengths and Weaknesses
One of the best ways to evaluate a company is through a SWOT analysis. This tool
provides the best criteria for companies to weigh their chances of penetrating the market and
remaining sustainable in the long run. It is essential for companies to periodically conduct a
SWOT analysis in order to check their current market positioning. Strengths and weaknesses are
internal factors that whirlpool needs to assess while opportunities and threats are normally
external factors that affect a company. The success of any products that the company sells in the
market relies on all these four factors.
Whirlpool Company is a market leader and as so, it possesses various factors which give
it a competitive edge and ensures that it remains sustainable and profitable in the US market and
abroad. The brand uses these strengths to remain relevant in the industry and to drive up sales.
World pool is one of the top companies in the world which boasts of an annual income of
over twenty billion dollars. This financial advantage enables the company to stay well on top of
its competitors in the research and development of new and innovative products. According to
Luca (2016) a good financial rating acts to boost revenues of companies. The financial strength
of Whirlpool Company also builds the company’s reputation and develops trust among its clients
worldwide. Henceforth, this enables the company to grow. The high revenue will be secured
with sufficient resources and funds for the product development, promotion and advertising
distribution portion of the new product 2-in-1 wash and dry suitcase. Whether it is to further
innovate products or sell them overseas, sufficient income is the most important guarantee.
Star in BCG Matrix
This is a tool that analyses and ranks a company’s strategic position and places it in one
of the four categories which include cash cows, dogs, question mark and star (Mohajan, 2017).
The star category means that a company is at the top level in market share and has a high growth
rate. It also means that a company has a high revenue stream and uses its funds to develop the
company. Indeed, Whirlpool’s rank as a star has seen the company maintain and grow its market
share in home appliances.
Whirlpool Company is regarded as a manufacturer of quality home appliances that are
durable and dependable. This can be attested to the fact that the company has been in the
manufacturing business for over a century now and still maintains a market lead. In the modern
business world, consumers are tending towards those companies that have a high reputation in
quality production, client service, environmental sustainability, corporate social respons …
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