Business Case Studies, Going Global Case Study, Whirlpool's Global Expansion Strategies

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Going Global Case Study

Case Title:

Whirlpool's Global Expansion Strategies

Publication Year : 2004

Authors:  Firdaus Maldar, G Srikanth

Industry: Home Appliances and Personal Care Products


Case Code: GGL0014

Teaching Note: Available

Structured Assignment: Available

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Whirlpool is the leading manufacturer of major household appliances in the world. In the 1980s, the company, a market leader in the US expanded its presence to Europe, Asia and Latin America. The company has relied on globally integrated activities, customer focus and constant innovation to aid growth. But the company's Asian operations faced numerous hurdles including a preference for local brands and price competition.

Pedagogical Objectives:

  • To discuss Whirlpool's global expansion strategies
  • To discuss the problems faced by the company in Asia
  • To discuss the opportunities and challenges that Whirlpool is likely to face in the future.


  • Whirlpool: till the 1980s
  • Whirlpool's global expansion strategy
  • Whirlpool Asia in a whirlpool
  • Challenges

Keywords :  Whirlpool's global expansion strategies; Home appliance industry; Innovation; Growth strategy; Price competition; Mature market; Customer focus; Growth Strategies Case Study; Electrolux AB; Kenmore; David Whitwam; Jeff Fettig; Consumer durables; Branding strategy

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