Marketing Positioning Paper on Frigidaire Company: Launching the Front-Loading Washing Machine

By introducing the smart front-loading (horizontal axis) slipstream car designed and authentic to purport consumer an alternative washout crossroad that is superior to the conventional top-loading (vertical axis) swear out gondola, Frigidaire is intent to establish itself as the application loss leader in vital force-saving, environmentally friendly wash products while expand its line in the commercialise placeplace. This new front-loading slipstream machine offers lower cleverness consumption, better piddle saving, and better washing performance than the conventional top-loading washing machines offered by the competitors. Growth in environmental awareness and aptitude and urine conversation in the United States will pull and alimentation the grocery store place to produce a more energy streamlined washing machine such as the front-loading washing machine and this will position Frigidaire in the forefront of the laundry market. The laundry market is very competitive and demanding market. Frigidaire currently competes with quadruple otherwise major manufacturers in the U.S. and only has 11% of the market shares. The leader of the market, Whirlpool, has 35.9% of the market share while General electrical has 30.4% of the market and Maytag has 14.8%. Amana is behind Frigidaire with 6.4% of the market share. Similar machine is the ascendent the market in the European for reason of energy conservation and it is evaluate that this trend will drift into the U.S. market.

Through this, the front-loading washing machine will provide Frigidaire with much needed product preeminence and competitive edge in the industry. Survey of the po tential market showed that 53% of the survey! ed household purchased energy-efficient appliances while 28% used water conservation device in their homes. 46% of household paper considering environmental impact when purchasing products. Focus groups study indicated approximately perceived potential problems with the front-loading washing machine but results were otherwise encouraging. Consumer feedback from the controlled sales program provided product improvement and indicated positive level... If you destitution to get a full essay, order it on our website: OrderEssay.net

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