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

By introducing the late front-loading (horizontal axis) slipstream utensil designed and demonstrable to purport consumer an alternative airstream crossroad that is superior to the conventional top-loading (vertical axis) swear out machine, Frigidaire is intent to establish itself as the application drawing card in vital force-saving, environmentally friendly wash drawing products while expand its line in the commercialise placeplace. This new front-loading slipstream machine offers lower cleverness consumption, better peeing saving, and better washing performance than the conventional top-loading washing machines offered by the competitors. Growth in environmental awareness and aptitude and piss conversation in the United States will pull and champion the commercialise to produce a more energy businesslike washing machine such as the front-loading washing machine and this will position Frigidaire in the forefront of the laundry commercialize. The laund ry merchandise is very competitive and demanding market. Frigidaire currently competes with quadruple other(a) 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 wi th much needed product eminence and competi! tive edge in the industry. Survey of the potential market showed that 53% of the surveyed household purchased energy-efficient appliances while 28% used wet conservation device in their homes. 46% of household sexual conquest considering environmental impact when purchasing products. Focus groups study indicated nearly 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 need to get a full essay, order it on our website: OrderCustomPaper.com

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