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

By introducing the impertinent front-loading (horizontal axis) slipstream motorcar designed and essential to purport consumer an alternative dry wash crossroad that is superior to the conventional top-loading (vertical axis) swear out simple machine, Frigidaire is intent to establish itself as the labor attractor 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 body of water conversation in the United States will pull and declare the grocery to produce a more energy economic washing machine such as the front-loading washing machine and this will position Frigidaire in the forefront of the laundry marketplace. The laundry mark et is very competitive and demanding market. Frigidaire currently competes with quadruple another(prenominal) 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 specialization and comp! etitive edge in the industry. Survey of the potential market showed that 53% of the surveyed household purchased energy-efficient appliances while 28% used water conservation device in their homes. 46% of household rate considering environmental impact when purchasing products. Focus groups study indicated next perceived potential problems with the front-loading washing machine but results were differently encouraging. Consumer feedback from the controlled sales program provided product improvement and indicated positive level... If you wish to get a full essay, order it on our website: OrderCustomPaper.com

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