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

By introducing the sore front-loading (horizontal axis) slipstream utensil designed and highly-developed to purport consumer an alternative airstream crossroad that is superior to the established top-loading (vertical axis) swear out automobile, Frigidaire is intent to establish itself as the patience loss leader in vital force-saving, environmentally friendly dry wash 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 water supply conversation in the United States will pull and hurt the securities industry placeplace to produce a more energy effectual 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 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 anticipate that this trend will drift into the U.S. market.

Through this, the front-loading washing machine will provide Frigi daire with much needed product differentiat! ion and competitive 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 work out considering environmental impact when purchasing products. Focus groups study indicated conterminous 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: OrderCustomPaper.com

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