Frigidaire Appliance - MArketing Strategy

The major appliance market is a very private-enterprise(a) environment. Frigidaire has four major competitors in the United States: Whirlpool, General Electric, Maytag and Amana. These manufacturers hooking the reapings that would be competing with the front load washing machine. These products would include traditionalistic top payload or vertical axis machines. In addition, Maytag and Amana has announced plans to introduce their own versions of horizontal machines, although Maytags was not try on to be front loading. Whirlpool is withal developing a new generation washing machine that is rumored to be uncompleted traditional vertical nor horizontal axis and GE has scarcely released a new, updated version of the vertical axis machine. All of these machines would as well comprise the set of competitive products that would serve their sucker market. For the pitching arrive market that Frigidaire has identified for their front loading machines (upscale, sloshed hit and couples) the set of the major decisive attributes that define this product shoes are: features (fashion, performance), benefits (space savings), equipment casualty/quality, comparison, and proenvironment. Information collected from a sample of customers and potential customers about perceptions of the product on the determinant attributes showed the following: 1.Features (fashion, performance) - A 1993 food market explore concentrate on the front loading washing machine indicated consumer concerns about water leakage, cleansing performance and the hassle of loading and unloading the washer.

2.Ben efits (space savings) - A 1993 Market Resear! ch Focus on the front loading washer indicated consumer concerns about the smooth load capacities. 3.Comparison - A 1993 Market Research Focus on the front loading washer indicated consumer filth loyalty to live washing technologies. 4.Price/quality - A marketing study through with(p) by Frigidaires market research discussion section showed consumer interest in the washer decreased significantly until the price was reduced to $599 or less. Even with a pricing incentive, 35% of the consumers... If you want to get a full essay, order it on our website: OrderCustomPaper.com

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