Whirlpool Corporation Problem Statement: Where and how should Whirlpool expand to maintain a sustainable competitive advantage within the appliance industry? Analysis: The U.S. appliance market was completely saturated in 1986. Increased pressure from other companies like GE who implemented a $1 billion restructuring project on its appliance division, and Electrolux, a company that just inherited WCI and hence became a huge presence within the U.S., gave the Whirlpool top management concern on how to stay …showed first 75 words of 389 total…

…showed last 75 words of 389 total…pressure on Electrolux. Whirlpool should go along with the Phillips joint venture due to Phillip’s strong international presence and its strong appliance division. Whirlpool should consider concentrating on expansion in Europe. The countries may be fragmented, but there is evidence that there is increased future collaboration amongst the countries and their purchasing decisions. Furthermore, Whirlpool can cut costs by vertically integrating its components and changing only the exterior of the appliances if need be.