Whirlpool : A Case Study of Multi-National Corporations in the Chinese Home Appliance Industry
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Over the years Whirlpool made many mistakes and missteps when it came to the Chinese economy, however, with the turn of the century came a turn in their policies. After two decades from their original entrance into the Chinese market, Whirlpool Corporation was able to overcome its mistakes and is currently paying off their schooling fee by making its way back into the Chinese home appliance market. Despite its past, the company's recent acquisitions of Hisense Kelon and Hefei Sanyo have set it up for sustained growth within the future market. The next step that would need to be taken to further build upon that foundation would be to adapt and strengthen their marketing strategy. In the past, a weak marketing strategies left Whirlpool on the outside looking in on the market boom, however they have a chance to change that in the coming years. The author provides examples that the corporation could follow, targeting the middle class and rural areas as well as house planers and the "Me" generation.