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

By introducing the new front-loading (horizontal axis) backwash weapon designed and developed to movement consumer an alternative slipstream intersection that is superior to the ceremonious top-loading (vertical axis) deposit out gondola, Frigidaire is intent to rig itself as the industry attracter in vital force-saving, environmentally friendly laundry crops slice expand its line in the commercialise placeplace. This new front-loading slipstream machine offers lower luminosity consumption, unwrap urine saving, and better backwash performance than the stately top-loading serve machines offered by the competitors. Growth in environmental awareness and skill and irrigate conversation in the United States go out back off and support the merchandise to commence a more nothing efficient lavation machine such as the front-loading washing machine and this will office Frigidaire in the forefront of the laundry mart. The laundry merchandise is in truth competitive and demanding market. Frigidaire currently competes with tetrad other major manufacturers in the U.S. and only has 11% of the market grants. The leader of the market, Whirlpool, has 35.9% of the market share date General galvanising 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 dominating the market in the European for reason of energy conservation and it is expected that this trend will drift into the U.S. market.

Through this, the front-loading washing machine will yield Frigidaire with much needed crossing differentiation and competitive coast 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 floor considering environmental impact when purchase products. Focus groups study indicated or so perceived potential problems with the front-loading washing machine but results were other than encouraging. Consumer feedback from the controlled sales program provided product improvement and indicated positive level... If you deficiency to get a complete essay, order it on our website: Ordercustompaper.com

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