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[국제경영] Whirlpool Corporation Case

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    [국제경영] Whirlpool Corporation Case에 대한 자료입니다.
    목차
    1. Answer to Question 4
    Key success factors in Europe
    Whirlpool’s core competencies
    Electrolux’s core competencies
    Who is better positioned to dominate Europe?
    Whirlpool’s problems and challenges when entering Europe
    2. Answer to Question 5
    Will the proposed joint venture with Philips help Whirlpool?
    What are the incentives for Philips?
    3. Answer to Question 6
    Regional integration or local responsiveness?

    Exhibit 1. Team Survey of Core Competencies
    Core competence scales of Whirlpool & Electrolux
    Core competence charts of Whirlpool & Electrolux
    본문내용
    Key success factors in the household appliance industry in Europe
    Key success factors in the household appliance industry in Europe can be classified into two groups. The first are those that apply to the entire household appliance industry itself and thus, apply to Europe as well, and the second are those that pertain uniquely to the European market.
    Key success factors for the entire household appliance industry are marketing and promotion capabilities, brand recognition, the ability to develop and launch new products and manufacturing know-how which leads to cost cutting. As with many other businesses, marketing and promotion capabilities along with brand recognition are also important in the household appliance industry where competition is intensifying and product differentiation is becoming increasingly difficult as the technology is mature and widely available. In such a situation, strong marketing and promotion capabilities and brand recognition can provide the final thrust for consumers to purchase one’s products instead of one’s competitors. As already mentioned, since the technology is mature and widely available, products utilizing radical new technologies is unlikely, and the primary means of competition in major markets are in the form of updating and introducing new models. Thus, companies which are better able to add new functions and update the designs of their products would be the stronger players in the industry.
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