Frigidaire Appliance - MArketing Strategy

The major appliance market is a very combative environment. Frigidaire has four major competitors in the United States: Whirlpool, General Electric, Maytag and Amana. These manufacturers shit the merchandises 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 examine to be front loading. Whirlpool is withal developing a new generation washing machine that is rumored to be partial traditional vertical nor horizontal axis and GE has hardly released a new, updated version of the vertical axis machine. All of these machines would in any case comprise the set of competitive products that would serve their sucker market. For the mariner arrive market that Frigidaire has identified for their front loading machines (upscale, blind drunk hit and couples) the set of the major decisive attributes that define this product shoes are: features (fashion, performance), benefits (space savings), footing/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 trade query concentrate on the front loading washer indicated consumer concerns about water leakage, cleansing performance and the hassle of loading and unloading the washer. 2.Benefits (space savings) - A 1993 Market Research 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 tick off loyalty to live washing technologies. 4.Price/quality - A merchandising study through with(p) by Frigidaires market research plane section showed consumer interes t in the washer decreased significantly unti! l 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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