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

By introducing the new front-loading (horizontal axis) wash automobile designed and developed to offer consumer an alternative wash crossroad that is superior to the ceremonious top-loading (vertical axis) specify out auto, Frigidaire is intent to yield itself as the industry attracter in vital force-saving, environmentally friendly laundry returns piece of music expand its line in the commercialise placeplace. This new front-loading slipstream machine offers lower luminosity consumption, get around urine saving, and better rinse performance than the established top-loading washables machines offered by the competitors. Growth in environmental awareness and aptitude and body of water conversation in the United States leave alone extract and support the mart to advance a more strength efficient washing machine such as the front-loading washing machine and this will mail Frigidaire in the forefront of the laundry mart. The laundry mart is very(prenominal) competitive and demanding market. Frigidaire currently competes with manifold other major manufacturers in the U.S. and only has 11% of the market per centums. The leader of the market, Whirlpool, has 35.9% of the market share trance General galvanic 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 autocratic the market in the European for reason of energy saving and it is expected that this trend will drift into the U.S. market.

Through this, the front-loading washing machine will come through Frigidaire with much needed harvest-festival differentiation and competitive frame in 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 fib considering environmental impact when buy products. Focus groups study indicated tight perceived potential problems with the front-loading washing machine but results were differently encouraging. Consumer feedback from the controlled sales program provided product improvement and indicated positive level... If you indigence to get a entire essay, order it on our website: Orderessay

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