Marketing - Whirlpool Acquired Maytag in 2006

I. Executive Summary

a. Synopsis

b. Major aspects of the marketing plan

Introduction

Maytag began its business and produced farm equipment in 1893 by Parsons Band Cutter and Self Feeder Company. In 1904, the company became the largest thresher and feeder machine manufacturer in the world by launching safety features for their products since farm accidents were very common. The introduction of the new washing machine was made in 1907. After years of developing its product, Maytag was able to reach their success and was recognised on the New York Stock Exchange in 1925. Even though, great depression was an issue during year 1929, Maytag was still earning profits. Although, there were circumstances that Maytag went down from its development due to the World War II, they had to stop the operation in making washing machine because they had to make aircraft such as the Super Fortress, Flying Fortress, Marauder, and the Mustang etc. After the war washing machine was on the business again. In early eighties, companies were continually being sold and merged with Maytag until in March 2006 the Whirlpool acquired Maytag.

In many years of Maytag operation, Whirlpool acquired Maytag in 2006 as their subsidiary. However, due to lack of attention on Maytag from Whirlpool, American Home continued Maytag in the market. As time passed, Whirlpool got Maytag again, then Union. Finally this 2011, American Home handles Maytag in the Philippines. Since, Maytag is well-known in the United States of America as their one of the best companies when it comes to washing machine, here in the Philippines not that much. They lack advertisements and allocation of their products, which is why they are not that much improving in the market.

The importance of this research is to figure out the problems and its opportunities of the company to be mentioned in the latter part of this research paper. Comments and strategies will be able to help Maytag to reach its quota in the Philippine Market and worldwide. This paper will definitely give them ideas to extend their name and products all over the world.

II. Situation Analysis

a. Company analysis

Goals

Maytag's aim is to capture the market first in the Luzon area by achieving high market share they would get in the future. Afterwards they will engage in other area of Visayas and Mindanao. This coming July they will be using advertisements such as billboards and TV commercials for Maytag since Maytag has not yet involved in that kind of advertising, it will definitely increase their market share.

Culture

Strengths

b. Customer