Whirlpool Greenkitchen Concept: Innovation Development & Marketing Strategy Whirlpool Greenkitchen Concept: Innovation Development & Marketing Strategy

1. Current market situation and Whirlpool’s position in the European Market.

Macro Analysis (PESTL Analysis)

1. Political:

2. Economic:

a. The Global Economic crisis in 2008 :

i. Decreased Spending and lower demand for products.

ii. Affected the companies (Whirlpool) business through increased operating costs.

3. Social:

a. Green Movement: People began to monitor more carefully their actions and to behave in line with ecological norms in both personal activities and consumption (P.7 para5)

4. Technological:

a. An increase in popularity of alternative energy source or energy saving technology e.g. EPEAT label, Energy star (P.8 para2)

5. Legal:

a. Carbon footprint (P.8 para1) measure impact product manufacturing had on carbon production and where process most carbon was produced. Ex. 85% of British consumers demands carbon impact on their food products.

Micro Analysis (Appliance Industry and Whirlpool)

Demographical Findings:

• 80% of female Vs 66% of male

Will spend more money on green products

• Young Adults (25-34)

Most likely to pay for lower-carbon footprint goods.

• White collar (highly educated house owners)

See green solution as a means of reducing their bills.

Psychographic Findings:

• People’s sense of duty toward the environment is a major motivation to go green.

• Self- image combined with absolute belief in benefits of green products is a very strong reason for purchase.

• Green consumers found to be:

 Opinion leaders but would prefer to learn more and more about the topic.

 Having doubts about advertising, but responsive if suggested an action to be taken.

 Preference to gatherings and unified activities rather than self-thinking position.

 Attentive to business actions in regard to eco-friendliness and society education

 Harshly reactive to false environmental claims made by companies who proof to be misleading.

 Considering