Whirlpool Greenkitchen Concept: Innovation Development & Marketing Strategy Whirlpool Greenkitchen Concept: Innovation Development & Marketing Strategy
Current market situation and Whirlpool’s position in the European Market.
Macro Analysis (PESTL Analysis)
Political:
Economic:
The Global Economic crisis in 2008 :
Decreased Spending and lower demand for products.
Affected the companies (Whirlpool) business through increased operating costs.
Social:
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)
Technological:
An increase in popularity of alternative energy source or energy saving technology e.g. EPEAT label, Energy star (P.8 para2)
Legal:
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