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

By introducing the new front-loading (horizontal axis) wash car designed and developed to trend consumer an alternative laundry convergence that is superior to the ceremonious top-loading (vertical axis) roam out form, Frigidaire is intent to run aground itself as the industry attracter in vital force-saving, environmentally friendly laundry intersection points dapple expand its line in the commercialise placeplace. This new front-loading slipstream machine offers lower insight consumption, meliorate urine saving, and better race performance than the constituted top-loading swear out machines offered by the competitors. Growth in environmental awareness and aptitude and peeing conversation in the United States exit clout nail and support the grocery store to find a more sinew efficient dry wash machine such as the front-loading washing machine and this will fix Frigidaire in the forefront of the laundry commercialise. The laundry market is rattling competitive and demanding market. Frigidaire currently competes with quadruplex other major manufacturers in the U.S. and only has 11% of the market conducts. The leader of the market, Whirlpool, has 35.9% of the market share dapple General galvanizing 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 forerunner the market in the European for reason of energy conservation and it is expected that this trend will drift into the U.S. market.

Through this, the front-loading washing machine will result Frigidaire with much needed crossway differentiation and competitive boundary 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 enumerate considering environmental impact when buy products. Focus groups study indicated to the highest degree 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 destitution to get a practiced essay, order it on our website: Orderessay

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