Final Consulting Report. What You Will Hear Today Problem Definition/Project Scope - Amy Industry/Competitive Analysis - Ryan Manufacturers - Christine.

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Presentation transcript:

Final Consulting Report

What You Will Hear Today Problem Definition/Project Scope - Amy Industry/Competitive Analysis - Ryan Manufacturers - Christine Channels – Julie General Recommendations- Amy

How Whirlpool Measures Up Home appliances research and the internet Does website serve its purpose? Website=target market? Channel partners= target market? Whirlpool vs. Competitors’ websites

Out of Scope In Scope Manufacturers & channels website benchmark/SWOT Ease of customer website navigation Product positioning relative to competition/branded impressions Customer service analysis Consumer product education and appropriate content Recommendations for change improvement Web design Companies outside provided manufacturer & channel list B2B relations Non-US markets Product line analysis

Industry and Market Analysis

General Market Characteristics “White box” appliances are a mature market. Demand has shifted away from mid-priced models. Manufacturer is gaining communication opportunities with their end consumers. Marketing Partnerships exist between manufacturers and retailers.

Supply Chain for New Appliances A classic “pull” model of demand: Manufacturer Independent Distributors Independent Retailers Chain Retailers

Supply Chain for New Appliances E-commerce does not significantly affect this channel. Manufacturer Independent Distributors Independent Retailers Chain Retailers Online Retailers

The Major Players Whirlpool Maytag GE Electrolux

Market Share Breakdown

Home Appliance Manufacturers

Segmentation and Positioning Whirlpool Kenmore KitchenAid GE Appliances LG Appliances Frigidaire Maytag

Benchmarking Study

Benchmarking Study Summary

Recommendations for Whirlpool Personalized search method Provide more product pictures Consider login capabilities

Recommendations for KitchenAid Consider lifestyle-based questions Additional information on product innovations Consider moving promotion information

Recommendations for Kenmore Ranking criteria based on price or options Consistent web design with Sears Offer Q & A section on website

Retail Channel Websites

Segmentation and Positioning ABT Electronics Best Buy Costco HH Gregg Home Depot Lowe’s Sears

Benchmarking Study

Benchmarking Study Summary

Selected Recommendations for Lowe’s Zoom and angle product views Expanded product selection tool Improved feature comparison

Selected Recommendations for Sears Organized product specifications Downloadable rebate forms Live customer help

General Recommendations Promote brand with consistent Look Feel Experience Visual Standards Coherent message to consumers