Frigidaire Appliance - MArketing Strategy

The major appliance market is a very competitive environment. Frigidaire has four major competitors in the United States: Whirlpool, General Electric, Maytag and Amana. These manufacturers draw the products that would be competing with the front load washing machine. These products would include traditionalistic top payload or vertical axis machines. In addition, Maytag and Amana has announced plans to introduce their own versions of horizontal machines, although Maytags was not judge to be front loading. Whirlpool is withal developing a new generation washing machine that is rumored to be uncomplete traditional vertical nor horizontal axis and GE has scantily released a new, updated version of the vertical axis machine. All of these machines would also comprise the set of competitive products that would serve their sucker market.

For the tar arrive market that Frigidaire has identified for their front loading machines (upscale, affluent hit and couples) the set of the major determinant attributes that define this product shoes are: features (fashion, performance), benefits (space savings), price/quality, comparison, and proenvironment.

Information collected from a sample of customers and potential customers about perceptions of the product on the determinant attributes showed the following:

1.Features (fashion, performance) - A 1993 Market Research concentrate on the front loading washer indicated consumer concerns about water leakage, cleaning performance and the hassle of loading and unloading the washer.

2.Benefits (space savings) - A 1993 Market Research Focus on the front loading washer indicated consumer concerns about the smooth load capacities.

3.Comparison - A 1993 Market Research Focus on the front loading washer indicated consumer brand loyalty to live washing technologies.

4.Price/quality - A marketing study through with(p) by Frigidaires market research department showed consumer interest in the washer decreased significantly until the price was reduced to $599 or less. Even with a pricing incentive, 35% of the consumers...

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