Whirlpool Corporation SWOT and PESTLE Analysis

Strength

1. Leading appliance manufacturer with strong global footprint: Founded in 1911, Whirlpool Corporation is known as the leading major appliance manufacturer in the world. Currently, it holds the topmost position in terms of having the largest share in six of its ten largest countries with respect to revenues. As of 2019, Whirlpool recorded annual sales of approximately $20 billion, employee base of 77,000 and 59 manufacturing and technology research centres. With manufacturing locations in 13 countries around the world, Whirlpool markets products in nearly every country around the world. Moreover, the company has gained worldwide recognition for its achievements in different kinds of business and social efforts. Whirlpool has defined its operating segments into four different categories on the basis of geographies, consisting of North America, Europe, Middle East and Africa, Latin America and Asia.

2. Strong portfolio of well-known brands: Whirlpool Corporation has a very strong and broad portfolio of well-respected and known brands including Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, JennAir, Indesit and other major brand names. Out of them, six brands contribute to the net sales by more than $1 billion, with presence across nearly every country in the world. The breadth of the portfolio allows Whirlpool to target multiple consumer segments by positioning these desirable brands. The net sales are mostly led by the global brands, Whirlpool and KitchenAid, with Whirlpool being one of the most trusted brands delivering daily innovative care and KitchenAid offering a combination of innovation and design kitchenware. Apart from global, the regional and local brands include Maytag, Brastemp, Consul, Hotpoint*, Indesit, and Bauknecht, which increase the depth and breadth of appliance offerings alongside adding a personalized touch.

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Weakness

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Opportunity

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Threats

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Political

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Economic

1. Impact of the steel and aluminum tariff imposition in the US: When Trump ascended as the President of the US, one of the most impactful decisions made was the imposition of various tariffs, which affected a lot of manufacturers by decreasing their margins. The tariffs on imported washing machines had acted as a catalyst for the Whirlpool Corporation, but when the steel and aluminum tariff came into picture, the prices of the raw materials skyrocketed. It was estimated that the steel prices in the US were 60% higher compared to the rest of the world. In 2018, the profit margins of Whirlpool got squeezed and the costs spiraled by 350 million dollars. This move by the US government led manufacturers like Whirlpool, LG and Samsung, to increase prices of their products, which was later estimated to be 20% in comparison to the previous year, which further dampened customer enthusiasm for new purchases.

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Social

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Technological

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Legal

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Environmental

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