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NAFTA vs. EU
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Frigidaire Company Statement of the Problem Frigidaire’s new rollout of their new front-loading washing machine was not going according to plan. Bill Topper, vice president and general manager of the Laundry Products Division was developing serious concerns over Frigidaire’s new product. Although prior market research indicated the market was not eager for a front-loading washing machine, Frigidaire still pushed ahead, hoping to convince consumers that a front-loading washing machine was a good idea. Frigidaire hoped to capitalize on a market that would appreciate the benefits of energy an efficient and environmentally sound front-loading washing machine. Frigidaire was the fourth largest producer of household appliances in the United States. With only 2 percent market share, Frigidaire hoped to use the front-loading washing machine as a differentiation and subsequent competitive advantage within the market. Along with using their own brand, Frigidaire hoped to cut a deal with Sears and build a front-loading washing machine with the Kenmore name. Frigidaire already did this for their top-loading washing machine and felt having Sears selling their Kenmore branded front-loading washing machine would help push sales volumes. Front-loading washing machines had been around since 1945. Heavy sales of front-loading washing machines occurred in Europe, where higher energy costs and the perception of more effective cleaning made the front-loading washing machine more attractive.
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Paper Information
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Title: NAFTA vs. EU
Words: 1072
Rating: None
Pages: 4.3
submitted by: JameeKrug
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