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Whirlpool's Roadmap in China: 2004 (MNC)                                                                                                                                                                                                                                            
Product Ref: 05/251C Company: Whirlpool

Product Type: Case Industry: Consumer Goods

Related Product(s): Teaching Note
Detailing Whirlpool's initial years in China, the case illustrates the problems that a global industry leader can face while entering a new, developing market like China. While it is relatively easy to gain access in the larger cities, there are many barriers associated with establishing a brand presence and gaining a foothold in the lesser developed regions of China. Through this case, students can examine how Whirlpool should reposition itself in China. Specifically, they can investigate whether Whirlpool China should concentrate on selling or sourcing in the future.
Functional Area : Marketing
Strategy & General Management

Issues: Marketing strategy, Developing markets, Barriers to entry, brand management
Length: 19 pages Country: China (People's Rep. of)

Pub. Year: 2005 Level of Difficulty: 1
This product type is available in the following language(s):      English   Simplified Chinese   German
Related Information: N/A
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Case (05/251C) HK$58 / US$7.5
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