Marketing Microwave Ovens to a New Market Segment
Case Study – Marketing Microwave Ovens to a New Market Segment
Table of Contents
Executive Summary ................................................................................................................... 3
Statement of the Problem ........................................................................................................... 3
Situation Analysis ...................................................................................................................... 5
Strategy and Evaluations ............................................................................................................ 6
Recommendations and Contingencies...................................................................................... 10
2
Executive Summary
White Appliances is an international company that specializes in manufacturing and marketing appliances globally. The company is well known for their line of microwaves.
Whereas most of their products are manufactured in the U.S and while most of the appliances are exported to the U.S and the European market, White Appliances also markets several high-end models in India where they face some issues in trying to penetrate the market.
Moreover, the demand for microwave ovens has gradually increased in the past couple of years. Subsequently White Appliances had to come to a conclusion that in addition to the market of their high-end models, they must introduce new microwave ovens at all price levels in order to target the total amount of households in India. By evaluating the problems such as the culture differences between the west and the east or whether it is the consumer's limited knowledge towards the household appliance, we determined the different strategies and alternatives to tackle such issues.
Statement of the Problem
The case study focuses on the challenges of the Indian kitchen appliances market for microwaves. Before the liberalization of the Indian economy, only a
Table of Contents
Executive Summary ................................................................................................................... 3
Statement of the Problem ........................................................................................................... 3
Situation Analysis ...................................................................................................................... 5
Strategy and Evaluations ............................................................................................................ 6
Recommendations and Contingencies...................................................................................... 10
2
Executive Summary
White Appliances is an international company that specializes in manufacturing and marketing appliances globally. The company is well known for their line of microwaves.
Whereas most of their products are manufactured in the U.S and while most of the appliances are exported to the U.S and the European market, White Appliances also markets several high-end models in India where they face some issues in trying to penetrate the market.
Moreover, the demand for microwave ovens has gradually increased in the past couple of years. Subsequently White Appliances had to come to a conclusion that in addition to the market of their high-end models, they must introduce new microwave ovens at all price levels in order to target the total amount of households in India. By evaluating the problems such as the culture differences between the west and the east or whether it is the consumer's limited knowledge towards the household appliance, we determined the different strategies and alternatives to tackle such issues.
Statement of the Problem
The case study focuses on the challenges of the Indian kitchen appliances market for microwaves. Before the liberalization of the Indian economy, only a