7 Summary Whirlpool Coporation’s Global Strategy


Introduction case
1989 Ambitious global expansion emerged:
• Objective: becoming the world market leader in home appliances.
• Purchase of a majority stake in an appliance company owned by Philips.
• Purchased a majority stake in an Indian firm.
• Established four joint ventures in China.
• Made new investments in its Latin America operations.

1990 Serious problems emerged in the international operations:
• 1995 European profit fell by 50 percent.
• 1996 Reported $13 million loss in Europe.
• 1996 Whirlpool lost $70 million in Asia.
• 1997 Lost $62 million in Asia.
• 1997/1998 Victim of spiraling interest rates in Brazil.
• 1998 Appliance sales in Brazil plummeted by 25%.
• 1999 Third straight year of declining sales in Brazil.

1997 In response to these problems, Whirlpool began a global restructuring effort:
• Announced that it would cut 10 percent of its global workforce over the......

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Title: Summary Whirlpool Coporation's Global Strategy
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