establishing a presence in global markets 1

Resources:

  • Global Marketing, Ch. 6

Read Case 6-2 Research Helps Whirlpool Keep Its Cool at Home, Act Local in Emerging Markets on page 207.

Write a 700- to 1,050-word paper in which you provide detailed answers to the following discussion questions at the end of the case study:

  • Describe Whirlpool’s global marketing strategy. Does Whirlpool use an extension product strategy or an adaptation product strategy?
  • What is the primary reason people buy and own major appliances such as a washing machine? Is there a secondary reason as well?
  • What are the key lessons to be learned from Whirlpool’s experience in emerging markets?

Utilize outside source material to support your ideas and include analytical data specific to this study.

Cite at least three outside references in addition to your textbook.

Format your paper consistent with APA guidelines.

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