Read and analyze the cast study that is assigned. Provide a background of the study as your introduction. Repeat each question as your main headings as you answer each part completely. Utilize at least one course reference and two outside references to support your statements. All writing assignments must follow APA guidelines, such as: headings/sub-headings, referencing, quoting, paraphrasing, writing style and formatting. If help is needed in this area16
Giving ERP a Spin
Whirlpool Corporation is one of the world
s leading manufacturers and marketers of
major home appliances. The company has principal manufacturing operations and mar-
keting activities in North and South America, Europe and Asia. Whirlpool
KitchenAid, Roper, Bauknecht, Ignis, Brastemp, Consul and its global
are marketed in more than 170 countries worldwide. In North
America, Whirlpool is the largest supplier of major appliances to Sears, under the
Kenmore brand. This accounts for nearly 20% of Whirlpool
s sales. Whirlpool, which
manufactures its products in 13 countries, makes about 25% of its sales in Europe and
is concentrating on emerging markets in Asia and Latin America.
Regional Operations Summary
North America Whirlpool operations in the United States, Canada and Mexico
together form the North American Region. The combined operations work with a uni-
fied strategy for manufacturing and marketing appliances in the three countries.
Latin America Whirlpool includes Central and South America and the Caribbean.
The Latin American Appliance Group of Whirlpool and its affiliates have the largest
market share and one-third of the manufacturing capacity of the region. The Latin
American home appliance market is expected to expand more rapidly than either
North America or Europe.
Asia Whirlpool has been exporting home appliances to Asia for over 30 years. From
1993 to 1995, Whirlpool moved aggressively to increase its presence throughout the
region by establishing marketing and manufacturing joint ventures. In Asia, Whirlpool
focuses on four key products: clothes washers, refrigerators, air conditioners and micro-
wave ovens. Today, the company enjoys the number one position among non-Asian
competitors in the region.
With a staff of approximately 11,000 and eleven factories in six countries, Whirlpool
Europe ranks as the third-largest producer and marketer in Western Europe. It com-
mands the leading position in Central and Eastern Europe, and is growing steadily in
the Middle East and Africa. A strong focus on the needs of customers in each of
s various markets, combined with a coordinated, pan-European approach to
many common operations and activities, provides Whirlpool Europe with a strong foun-
dation to build for the future.
1. © Helen LaVan, PhD, Dept. of Management, DePaul University, Chicago, IL. Used with permission.
This question was answered on: May 23, 2022
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