final consulting report. what you will hear today problem definition/project scope - amy...
TRANSCRIPT
Final Consulting Report
What You Will Hear Today
Problem Definition/Project Scope -
Amy
Industry/Competitive Analysis - Ryan
Manufacturers - Christine
Channels – Julie
General Recommendations- Amy
How Whirlpool Measures Up
Home appliances research and the
internet
Does website serve its purpose?
Website=target market?
Channel partners= target market?
Whirlpool vs. Competitors’ websites
Out of Scope
In Scope
Manufacturers & channelswebsite benchmark/SWOT
Ease of customer websitenavigation
Product positioning relative tocompetition/branded impressions
Customer service analysis
Consumer product educationand appropriate content
Recommendations for change improvement
Web design
Companies outside providedmanufacturer & channel list
B2B relations Non-US markets
Product line analysis
Industry and Market Analysis
General Market Characteristics
“White box” appliances are a mature market. Demand has shifted away from mid-priced models.Manufacturer is gaining communication opportunities with their end consumers.Marketing Partnerships exist between manufacturers and retailers.
Supply Chain for New Appliances
A classic “pull” model of demand:
Manufacturer
Independent Distributors
Independent Retailers Chain Retailers
Supply Chain for New Appliances
E-commerce does not significantly affect this channel.
Manufacturer
Independent Distributors
Independent Retailers Chain Retailers Online Retailers
The Major Players
Whirlpool
Maytag
GE
Electrolux
Market Share Breakdown
Whirlpool34%
GE Appliances
29%
Maytag20%
Electrolux17%
WhirlpoolGE AppliancesMaytagElectrolux
Home Appliance Manufacturers
Segmentation and Positioning
WhirlpoolKenmoreKitchenAidGE Appliances
LG AppliancesFrigidaireMaytag
Benchmarking Study
Benchmarking Study Summary
Recommendations for Whirlpool
Personalized search methodProvide more product picturesConsider login capabilities
Recommendations for KitchenAid
Consider lifestyle-based questionsAdditional information on product innovationsConsider moving promotion information
Recommendations for Kenmore
Ranking criteria based on price or optionsConsistent web design with SearsOffer Q & A section on website
Retail Channel Websites
Segmentation and Positioning
ABT ElectronicsBest BuyCostcoHH Gregg
Home DepotLowe’sSears
Benchmarking Study
Benchmarking Study Summary
Selected Recommendations for Lowe’s
Zoom and angle product viewsExpanded product selection tool Improved feature comparison
Selected Recommendations for Sears
Organized product specifications Downloadable rebate forms Live customer help
General Recommendations
Promote brand with consistent Look Feel Experience
Visual StandardsCoherent message to consumers