final consulting report. what you will hear today problem definition/project scope - amy...
TRANSCRIPT
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Final Consulting Report
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What You Will Hear Today
Problem Definition/Project Scope -
Amy
Industry/Competitive Analysis - Ryan
Manufacturers - Christine
Channels – Julie
General Recommendations- Amy
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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
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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
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Industry and Market Analysis
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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.
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Supply Chain for New Appliances
A classic “pull” model of demand:
Manufacturer
Independent Distributors
Independent Retailers Chain Retailers
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Supply Chain for New Appliances
E-commerce does not significantly affect this channel.
Manufacturer
Independent Distributors
Independent Retailers Chain Retailers Online Retailers
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The Major Players
Whirlpool
Maytag
GE
Electrolux
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Market Share Breakdown
Whirlpool34%
GE Appliances
29%
Maytag20%
Electrolux17%
WhirlpoolGE AppliancesMaytagElectrolux
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Home Appliance Manufacturers
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Segmentation and Positioning
WhirlpoolKenmoreKitchenAidGE Appliances
LG AppliancesFrigidaireMaytag
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Benchmarking Study
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Benchmarking Study Summary
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Recommendations for Whirlpool
Personalized search methodProvide more product picturesConsider login capabilities
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Recommendations for KitchenAid
Consider lifestyle-based questionsAdditional information on product innovationsConsider moving promotion information
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Recommendations for Kenmore
Ranking criteria based on price or optionsConsistent web design with SearsOffer Q & A section on website
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Retail Channel Websites
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Segmentation and Positioning
ABT ElectronicsBest BuyCostcoHH Gregg
Home DepotLowe’sSears
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Benchmarking Study
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Benchmarking Study Summary
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Selected Recommendations for Lowe’s
Zoom and angle product viewsExpanded product selection tool Improved feature comparison
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Selected Recommendations for Sears
Organized product specifications Downloadable rebate forms Live customer help
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General Recommendations
Promote brand with consistent Look Feel Experience
Visual StandardsCoherent message to consumers
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