Electrolux Case Analysis

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Electrolux Case

Introduction * In 1912, Electrolux produced the first household vacuum cleaner known as the Lux 1 and in 1925, Electrolux entered the refrigerator market. * In 19151 first household washing machine and 1959 first household dishwasher was introduced. * Acquired over 300 companies from various countries and in 1997, Electrolux began restructuring program to improve its bottom line. * After success in the European markets, Electrolux appliances were introduced in North America in 2004 and Hans Straberg was appointed President and CEO in 2002. * Electrolux is worlds second largest appliance maker behind Whirlpool, 50,000 employees in over 50 countries

Product Offerings & Brands * Sells consumer durables (kitchen products, laundry products, floor care products) and professional products (food service equipment, laundry equipment) which are 40 million products in 150 countries. * Through its acquisition strategy in 1980s and 1990s, Electrolux has acquired different brands in global markets with various brands with half of the 40 million products sold under the global Electrolux brand.

Strategic Direction * Principle is to offer products and services that consumers prefer, they benefit both the people and the environment which consumers are willing to pay a h9gher price for. * In the premium market category of household appliances * Consumer driven company with the “Thinking of You” slogan shows that they place importance on focusing on customer needs. * Vision of the company coincides with vision of its founding father 90 years ago that said every home should have a vacuum cleaner and the vision is to surpass Whirlpool and become the world s largest manufacturer of household appliances. Vision illustrated with N America marketing campaign featuring Kelly Ripa with tag line “be even more amazing.”…...

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