Elaborative SWOT Analysis of Whirlpool

Updated on: Aug 18, 2021
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

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Whirlpool Corporation is a worldwide producer and marketer of home appliances based in the United States. They are pleased to be the world’s leading kitchen and laundry appliance brand since life at home has always been at the heart of their business.

Their home appliances are created with the appropriate technology and innovations to assist families in receiving the care they require. 

To better understand the reasons for continuous growth, we should understand the SWOT analysis of Whirlpool, which is required for any business to survive and thrive in the market.

In this case study, we will learn about the SWOT Analysis of Whirlpool and its background. So, let’s get started.


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About Whirlpool

SWOT Analysis of Whirlpool - Whirlpool brand logo | IIDE

Whirlpool Corporation was founded in 1911 as a small business in Benton Harbor, Michigan, U.S. The Fortune 500 corporation has around $21 billion in yearly revenue, 92,000 employees, and over 70 manufacturing and technological development facilities across the world.

Its flagship brand has been at the forefront of innovation for more than 100 years, from developing the first automatic washing machine in 1948 to earn more than 20 Innovation Awards.

Whirlpool, like every homemaker, believes in the importance of making each day count. They believe that happiness comes from exceeding one’s expectations in everyday chores.

They also believe that cutting-edge technology should always deliver superior results. Isn’t that what technology is all about: exceeding expectations and leaving you with a sense of delight? 

SWOT Analysis of Whirlpool - Whirlpool products | IIDE

They create their home appliances using technology that is intelligent, intuitive, and innovative. That’s what they believe in and what they’ve committed to delivering.


Now that we’ve covered the company’s fundamentals, let’s look at the SWOT analysis of Whirlpool in the section below.


SWOT Analysis of Whirlpool


A SWOT analysis is used to evaluate the strengths, weaknesses, opportunities, and threats of a company. Its primary goal is to help organizations gain a comprehensive understanding of all the factors that influence business decisions.

It’s an excellent tool for determining where the firm thrives and where it falters, designing countermeasures, and determining how the organization may expand.

In the part below, we’ll look at the SWOT analysis of Whirlpool.


1. Strengths of Whirlpool 

Strengths are an organization’s distinguishing qualities that provide it with a competitive advantage in acquiring more market share, attracting more customers, and maximizing profitability.


  • Excellent product portfolio: Whirlpool is one of the major producers of home appliances and consumer electronics, with a diverse product portfolio. Whirlpool’s product line includes washing machines, refrigerators, air conditioners, and a variety of other items. Its portfolio includes a diverse range of products.
  • Top Major Appliances Manufacturer: Whirlpool, one of the most well-known major appliance manufacturers, is represented in the majority of large and domestic appliances. Forbes ranks it 199th among the top global corporations in all areas.
  • Production Advantage: Whirlpool has manufacturing centres in 61 locations across the world. The factories are noted for their efficient operations and high productivity. As a result, Whirlpool is able to readily meet market demand for its products.
  • Dominant in Washing Machines: Whirlpool has a clear market leadership position in washing machines, outperforming all the other brands.
  • Availability: Whirlpool is present in the United States, the United Kingdom, Europe, the Middle East, Africa, Asia, and at least 100 other countries. The company’s excellent presence has contributed to the brand’s significant revenue.


2. Weaknesses of Whirlpool

A company’s or brand’s weaknesses are elements that need to be improved. So let’s take a look at some of Whirlpool’s biggest flaws:


  • Total revenue stagnation: The fact that Whirlpool’s total revenue remains stagnant is a huge flaw. Whirlpool’s stock has fluctuated over the years, but it has remained stable at roughly $21 billion in revenue. This indicates that the company is not expanding and is losing market share to rivals.
  • Market Follower: Whirlpool is known for being a market follower rather than an innovator because most of its products are extensions of existing product lines rather than anything completely innovative.
  • Lack of Differentiation: The consumer electronics sector is saturated with brands that clone each other’s products, and there is nothing that can be done to differentiate between them. Whirlpool, too, is lacking in distinctiveness.
  • Dependency: The corporation is heavily reliant on the US market, as well as some Asian regions. As a result, it loses market share to other brands in other countries, as well as revenue opportunities.



3. Opportunities for Whirlpool

Opportunities are places where a company might concentrate its efforts in order to enhance results, sales, and, eventually, profit. So, let’s have a look at what type of opportunities Whirlpool has to produce outstanding achievements.


  • Increase the depth of product portfolio: One of the potentials for Whirlpool is to increase the depth of its product portfolio. It will be able to sell additional things to its already large consumer base.
  • Emerging markets: Whirlpool has the opportunity to focus on developing and emerging markets, particularly in Africa and Asia. These expanding markets can assist Whirlpool in establishing its brand in a new area, hence increasing revenue.
  • Introducing Small Appliances: Whirlpool is well recognized for its large appliances and household appliances. However, there are a number of small appliances that are not included in Whirlpool’s product line. LG has already done this, and Whirlpool can do the same to broaden its intended consumer base and provide additional items under its brand.
  • E-commerce: There has been a new trend in the e-commerce industry, with an increase in sales. As a result, an increasing number of people are shopping online. Whirlpool too can make profits by setting up online businesses.


4. Threats to Whirlpool

The last factor under the SWOT analysis of Whirpool is its potential threats. These are environmental factors that can inhibit a company’s expansion. The following are some of Whirlpool’s threats:


  • Mature markets: The United States and other Asian markets are mature markets with many brands present and well-established. As a result, establishing a presence in these areas is becoming increasingly challenging.
  • Intense Competition: The severe rivalry in this industry is a big issue for Whirlpool. As a result, rival brands are stealing market share from Whirlpool, and revenue is stagnating. The competition will not subside in the near future. As a result, Whirlpool must consider other income and profit-generating opportunities.
  • Dropping margins: Dropping margins pose a serious threat to Whirlpool because they directly jeopardize the company’s expansion and survival.


Now that we’ve thoroughly explored the SWOT analysis of Whirlpool, let’s wrap up the case study in the section below.


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Whirlpool Corporation is dedicated to being the best global kitchen and laundry company, always striving to improve people’s lives at home. In an increasingly digital world, the company’s iconic brand portfolio, which includes Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, JennAir, Indesit, and Yummly, is driving purposeful innovation to meet the evolving needs of consumers. 

Please share your thoughts on this case study in the comments section below. Thank you for taking the time to read this SWOT analysis of Whirlpool, and if you found it interesting do check out our SWOT Analysis on Hero Motocorp.



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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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