01-09-2012, 03:53 PM
A MARKET Survey ON CONSUMER USAGE AND SATISFACTION REGARDING WHIRLPOOL REFRIGERATOR IN CHINNAMANUR TOWN
WHIRLPOOL PROJECT FINAL.doc (Size: 995.5 KB / Downloads: 43)
INTRODUCTION
Today’s business environment demands that every businessman possess a wide range of knowledge, skills and competencies as well as sound understanding of management processes and functions. Managers need to be able to make best use of their time and talents and of other people’s, and to work with and through others to achieve corporate objectives. They also need to demonstrate a full understanding a full understanding of business environment and of their organization’s key resources. Its people, finance and information amongst these key resources, the people factor is considered to be the most valuable asset for any organization. These people i.e. employees of the organization are the internal customers of that organization who are as important as the external customers.
Earlier business was conducted with a sole objective of earning profits. But now due to intense competition and changing market trends the focus of the organizations has shifted to customer satisfaction; satisfaction of both internal and external customers. External customers can be satisfied by providing them what they want in a product.
COMPANY PROFILE
The parent company(whirlpool corporation) is headquartered at Benton Harbor,Michigan,USA with a global presence in over 170 countries and manufacturing operation in 13 countries with 11 major brand names such as Whirlpool,kitchenAid,Roper,Estate,Bauknecht,laden and Ignis. The company boasts of resources and capabilities beyond achievable feat of any other in the industry.
Whirlpool Corporation (NYSE:WHR) is fortune 500 company and a global manufacturer and marketer of major home appliances, with annual sales of approximately S18 billion more than 73,000 employees, and more than 70 manufacturing and technology research centers around the world. After acquiring the may Tag Corporation on March 31, 2006, Whirlpool Corporation became the largest home appliance maker in the world.
Whirlpool initiated its international expansion in 1958 by entering brazil.however; it emerged as truly global leader in the 1980’s.
This encouraging trend brought the company to India in the last 1980s.it forayed into the market under a joint venture with TVS group and established the first whirlpool manufacturing facility in Pondicherry.Soon whirlpool acquired kelvinator India limited in 1995 and marked an entry into Indian refrigerator as well.
The same year also saw acquisitions were merged to create Indian subcontinent to washing machines, refrigerator, microwave ovens and air conditioners.Today, whirlpool is the most recognized brand in home appliances in India and holds a market share of over 25%.
RESEARCH METHODOLOGY
The essential purpose of marketing research is to provide information, which will facilitate the identification of an opportunity or problem situation and managing the best possible decision when such situations are encountered.
Research methodology is a basic plan, which guides the data collections and analysis phases of the research project. It is a framework, which specifies the type course of the data and the data collection periods
CONCLUSION
Nearly five years ago,Whirlpool corporation set out on a course to reach the homes and hearts of customers around the globe. By listening intensely to their customers , understanding their needs and desires , and creating innovative solutions that meet and exceed those needs,Whirlpool’s organizations worldwide are building unmatched levels of customer loyalty to the brands.