Today, Electrolux is a worldwide leading company with huge domestic electrical appliance references. The Company followed a smart internationalization strategy process which allowed it to obtain a stronger position in Europe. Moreover, environmental issues have always been very important for Electrolux. Each new generation of appliances they launch is more energy efficient than its predecessor. We will see the international marketing plan of one of Electrolux innovative products, Air Wash. To involve monitoring growth in developed markets, in order to selectively expand operations in specific product categories and to increase sales in emerging markets we have chosen Spain as a test market. Spain seems ready to adopt the product because of the high demand for modern household appliances which is showing strong growth in European markets. So, that is what we see in this paper.
[...] Laundry appliances - Spain Trend The market for clothes-washing products in Spain is well-established and relatively is matured. However it has outperformed other FMCG markets in recent years. Value sales have benefited from the shift towards more concentrated formula, for example, with higher unit prices. The recent dynamism of the market in terms of value, specially while comparing to 2004-2005, is even more relevant when taking into account the growth of own-label, which is increasing its share of value sales and currently takes 28% of the market. [...]
[...] Moreover, environmental issues have always been very important for Electrolux. Every new generation of appliances that they launch are more energy efficient than its predecessor. In order to understand the Electrolux strategy for profitable growth we can take a look at the international marketing plan of one of Electrolux innovative products: Air Wash. To involve monitoring growth in developed markets in order to selectively expand operations in specific product categories and to increase sales in emerging markets we have chosen Spain as a test market. [...]
[...] Due to some weaknesses like the productivity rate and fragile competition with its commercial trade showed an important deficit ( in 2007). Even the 2007's crisis curbed the Spanish growth and its consumption rate, the European funds participated in the Spanish economical dynamism. Foreign exchange market The Spanish trade gap reached an historic record of € billion in 2007, i.e. an increase of in 2006. The imports progressed to and exports were The 2007 energy bill reached to a € billion, i.e. a 15% of the total import amount. [...]
[...] We already know that Spanish spent US$ 76.5 on household and laundry products in 2006, but this was well below UK consumers who spent in excess on US$100 on such items. Gender equalization in home care occasions is the lowest in Spain with males. Spanish males accounted for the lowest proportion of home care occasions. Of all domestic chores, consumers dislike ironing the most, but they are doing it more often. Ironing occasions are becoming shorter in terms of time spend but occur with greater frequency as consumers iron clothes as and when required. [...]
[...] • The company has some 40 million consumers in more than 150 countries • Electrolux is working hard to improve profitability. A competitive production system, innovative products based on consumer insight and a strong global brand is the strategy that will generate long-term margins on a level with the best in the industry. The name Electrolux is found on a large number of our products, satisfying a wide range of consumer and professional needs. Sometimes the name appears on its own, and sometimes it is double-branded with one of our strong local brands. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
