Whirlpool Corporation engages in the manufacture and marketing of home appliance products. The company manufactures products in 11 countries and markets products worldwide. Its geographic segments consist of North America, Latin America, EMEA (Europe, Middle East and Africa) and Asia. Products and Markets The company’s principal products are laundry appliances, refrigerators and freezers, cooking appliances, dishwashers, mixers and other portable household appliances. It also produces hermetic compressors for refrigeration systems. In North America, the company markets and distributes major home appliances and portable appliances under a variety of brand names. In the United States, it markets and distributes products primarily under the Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Roper, Estate, Admiral and Gladiator brand names primarily to retailers, distributors and builders. In Canada, the company markets and distributes major home appliances primarily under the Inglis, Admiral, Whirlpool, Maytag, Jenn-Air, Amana, Roper, Estate and KitchenAid brand names. In Mexico, it markets and distributes major home appliances primarily under the Whirlpool, Maytag, Acros, KitchenAid and Supermatic brand names. The company sells some products to other manufacturers, distributors, and retailers for resale in North America under those manufacturers’ and retailers’ respective brand names. In Latin America, the company markets and distributes major home appliances primarily under the Consul, Brastemp, Whirlpool, KitchenAid, Maytag and Eslabón de Lujo brand names. It manages appliance sales and distribution in Brazil, Argentina, Chile and Peru through a Brazilian subsidiary, and in Bolivia, Paraguay and Uruguay through the company’s distributors. The company manages appliance sales and distribution in the Caribbean, Central American countries, Venezuela, Colombia, Guatemala and Ecuador through a Brazilian subsidiary and through distributors. In EMEA, the company markets and distributes home appliances primarily under the Whirlpool, Bauknecht, Ignis, Maytag, Laden, Polar and Privileg brand names, and major and portable appliances under the KitchenAid brand name. In addition to operations in Western Europe, the company has sales subsidiaries in Russia, Ukraine, Hungary, Poland, the Czech Republic, Slovakia, Romania, Bulgaria, Latvia, Estonia, Lithuania, Croatia, Morocco and Turkey, with representative offices in Kazakhstan, Slovenia, Serbia and Montenegro. The company markets and distributes a line of products under the Whirlpool, KIC and Ignis brand names in South Africa. Its European operations also market and distribute products under the Whirlpool, Bauknecht and Ignis brand names to distributors and dealers in Africa and the Middle East. In Asia, the company has organized the marketing and distribution of major home appliances into five operating groups: mainland China; Hong Kong and Taiwan; India, which includes Bangladesh, Sri Lanka, Nepal and Pakistan; Oceania, which includes Australia, New Zealand and Pacific Islands; and Southeast Asia, which includes Thailand, Singapore, Malaysia, Indonesia, Vietnam, the Philippines, Korea, Myanmar and Japan. The company markets and distributes products in Asia primarily under the Whirlpool, Maytag, KitchenAid, Amana and Jenn-Air brand names through a combination of direct sales to appliance retailers and chain stores and full-service distributors to a large network of retail stores. Trademarks, Licenses and Patents Whirlpool is the owner of various trademarks in the United States and foreign countries. The major trademarks to North America are Whirlpool, Maytag, Jenn-Air, KitchenAid, Amana, and Acros. Its main trademarks to EMEA are Whirlpool, Bauknecht and Ignis. In Latin America, the major trademarks are Consul, Brastemp, Whirlpool and KitchenAid. The main trademark to Asia is Whirlpool. Research and Development The company’s expenditures for research and development relating to new and innovative products and the improvement of existing products were approximately $553 million in 2012. Competition The company’s competitors such as Bosch Siemens, Electrolux, General Electric, Panasonic, Haier, Kenmore, LG, Mabe, and Samsung. History Whirlpool Corporation was founded in 1906.
whirlpool corp (WHR:New York)
2000 North M-63
Benton Harbor, MI 49022-2692
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