International marketing plan: setting up Airwash (Electrolux) in Spain

Résumé du document

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.

Extraits

[...] But in targeting an active urban country as Spain, Sweden and Electrolux Company precisely, could considerably expand its network. It could be interesting to cooperate with a large number of corners in the well-known El Corte Ingles chain of department stores and developing the business to stick on the Spanish consumption trends. Symbol of technology know how and security, Sweden as Electrolux advocates the perpetual questioning and became a real catalyst in the strategy of intensification for the development in the international in the point to become one of the most important control levers of growth in Europe through its future setting-up. [...]

[...] Home Spain laundry appliance Trend The market for clothes-washing products in Spain is well-established and relatively mature. However it has outperformed other FMCG markets in recent years. Value sales have benefited from the shift towards more concentrated formulae, for example, with higher unit prices. The recent dynamism of the market in value terms, specially compared 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. [...]

[...] Bibliography www.electrolux.com www.laundrysystems.electrolux.fr www.dexigner.com/design_news www.euromonitor.com www.ubifrance.fr www.cia.gov www.icex.es www.researchandmarkets.com/reports www.doingbusiness.org www.oficinascomerciales.es United Nations, Population division, World Population Porspects: The 2006 revision population database. Trends in Europe and North America, The statistical yearbook of the Economic Commission for Europe 2003, UNECE. Association Nationale des Grandes Entreprises de Distribution (ANGED) ICEX.es www.icex.es www.electrolux.com www.cia.gov/library/publications www.electrolux.com / reports www.electrolux.com FMI - World Economic Outlook Database. [...]

[...] The Electrolux current position. The Group's position as an environmental leader is based on launching products that consume less water and energy than previous product generations. The new products launched by Electrolux have all been generated by the Group's process for consumer-oriented product development. This increases the probability that these products will receive good market acceptance. New products are also being aimed to a greater extent than previously at consumers in the premium segment, which gives the Group an improved product mix. [...]

[...] The largest global market share is for front-loaded washers. Electrolux is a leading producer of washers and dryers that feature low consumption of energy and water. The Group has also developed and launched a number of innovative washers and dryers that simplify and improve the laundry process. Depending on country and household conditions, laundry products are installed in the laundry room, the bathroom or the kitchen. Electrolux therefore offers a number of different options, including compact solutions for bathrooms and built-in units for kitchens. [...]