Final project of 2022

Spandan nayak
PGDM-5
2022-2005-0001-0029

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 Executive Summary

• Consistent track record of value creation

• Last 2 years impacted by Covid

• Clear Strategic roadmap in place to deliver profitable

growth

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 What is a consumer durable?

• Consumer durable are the products whose life expectancy is at least 3

years. These products are hard goods that cannot be used up at once.

White goods Kitchen appliance/brown Consumer electronics

Refrigerator Grinder Mobile phones
Washing machine Microwave ovens Televisions
Air conditioner Irons MP3 players
Speaker Electronics fans DVD PLAYERS
Audio equipment Cooking range chimneys VCD players

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 SWOT Analysis

Strengths Weaknesses

• The consumer
durables sector has
• Lack of capabilities
been experiencing
to influence the
a blast.
early adopters
• The strong industry
• High prices
in India is on a
steeply rising bend.

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 SWOT Analysis

Opportunities Threats

• Lifestyle
• Grabbing the • Increase
market share Competition
• Emerging home • New technology
appliances sector

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 Company Founded & Founder Details

• The Amana Corporation is an American brand of

household appliances.

• It was founded in 1934 by George Foerster as The

Electrical Equipment Co. in Middle Amana, Iowa.

• The business was later owned by the Amana Society and

became known as Amana Refrigeration.

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 History of company

• 1908: The first Automatic washer was launched to the public in late 1908, In 1911 was
renamed Upton Machine Company.

• 1957: The Company was rechristened as ' The Whirlpool Corporation.'

• 1958: The Company moved out of the country and invested in Brazilian appliances.

• 1987: Whirlpool tied up with Sundaram Clayton Ltd. Of India to form Whirlpool Ltd.

• 1993: Whirlpool became the No. I brand in the UK, Ireland, Netherlands, and Belgium.

• 1996: Whirlpool Washing Machines Ltd. and Kelvinator India Ltd. merged to Whirlpool
of India Ltd

• 1999: Whirlpool of India crossed the milestone of I million sales of appliances.

• 2006: Whirlpool Corporation acquires Maytag and becomes the World’s largest white
goods company.

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 SWOT Analysis of the Company
STRENGTH WEAKNESS

 large experienced executive team.

 Reducing market share
 market leader
 Reducing profit
 Large market share
 Resignation of senior executive
 Big brand name
 Lack of strategy
 Global operating platform
 Best Atrade position

OPPORTUNITY THREATS

 LG, Samsung, and other companies

 To arrange capital
are most competitors
 Providing attractive schemes
 regain leadership from LG.  Reducing market share.
 AC and Microwave categories are  Distributors getting angry and
larger and fast-going categories leaving the network.
 Growing Asian market
 Increase raw material cost
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STP

SEGMENTS:
• Demographic- income, occupation high
• Geographic- teir1, tier 2 cities
• Psychological- a lifestyle of people, personality
• Behavioral- benefits sought

TARGETING:
Upper-class segment consumers who are more concerned about lifestyle.
Product- A consumer who wants a quality product at the best price
Now ITSA also targets to middle-class segment and wants to mass-market share.

POSITION:
The tagline “WORK GLOBALLY, ACT LOCALLY”
The world’s most recognized appliance brand distribution.

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 MARKETING MIX

Product:
• Aesthetics (looks, color) are major considerations while purchasing Refrigerators so a wide range of
colors should be available.
• After Sales Service is the main attribute being looked at while purchasing the product.

Price:
• All customers look for Value for Money. Most people are price-conscious while purchasing the
product.
• Low price also acts as a social barrier as people consider the low price. The refrigerator as a
low-quality product.

Place:
• The location of showrooms is not the most sought criteria in the purchase Decision.
• Since India is very rich in its customs and traditions, a number of festivals are celebrated
throughout the year.

Promotion
• Focusing on the promotion element of the four PS.
• good communication is the key to effective marketing.
• People were made aware about the complimentary gifts were given to grab their interest.
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 SWOT Analysis of the Amana
STRENGTH WEAKNESS

• Strong track record of project management

• Sustainable margins compare to other players • High operating costs
in the Sales & Marketing industry
• Ability to respond to the
• Effective Research and Development (R&D)
competition.
• Innovation-driven organization
• Products dominated business model
• Analytics focus
• Cross-disciplinary teams

OPPORTUNITY THREATS
• High operating costs
• Ability to respond to the competition • High dependence on third-party
• Products dominated business model suppliers
• Remote work and new talent hiring
opportunities
• Barriers to entry lowering
• Manufacturing automation • Technology acceleration in Forth
• Better consumer reach Industrial Revolution
• Leveraging digital technologies 11
Product Life Cycle

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 Value Chain Analysis

Step 1 -R&D

Step 2-Design

Step 3-Marketing

Step 4-Manufacturing

Step 5&6-Ship & Distribute

Step 7-Sell

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Finance

Whirlpool Amana

Balance sheet

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Profit and Loss
Of Whirlpool

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Human Resources

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 RECRUITMENT & SELECTION PROCESS OF WHIRLPOOL

Recruitment is the process of discovering competent employees out of available candidates in the market who are
suitable for the job and according to the organizational requirements.
The recruitment process of Whirlpool Housing is as follows:
1. Manpower planning
2. Recruitment strategy
3. Source of recruitment
4. Implementation of recruitment

There are 2 types of recruitment followed by Whirlpool: Internal & External

Internal recruitment is as follows:
Promotion, transfer, deputation, job rotation, rehiring, employee retention
External recruitment is as follows:
Campus placement, E-recruitment, Social media recruitment, Professional media recruitment, Advertisement, HR
consultancy, Walk-ins
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 Onboarding formalities and documents required for joining 

• Experience Certificate
• Letter of latest appraisal/salary revision with the last employer
• Salary Slips or Bank Statements
• Highest Qualification Degree
• Other Educational Degrees( 10th/12th/Graduation)

• Copy of PAN card

• Copy of Aadhar Card
• Resignation Acceptance Mail
• Cancelled Cheque
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Background Verification process

The candidate engagement process of the organization 

Candidate engagement is the practice of building

relationships with candidates across every single touchpoint
throughout the recruitment journey. This encompasses
everything from employer branding through to application
and assessment, job offer, onboarding, and beyond. In short,
it’s every communication a person experiences while looking
to get a job with a particular employer - and this starts before
any application is made

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The method of TNA in the organization.
Training needs analysis consists of 3 parts –
1. Organisational analysis
2. Task analysis
3. Individual Analysis
 Training Schedule:
Place: Whirlpool office
Duration: 3 hours
 Trainer and Trainee’s personal
Trainer – diploma in MBA
Trainee - 10+2 passed, graduate and diploma in banking
 Lesson plan of Training Program

Telephonic skills- outbound and communications

Generate customer interest and follow through

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Selling and Services to call
Suitable training methods for the employees based on competencies and JD, Why

 What kind of training is required.

 Generate the actual situation through survey, feedback, interview, secondary data,
observation, and workshop.
Training need= Desired Capability - Current Capability of Participant.
Methods:
To know the employee’s knowledge and skills some methods are commonly followed-
 Survey.
 Personal Observation.
 Personal Interview.
 The five-step of the ADDIE Model is-
1. Analyse
2. Design
3. Development
4. Implement
5. Evaluation 21
Training calendar 

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GOAL SHEET

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Key Result Area (KRA)

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The employee benefits of the organization

 Salary Structure

 Contributory Provident Fund

 Lease Facility

 Medical Benefits

 Home Travel Concession / Leave Fare Concession

 Concessional rate of interest for loans

 Furniture Allowance

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The statutory benefits that the company follows :

 Statutory benefits include Employees' Provident Fund; Employees' State Insurance

Scheme; statutory leaves; Gratuity; and Maternity Leave.

Group Medical Insurance

Statutory benefits include Employees' Provident Fund; Employees' State Insurance

Scheme; statutory leaves; Gratuity; and Maternity Leave.

 Group Medical plan covers

 Group Personal Accident Insurance

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 Group Term Life Insurance
The HRIS Software tool used in the organization 
Automatic employee profile synchronization.

Up-to-the-minute employee attendance.

Contextual employee directory updates.

Integrated leave management.

The other suitable HRIS Software tools that are applicable to the company

Natchez: 

Gusto

Rippling

ADP, LLC

Workday HCM

Paychex 27
COMNCLUSION

In this present world and in this emerging scenario of business whirlpool has

exactly aimed at the aspects which it has to be. “Through increased speed to

market and international project teams, we’re changing the way we do

business.”

Within this study, four relational characteristics were examined. In addition,

analyses were conducted for a multitude of other contingency factors that are

not included in the present study. Overall, however, no conclusive moderations

were identified. Nevertheless, it may be assumed that customer diversity still

has moderating effects on the information on customer loyalty. 28