Frigidaire Appliance - Marketing Strategy

The major appliance market is a very competitive environment. Frigidaire has four major competitors in the United States: Whirlpool, General Electric, Maytag and Amana. These manufacturers produce the products that would be competing with the front load washing machine. These products would include traditional top loading or vertical axis machines. In addition, Maytag and Amana has announced plans to introduce their own versions of horizontal machines, although Maytag's was not expected to be front loading. Whirlpool is also developing a new generation washing machine "that is rumored to be neither traditional vertical nor horizontal axis" and GE has just released a new, updated version of the vertical axis machine. All of these machines would also comprise the set of competitive products that would serve their target market.…