Whirlpool Corporation operates as a manufacturer and marketer of major home appliances and related products worldwide. The company manufactures products in 14 countries and markets products in every country worldwide. Its segments consist of North America, Latin America, EMEA (Europe, the Middle East and Africa), and Asia. Products and Regions 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 various brand names. In the United States, it markets and distributes products primarily under the Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Roper, Admiral, Affresh, 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, the company 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 its major and small home appliances primarily under the Consul, Brastemp, Whirlpool, and KitchenAid brand names. It manages sales and distribution through its local entities in Brazil, Argentina, Chile, Peru, Ecuador, Colombia, and Guatemala. The company also serves the countries of Bolivia, Paraguay, Uruguay, Venezuela, the Caribbean, and Central America countries, where it manages appliances sales and distribution through its accredited distributors. In EMEA, the company markets and distributes its major home appliances primarily under the Whirlpool, Bauknecht, Ignis, Maytag, Laden, Indesit, Hotpoint (Whirlpool ownership of the Hotpoint brand in EMEA and the Asia Pacific regions is not affiliated with the Hotpoint brand sold in the Americas), Hotpoint-Ariston, and Privileg brand names; and major and portable appliances under the KitchenAid brand name. In addition to its operations in Western and Eastern Europe, Turkey, and Russia, the company has sales subsidiaries in Morocco and Dubai. 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. The company owns Indesit Company S.p.A. In Asia, the company has organized the marketing and distribution of its major home appliances into five operating groups, such as 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 its products in Asia primarily under the Whirlpool, Maytag, KitchenAid, Amana, Bauknecht, Jenn-Air, and Diqua brand names through a combination of direct sales to appliance retailers and chain stores, and through full-service distributors to a large network of retail stores. With the acquisition of Whirlpool China Co., Ltd., the company’s operations in China have expanded distribution to approximately 30,000 distribution points. Trademarks, Licenses, and Patents The important trademarks to North America are Whirlpool, Maytag, Jenn-Air, KitchenAid, Amana and Acros. The important trademarks to Latin America are Consul, Brastemp, Whirlpool and KitchenAid. The important trademarks to EMEA are Whirlpool, KitchenAid, Bauknecht, Indesit, Hotpoint (Whirlpool ownership of the Hotpoint brand in EMEA and the Asia Pacific regions is not affiliated with the Hotpoint brand sold in the Americas), Hotpoint-Ariston and Ignis. The important trademarks to Asia are Whirlpool, Royalstar, and Diqua. The company receives royalties from licensing its trademarks to third parties to sell and service certain products bearing the Whirlpool, Maytag, KitchenAid, and Amana brand names. 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 $563 million in 2014. Competition The company’s competitors include Bosch Siemens, Electrolux, General Electric, Haier, LG, Panasonic, and Samsung. History Whirlpool Corporation was founded in 1898. The company was incorporated in 1955 under the laws of Delaware.
whirlpool corp (WHR:New York)
2000 North M-63
Benton Harbor, MI 49022
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