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 under brand names such as Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, Jenn-Air and Indesit. The company’s principal products are laundry appliances, refrigerators and freezers, cooking appliances, dishwashers, mixers and other small domestic appliances. It also produces hermetic compressors for refrigeration systems. The company segments consist of North America, EMEA (Europe, Middle East and Africa), Latin America and Asia. In North America, the company markets and distributes major home appliances and small domestic appliances under various brand names. In the United States, the company 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, 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 EMEA, the company markets and distributes its major home appliances primarily under the KitchenAid, Whirlpool, Indesit and Hotpoint brand names (Whirlpool ownership of the Hotpoint brand in the EMEA and the Asia Pacific regions is not affiliated with the Hotpoint brand sold in the Americas), and major and small domestic appliances under the KitchenAid and Hotpoint brand names. In addition to the company’s operations in Western and Eastern Europe, Turkey and Russia, it has sales subsidiaries in Morocco and Dubai. The company markets and distributes a line of products under the Whirlpool and KIC brand names in South Africa. The company’s European operations also market and distribute products under the Whirlpool, Ariston, Bauknecht, Maytag, Amana and Ignis brand names to distributors and dealers in Africa and the Middle East. In Latin America, the company markets and distributes its major home appliances and small domestic appliances primarily under the Consul, Brastemp, Whirlpool and KitchenAid brand names. The company manages sales and distribution through its local entities in Brazil, Argentina, Chile, Peru, Ecuador, Colombia and Guatemala. It 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. The company’s Latin America operations also produce hermetic compressors for refrigeration systems. In Asia, the company has organized the marketing and distribution of its major home appliances and small domestic 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, Diqua, and Royalstar 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. Trademarks, Licenses and Patents The most important trademarks to North America are Whirlpool, Maytag, Jenn-Air, KitchenAid, Amana and Acros. The most important trademarks to Latin America are Consul, Brastemp, Whirlpool and KitchenAid. The most important trademarks to EMEA are Whirlpool, KitchenAid, Bauknecht, Indesit, Hotpoint (Whirlpool ownership of the Hotpoint brand in the EMEA and the Asia Pacific regions is not affiliated with the Hotpoint brand sold in the Americas), Hotpoint-Ariston and Ignis. The most important trademarks to Asia are Whirlpool, Royalstar and Diqua. The company receives royalties from licensing its trademarks to third parties to manufacture, sell and service certain products bearing the Whirlpool, Maytag, KitchenAid, and Amana brand names. Research and Development For the year ended December 31, 2015, the company’s expenditures for research and development relating to new and innovative products and the improvement of existing products were approximately $579 million. Competition The company faces competition from Arcelik, Bosch Siemens, Electrolux, General Electric, Haier, Kenmore, LG, Mabe, Midea, 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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