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Company > Whirlpool Corporation: Business Model, SWOT Analysis, and Competitors 2023

Whirlpool Corporation: Business Model, SWOT Analysis, and Competitors 2023

Published: Jan 13, 2023

Inside This Article


    In this blog article, we will dive into a comprehensive analysis of Whirlpool Corporation's business model, conducting a SWOT analysis, and exploring its competitors in the year 2023. Whirlpool Corporation, a leading global manufacturer and marketer of home appliances, has a strong presence in the market. We will assess the strengths, weaknesses, opportunities, and threats the company faces, shedding light on its current position. Additionally, we will examine the competitive landscape, identifying key players vying for market share in the same industry.

    What You Will Learn:

    • Who owns Whirlpool Corporation and the significance of its ownership structure.
    • The mission statement of Whirlpool Corporation and how it guides their business operations.
    • How Whirlpool Corporation generates revenue and the key components of their business model.
    • An in-depth explanation of the Whirlpool Corporation Business Model Canvas and its relevance.
    • The major competitors of Whirlpool Corporation and their impact on the market.
    • A comprehensive SWOT analysis of Whirlpool Corporation, highlighting its strengths, weaknesses, opportunities, and threats.

    Who owns Whirlpool Corporation?

    Shareholders and Ownership Structure

    Whirlpool Corporation, one of the world's largest home appliance manufacturers, has a diverse ownership structure. The company's ownership is primarily dispersed among institutional investors, individual shareholders, and members of the founding family.

    The majority of Whirlpool Corporation's shares are held by institutional investors. These include mutual funds, pension funds, and other investment firms. Among the prominent institutional investors are The Vanguard Group, BlackRock, and State Street Corporation. These investors hold significant stakes in the company and play a crucial role in its decision-making processes.

    Furthermore, individual shareholders also own a substantial portion of Whirlpool Corporation's shares. These individual investors include both retail investors and high-net-worth individuals who believe in the long-term potential of the company. Owning shares allows these individuals to have a voice in the company's affairs and benefit from its financial performance.

    Although institutional and individual investors make up a significant portion of Whirlpool Corporation's ownership, members of the founding family, namely the Upton family, also maintain a significant stake in the company. Founded in 1911 by Louis Upton and Emory Upton, the Upton family has been associated with Whirlpool Corporation since its inception. Over the years, the family has retained ownership and continues to play an active role in the company's management and strategic decisions.

    It is worth noting that Whirlpool Corporation is a publicly traded company listed on the New York Stock Exchange. Therefore, its ownership is subject to change as shares are bought and sold in the stock market. Nevertheless, the company's commitment to maintaining a diversified ownership structure ensures that decision-making power and responsibilities are shared among various stakeholders, fostering transparency and accountability.

    In conclusion, Whirlpool Corporation is owned by a combination of institutional investors, individual shareholders, and members of the founding family. The presence of these diverse ownership groups ensures a balanced approach to decision-making and allows the company to benefit from the expertise and resources of its stakeholders.

    What is the mission statement of Whirlpool Corporation?

    The Mission Statement of Whirlpool Corporation: Innovating Every Home

    Whirlpool Corporation, a global leader in home appliances, has a clear and concise mission statement that encapsulates its core purpose and values. The mission statement of Whirlpool Corporation is:

    "To create purposeful innovation that simplifies the lives of people around the world."

    This mission statement emphasizes Whirlpool's commitment to innovation and its primary goal of making people's lives easier and more convenient through their innovative products. Whirlpool recognizes the importance of understanding and meeting the evolving needs of its customers, and their mission statement reflects this dedication.

    By using the term "purposeful innovation," Whirlpool Corporation highlights its aim to develop and introduce products that serve a specific purpose and bring meaningful solutions to customers' lives. This approach ensures that every innovation is carefully designed and aligned with the needs of consumers, making their daily tasks more efficient and enjoyable.

    Whirlpool's mission statement also emphasizes the global nature of its operations. As a multinational company, Whirlpool aims to simplify the lives of people not only in specific regions but also worldwide. This commitment to a global perspective allows the corporation to understand various cultural and societal differences, enabling them to tailor their products to different markets effectively.

    Moreover, the mission statement of Whirlpool Corporation reflects the company's overarching values, including customer-centricity and continuous improvement. Whirlpool recognizes that its success hinges on consistently meeting and exceeding customer expectations. By prioritizing customer needs and simplifying their lives, Whirlpool aims to build long-term relationships and cultivate customer loyalty.

    In conclusion, Whirlpool Corporation's mission statement serves as a guiding principle for the company's actions and decision-making processes. It clearly communicates their commitment to purposeful innovation, simplifying lives, and understanding the global market. By adhering to this mission, Whirlpool continues to create innovative home appliances that enhance the everyday experiences of people around the world.

    How does Whirlpool Corporation make money?

    Overview of Whirlpool Corporation

    Whirlpool Corporation is a leading manufacturer and marketer of home appliances worldwide. With a rich history that spans over a century, the company has established a strong presence in the global market, offering a diverse range of products under various brand names such as Whirlpool, KitchenAid, Maytag, and JennAir.

    Revenue Streams

    Whirlpool Corporation generates its revenue through multiple streams, which can be broadly categorized as follows:

    1. Appliance Sales

    The primary source of revenue for Whirlpool Corporation is the sale of its appliances. The company offers a wide array of products, including refrigerators, dishwashers, washing machines, dryers, ovens, and more. These appliances are sold through various channels, including direct sales to retailers, distributors, and e-commerce platforms. Whirlpool Corporation's strong brand recognition and reputation for quality and innovation contribute to its sales success.

    2. Services and Extended Warranties

    Whirlpool Corporation also generates revenue through the provision of services related to its appliances. These services include installation, maintenance, repairs, and extended warranties. By offering these additional services, the company not only enhances the customer experience but also creates an additional revenue stream that complements its core appliance sales.

    3. Global Operations

    As a multinational corporation, Whirlpool operates in numerous countries worldwide. Its global operations contribute significantly to its revenue generation. By catering to diverse markets and leveraging its brand portfolio, Whirlpool Corporation taps into the purchasing power of consumers across different regions, allowing the company to capitalize on various market opportunities.

    4. Brand Licensing

    Whirlpool Corporation has successfully built a portfolio of recognized and trusted brands. To further monetize these brands, the company enters into licensing agreements with third-party manufacturers. Through brand licensing, Whirlpool Corporation extends its reach beyond its own product offerings, allowing other companies to produce and sell products under its well-established brand names. This strategy not only generates additional revenue but also expands the presence of Whirlpool Corporation in markets where it may not have a direct presence.


    Whirlpool Corporation's revenue streams are diversified, encompassing appliance sales, services, global operations, and brand licensing. By leveraging its strong brand portfolio, the company continues to innovate and adapt to the ever-evolving demands of the market. Whirlpool Corporation's commitment to quality, customer satisfaction, and technological advancements positions it as a leader in the home appliance industry, ensuring a steady stream of revenue for years to come.

    Whirlpool Corporation Business Model Canvas Explained

    The Business Model Canvas Overview

    The Business Model Canvas is a strategic management tool that allows organizations to analyze and define their business model. It consists of nine key building blocks that help to identify and understand the various aspects of a company's operations. In this section, we will delve into the Whirlpool Corporation's Business Model Canvas and explore how it contributes to the company's success in the appliance industry.

    Key Partnerships

    Whirlpool Corporation has established strategic partnerships with various stakeholders to enhance its business model. These partnerships include collaborations with suppliers, retailers, and technology providers. By forming mutually beneficial relationships, Whirlpool can ensure a steady supply of high-quality raw materials, expand its distribution network, and access the latest technological advancements.

    Key Activities

    The key activities of Whirlpool Corporation revolve around the design, manufacturing, and marketing of home appliances. The company invests heavily in research and development to create innovative products that meet the evolving needs of consumers. Additionally, Whirlpool focuses on streamlining its manufacturing processes to achieve operational efficiency and maintain the highest quality standards.

    Value Proposition

    Whirlpool Corporation's value proposition lies in its commitment to delivering superior appliance solutions to consumers worldwide. The company aims to provide products that not only meet the basic functionalities but also exceed customer expectations in terms of performance, energy efficiency, and durability. Whirlpool's strong brand reputation and focus on innovation allow it to differentiate itself from competitors and cater to the diverse needs of its target market.

    Customer Segments

    Whirlpool Corporation serves a wide range of customer segments in the appliance market. These segments include individual consumers, businesses, and builders. By understanding the unique requirements of each segment, Whirlpool can offer tailored products and services that cater to their specific needs. The company also embraces global diversity by adapting its offerings to cater to different cultures and preferences.


    Whirlpool Corporation utilizes various distribution channels to reach its customers effectively. These channels include both online and offline platforms. Whirlpool's products are available through authorized retailers, e-commerce platforms, as well as its own website. This multi-channel approach ensures that customers can easily access and purchase Whirlpool appliances through their preferred channels.

    Customer Relationships

    Whirlpool Corporation places great emphasis on building strong customer relationships. The company strives to provide excellent customer service throughout the entire customer journey. Whirlpool offers prompt technical support, warranty services, and easy access to spare parts to ensure customer satisfaction. By fostering long-term relationships with customers, Whirlpool aims to generate brand loyalty and repeat business.

    Revenue Streams

    Whirlpool Corporation generates revenue primarily through the sale of its appliances. The company offers a wide range of products across various price points, allowing it to cater to different market segments. Whirlpool also generates additional revenue through after-sales services, extended warranties, and spare parts sales. By diversifying its revenue streams, Whirlpool can mitigate risks and maintain a stable financial standing.

    Key Resources

    Whirlpool Corporation's key resources include its manufacturing facilities, research and development capabilities, and human capital. The company's extensive manufacturing capabilities enable it to produce high-quality appliances at scale. Whirlpool's investment in research and development ensures that it stays at the forefront of innovation. Additionally, the company's talented workforce plays a vital role in driving its success by continuously improving operations and delivering exceptional customer experiences.

    Cost Structure

    Whirlpool Corporation's cost structure is primarily composed of manufacturing costs, research and development expenses, marketing and advertising expenditures, and distribution costs. The company strives to achieve cost efficiencies by optimizing its manufacturing processes, leveraging economies of scale, and implementing effective supply chain management. By controlling costs while maintaining quality, Whirlpool can offer competitive prices to customers while ensuring profitability.

    Which companies are the competitors of Whirlpool Corporation?

    Major Competitors

    Whirlpool Corporation, being one of the leading global manufacturers of home appliances, has several major competitors in the industry. These companies strive to capture market share and offer similar products and services to consumers. Here are some of the key competitors of Whirlpool Corporation:

    1. General Electric (GE): GE Appliances, a subsidiary of General Electric, is a significant competitor for Whirlpool. They offer a wide range of appliances including refrigerators, dishwashers, laundry machines, and cooking appliances. GE Appliances is known for its innovative technology and energy-efficient products, giving tough competition to Whirlpool.

    2. Samsung Electronics: Samsung is a well-established player in the home appliance market and competes with Whirlpool across various product categories. With a strong focus on technological advancements and stylish designs, Samsung appliances are popular among consumers. Their product range includes refrigerators, washing machines, ovens, and more.

    3. LG Electronics: LG is another prominent competitor of Whirlpool Corporation. Known for their innovative designs and cutting-edge technology, LG appliances offer tough competition in the market. They have a diverse product portfolio, including refrigerators, washing machines, dryers, dishwashers, and more.

    Other Competitors

    While the aforementioned companies are major competitors for Whirlpool, there are other players in the market that also pose a challenge. These include:

    1. Haier Group: A Chinese multinational company, Haier Group competes with Whirlpool in various markets globally. Haier offers a range of appliances, including refrigerators, washing machines, air conditioners, and kitchen appliances.

    2. Electrolux: Electrolux is a Swedish multinational company that competes with Whirlpool in the home appliance industry. Their product range includes refrigerators, cooking appliances, laundry machines, and dishwashers.

    3. Bosch: Bosch, a German engineering and electronics company, is another competitor for Whirlpool. They offer a wide range of appliances, including refrigerators, cooking appliances, dishwashers, and laundry machines.

    These competitors, along with others, foster a highly competitive environment in the home appliance industry, pushing companies like Whirlpool Corporation to innovate and deliver high-quality products to meet consumer demands.

    Whirlpool Corporation SWOT Analysis


    Whirlpool Corporation boasts several strengths that have contributed to its success in the home appliance industry.

    1. Strong brand portfolio: Whirlpool Corporation owns a diverse portfolio of well-established brands such as Whirlpool, Maytag, KitchenAid, and Amana. This wide range of brands allows the company to target different market segments and cater to various customer preferences.

    2. Global presence: With operations in over 170 countries, Whirlpool Corporation enjoys a significant global footprint. This extensive presence enables the company to leverage economies of scale, access a diverse customer base, and tap into emerging markets.

    3. Innovation and technology leadership: Whirlpool Corporation has a strong focus on innovation and technology. The company continuously invests in research and development to create innovative and energy-efficient appliances. This commitment to technological advancement has helped Whirlpool maintain a competitive edge in the market.

    4. Strong distribution network: Whirlpool Corporation has a well-established distribution network, reaching both retail stores and online platforms. This allows the company to effectively distribute its products and ensure availability to customers worldwide.


    Despite its strengths, Whirlpool Corporation also faces certain weaknesses that could potentially hinder its growth and performance.

    1. Dependence on a few markets: While Whirlpool Corporation has a global presence, it heavily relies on the North American market for a significant portion of its revenue. This overreliance on a specific region makes the company vulnerable to economic fluctuations, regulatory changes, and market saturation.

    2. Product recalls and quality issues: Whirlpool Corporation has faced product recalls and quality issues in the past, which have affected its brand reputation. These incidents highlight the company's need to maintain stringent quality control measures and ensure customer satisfaction.

    3. High competition: The home appliance industry is highly competitive, with numerous well-established players and new entrants vying for market share. Whirlpool Corporation faces intense competition from companies like Samsung, LG, and General Electric. This competitive landscape poses challenges in terms of market share retention and pricing strategies.


    Whirlpool Corporation has identified several opportunities that can potentially fuel its growth and profitability.

    1. Growing demand for smart appliances: With the rise of smart homes and the Internet of Things (IoT), there is an increasing demand for smart appliances. Whirlpool Corporation can capitalize on this trend by expanding its portfolio of connected appliances and offering innovative features that enhance convenience and efficiency.

    2. Emerging markets: Whirlpool Corporation has the opportunity to tap into emerging markets, especially in Asia and Latin America. These regions present significant growth potential due to increasing disposable incomes, urbanization, and changing consumer lifestyles. By tailoring products and marketing strategies to these markets, Whirlpool can expand its customer base and drive sales.

    3. Sustainability and eco-friendly initiatives: As consumers become more environmentally conscious, there is a growing demand for eco-friendly appliances. Whirlpool Corporation can position itself as a leader in sustainability by developing energy-efficient products and adopting environmentally friendly manufacturing processes. This can not only attract environmentally conscious consumers but also contribute to cost savings and regulatory compliance.


    Whirlpool Corporation faces various threats that could impact its business operations and financial performance.

    1. Economic downturns: Economic downturns and recessions can significantly impact consumer spending on non-essential items, including home appliances. Whirlpool Corporation is exposed to the risk of decreased demand during such periods, which could adversely affect its revenue and profitability.

    2. Tariffs and trade restrictions: Whirlpool Corporation's global operations make it susceptible to changes in trade policies, tariffs, and trade restrictions. Political tensions, trade wars, or changes in import/export regulations can disrupt supply chains, increase costs, and affect the company's competitiveness in certain markets.

    3. Rapid technological advancements: The home appliance industry is characterized by rapid technological advancements. Whirlpool Corporation needs to continuously invest in research and development to keep pace with evolving consumer preferences and emerging technologies. Failure to do so could result in the company losing market share to competitors who offer more innovative and technologically advanced products.

    Key Takeaways

    • Whirlpool Corporation is a publicly-traded company, meaning it is owned by shareholders who hold its stock.
    • The mission statement of Whirlpool Corporation is to "create demand and earn trust every day," emphasizing their commitment to providing quality products and building strong relationships with customers.
    • Whirlpool Corporation primarily generates revenue through the sale of home appliances, including refrigerators, washing machines, and dishwashers.
    • The Business Model Canvas of Whirlpool Corporation outlines their key activities, resources, and partnerships, highlighting their focus on innovation, manufacturing, and distribution.
    • Whirlpool Corporation faces competition from companies such as Samsung, LG, Electrolux, and General Electric in the global home appliance market.
    • A SWOT analysis of Whirlpool Corporation reveals its strengths in brand recognition and product diversification, weaknesses in high production costs, opportunities in emerging markets, and threats from intense competition and changing consumer preferences.


    In conclusion, Whirlpool Corporation is a well-established company that has gained a strong foothold in the home appliance industry. As for the ownership of the company, it is publicly traded, meaning it is owned by a large number of shareholders.

    The mission statement of Whirlpool Corporation is to create innovative and reliable appliances that help consumers make the most of their time and resources. This mission drives their commitment to providing quality products that enhance the lives of their customers.

    When it comes to generating revenue, Whirlpool Corporation primarily makes money by selling their appliances to consumers. They have a wide range of products, including refrigerators, washing machines, and ovens, that cater to different consumer needs. Additionally, they also offer services such as warranties and repairs, which contribute to their overall revenue.

    To understand Whirlpool Corporation's business model, we can refer to the Business Model Canvas. This framework highlights key aspects such as customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structure. By analyzing these elements, we can gain a better understanding of how Whirlpool Corporation operates and creates value for its customers.

    Whirlpool Corporation faces competition from several companies in the home appliance industry. Some of its main competitors include Samsung, LG, Electrolux, and General Electric. These companies also have a strong presence in the market and offer similar products to consumers, making the industry highly competitive.

    Lastly, conducting a SWOT analysis of Whirlpool Corporation reveals its strengths, weaknesses, opportunities, and threats. Some of its strengths include its strong brand reputation, extensive product portfolio, and global presence. On the other hand, weaknesses such as high production costs and dependence on external suppliers exist. Opportunities lie in emerging markets and technological advancements, while threats include intense competition and economic fluctuations.

    Overall, Whirlpool Corporation is a prominent player in the home appliance industry, driven by its mission to provide innovative and reliable products to consumers. Its business model, competitors, and SWOT analysis all contribute to its success and growth in the market.


    What are the weaknesses of Whirlpool?

    Some of the weaknesses of Whirlpool Corporation include:

    1. Intense competition: Whirlpool operates in a highly competitive industry, facing competition from other major appliance manufacturers like Samsung, LG, and General Electric. This can put pressure on pricing, market share, and profitability.

    2. Dependence on the North American market: Whirlpool derives a significant portion of its revenue from the North American market. Any economic downturn or changes in consumer spending patterns in this region can have a significant impact on the company's financial performance.

    3. Vulnerability to raw material price fluctuations: Whirlpool relies on various raw materials like steel, aluminum, and plastics for manufacturing its appliances. Fluctuations in the prices of these materials can affect the company's production costs and profitability.

    4. Potential impact of trade tariffs: As a global company, Whirlpool is subject to trade tariffs and trade disputes between countries. Policies like import tariffs and trade restrictions can disrupt supply chains, increase costs, and affect profitability.

    5. Limited presence in emerging markets: While Whirlpool has a strong presence in North America and Europe, its market share in emerging economies like China and India is relatively small compared to local competitors. This limits the company's growth potential in these high-growth markets.

    6. Reliance on retailers and distributors: Whirlpool relies heavily on retailers and distributors to sell its products. Any changes in their strategies, preferences, or distribution networks can impact Whirlpool's sales and market reach.

    7. Product recalls and quality issues: Like any manufacturing company, Whirlpool is susceptible to product recalls and quality issues. Such incidents can damage the company's reputation, lead to financial losses, and erode consumer trust.

    It's important to note that weaknesses can vary over time and Whirlpool's management continuously works to address these challenges and improve its performance.

    Who is Whirlpools target market?

    Whirlpool's target market consists of households and individuals who are in need of home appliances such as refrigerators, washing machines, dishwashers, ovens, and other kitchen and laundry appliances. Their products cater to both residential customers and commercial establishments such as hotels, restaurants, and laundromats. Additionally, Whirlpool offers a range of products at different price points to appeal to a wide range of consumers in terms of budget and preferences.

    What is a SWOT analysis for supply chain?

    A SWOT analysis for supply chain involves assessing the strengths, weaknesses, opportunities, and threats related to the supply chain function of a business. It helps to evaluate the internal and external factors that impact the efficiency and effectiveness of the supply chain operations.

    1. Strengths:
    • Strong supplier relationships and partnerships
    • Efficient inventory management system
    • Effective logistics and distribution network
    • Skilled and knowledgeable workforce
    • Advanced technology and automation in supply chain processes
    1. Weaknesses:
    • Lack of transparency and visibility in the supply chain
    • Inefficient or outdated supply chain management systems
    • High dependency on a limited number of suppliers or vendors
    • Inadequate risk management strategies
    • Poor communication and collaboration among supply chain stakeholders
    1. Opportunities:
    • Expansion into new markets or geographic regions
    • Adopting sustainable and environmentally friendly supply chain practices
    • Utilizing emerging technologies such as blockchain, artificial intelligence, or internet of things
    • Developing strategic alliances or partnerships with other organizations in the supply chain
    • Streamlining processes and reducing costs through process improvements or outsourcing
    1. Threats:
    • Disruptions in the supply chain due to natural disasters, political instability, or economic crises
    • Increasing competition from new market entrants or substitute products
    • Fluctuating raw material costs or availability
    • Changing regulations or trade policies impacting global supply chain operations
    • Cybersecurity risks and data breaches affecting supply chain integrity

    By conducting a SWOT analysis, businesses can identify areas for improvement, leverage their strengths, mitigate weaknesses, capitalize on opportunities, and proactively address potential threats in their supply chain operations.

    What are the 5 elements of SWOT analysis?

    The 5 elements of SWOT analysis are:

    1. Strengths: These are the internal factors that give an organization an advantage over others. They could include expertise, resources, brand reputation, market position, or any other aspect that sets the organization apart.

    2. Weaknesses: These are the internal factors that place an organization at a disadvantage compared to others. They could include limited resources, lack of expertise, low brand recognition, poor customer service, or any other aspect that hampers the organization's performance.

    3. Opportunities: These are the external factors that have the potential to positively impact an organization. They could include emerging markets, new technologies, changes in consumer behavior, or any other aspect that can be leveraged for growth or improvement.

    4. Threats: These are the external factors that pose a risk or challenge to an organization. They could include competition, regulatory changes, economic downturns, changing market trends, or any other aspect that can hinder the organization's success.

    5. Trends: This element is sometimes added as an extra component to SWOT analysis. It refers to the current or future patterns that can influence an organization's strategy or performance. It could include societal, technological, economic, or industry-specific trends that need to be considered in decision-making.

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