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. …

…current competitors current products can position themselves effectively based on this attribute. In addition, with the newly designed models, the energy/water savings and better washing performance for the consumer could be a positive underlying current of the proenvironment positioning basis, which would also distinguish it from its competitors. For affluent couples and singles, the Frigidaire front loading washing machine will be the appliance that offers the highest in dependable, modern, energy efficient washing technology.