Whirlpool Canada LP Strategic Growth – Channel Strategy Exploration | by Azure Corporation and Rotman Information Solutions

Whirlpool Azure Rotman


Whirlpool Corporation is a dominant market leader in the home appliance industry, by various measures. Whirlpool enjoys worldwide revenue of $19 Billion, operates 66 manufacturing and technology research centres and employs 68,000 people around the world. In Canada, Whirlpool’s annual revenue exceeds $1 Billion, employs 500 people and has a commanding market share with 8 well known brands, including; Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Inglis, Estate and Roper.


With the ‘Law of Large Numbers’ working against them, how can Whirlpool Canada sustain industry leading profitable growth? How can new channel initiatives achieve additional growth void of conflict and cannibalization of conventional channel partner success?

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