SWOT analysis

Weaknesses:

• Very heavy and more difficult to install
• More costly to service than conventional top-loader
• The competitive and demanding environment
• Costs increased, driving the retail price higher
• Delayed introduction
• Low advertising, mass media advertising was limited to a brief television advertisement
• Front-loading washer had experienced very little with US consumers
• Consumer negative perception and concerns

Opportunities:

• Energy-efficient saving, it would cost less to operate, use less water and energy
• Product differentiation in an industry very competitive and demanding
• Intended to use the product to expand its position in the marketplace and to establish itself as the industry leader in earning-saving, environmentally sound laundry product
• Take advantage of the environment and energy concerns of consumers

Threats:

• Potential Competition from an already established and higher market share participant (Whirlpool)
• Pressure on pricing, the price was increase in order to still be competitive

2.  Growth Opportunity

The growth opportunity that Frigidaire uses when launching the Frigidaire’s Front Loading Washing Machine is the intensive growth.  The strategy that the company used is the product development strategy. Product development is the name given to a growth strategy when a business intends to introduce new products into existing markets. This strategy may require the business to develop modified products that can appeal to an existing market. Frigidaire creates a new product of potential interest, the Front Loading Washing Machine that has a relation with a product that they already have to make use of the current market. This new machine was designed to offer consumers a product better than the typical top-loading washing machine in terms of energy and water saving and washing performance.  This company tried to launch this product but they were not very successful at that time.

I believe that the marketing strategy used to introduce the product, failed to educate and convince the public on the advantages and benefits of this technology.  People were used to the old washing machine, and the company wasn’t successful in introducing the product’s new features to the public. At that time the washing machine and the marketing campaign failed. History has shown us that it was a good idea and now most of the washing machines are front loading washing machines because of the advantages on energy, water saving and it’s easy use.  Today people are more concerned for the environment and prefer things that are more echo-friendly. Now a days people prefer the front-loaded washing machine because of it’s energy, water saving and better performance.