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International marketing plan: setting up Airwash (Electrolux) in Spain

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Language
documents in English
Format
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Type
case study
Pages
27 pages
Level
General public
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  1. Spain, global information
    1. Global data
    2. The environmental policies statements
  2. The domestic electrical appliances market
    1. Global data
    2. Spanish market
    3. Home Spain laundry appliance
    4. Electrolux Company chance faces to the domestic appliances products
  3. The Electrolux Company
    1. Electrolux Company at a glance
    2. Air wash
  4. Marketing mix international
    1. Product
    2. Consumption trends
    3. Customers targeting
    4. Prize
    5. Promotion
  5. Financial information
  6. Implementation / Supporting the survey programs

Today, Electrolux is a worldwide leading company with huge domestic electrical appliance references. The Company followed a smart internationalization strategy process which allowed it to obtain a stronger position in Europe. Moreover, environmental issues have always been very important for Electrolux. Each new generation of appliances they launch is more energy efficient than its predecessor. We will see the international marketing plan of one of Electrolux innovative products, Air Wash. To involve monitoring growth in developed markets, in order to selectively expand operations in specific product categories and to increase sales in emerging markets we have chosen Spain as a test market. Spain seems ready to adopt the product because of the high demand for modern household appliances which is showing strong growth in European markets. So, that is what we see in this paper.

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