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In United States there are three segments: high end products, medium priced products and low end products. In Europe there are only two: traditionalists and aspirers. In those markets the competition is severe, the market is fragmented and growth rate of the industry is low; around 1 or 2 percent. So, the company tries to maintain its position by cutting costs down by decreasing the number of warehouses & the product development budget and increasing productivity.
In developing markets such as Brazil, China and India, Whirlpool tries to produce products that match the local needs and tastes of the majority (low-end customers)...
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