The main challenge faced by White Appliances Inc. is how the company should sell the microwave product in India successfully (Majumdar 2010, p. Microwave products refer to the cooking devices that help in both cooking and reheating of food by passing the foods to be heated through electromagnetic radiations that emanate from all directions.Goals: White Appliances Inc aims at penetrating microwave oven market in India cutting at all prices segments. The company has mainly focused on high price segment but it has established the need to cut across all other market segments (Mills 2002, p. The company also aims at increasing its market share in India; currently the company has very limited market presence. White Appliances Inc. also looks forward to changing consumer conceptions about microwave in the market.Focus: the main focus of White Appliances Inc. is to penetrate Indian market at all price levels by shifting consumer conceptions or mindsets concerning microwave ovens and also by educating customers on the usage of microwave in cooking and reheating of food (Cateora et al 2009, p.Corporate culture: White Appliances is committed to manufacturing and marketing of superior products ranging from scooters to soda pop to kitchen appliances. The company is innovation driven and it corporate culture has also exhibited reliability, high quality and excellence. The company is committed to meeting customers’ needs and in this regard it has focused on improving the understanding of customers about their products. The company is sensitive to customers’ views and its uses the views to determine customers’ satisfaction (Mohr et al 2009, p.Strengths of the company: the company has familiarized itself in the Indian market as seen in the high-models developed for the Indian market. This has been critical in strategically position the company’s microwave brand as a high-end brand (from the case study). Customers in India, relate the price of the company’s microwave price with high quality (Baisya 2008, p. It is therefore possible that penetrating other price segments will make the product be deemed as a high quality product offered to the lower-income segment. Another aspect of strength of the company is that it has impacted on customers in the United States and also across Europe, Indians expatriates working in the these markets are familiar with
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