Market Intelligence Center  Oct 1  Comment 
The patented option-trade picking algorithms that power MarketIntelligenceCenter.com's Artificial Intelligence Center  are highlighting two trades on Whirlpool Corp (WHR) today after it closed at $147.26 on Wednesday. For more conservative...
Forbes  Sep 16  Comment 
I spoke with Hall of Fame shortstop Barry Larkin Tuesday about his post-career life and work with MayTag, the official washer and dryer of MLB. When I asked Larkin about the managerial rumors that continue to swirl around him, he conceded he would...
Benzinga  Sep 15  Comment 
Whirlpool Corporation (NYSE: WHR) shares are down 15.31 percent year-to-date, even after hitting a high of $215 on March 2. RBC Capital Markets’ Robert Wetenha upgraded the rating on the company from Outperform to Top Pick, while...
TheStreet.com  Sep 15  Comment 
NEW YORK (TheStreet) -- RBC Capital Markets upgraded Whirlpool to "top pick" from "outperform" on Tuesday, reiterating its price target of $213 for the appliance maker. The analyst firm lowered its 2015 EPS estimate for the company to $12.29...
Benzinga  Sep 15  Comment 
Reuters  Sep 11  Comment 
Whirlpool Corp said it was withdrawing its proposal to buy Britain's AGA Rangemaster Group Plc, whose shareholders approved a $201 million takeover offer by U.S. cooking equipment...
guardian.co.uk  Sep 3  Comment 
Illinois firm tells investors to be wary of rival bid for Aga Rangemaster The bidding war for Aga Rangemaster, the maker of cast-iron cookers, heated up as one of its US suitors, Middleby, urged the UK company’s shareholders to approve its...
Benzinga  Sep 1  Comment 
In response to the announcement from AGA that Whirlpool (NYSE: WHR) has made an approach regarding a possible offer for AGA, Whirlpool confirms this to be the case. A further announcement will be made in due course if appropriate, but there can...
Market Intelligence Center  Aug 28  Comment 
For a hedged play on Whirlpool Corp (WHR) MarketIntelligenceCenter.com’s algorithms selected the Dec. '15 $170.00 covered call for a net debit in the $158.90 area. That is also the break-even stock price for the covered call. This trade will...
Benzinga  Aug 27  Comment 
Jim Cramer said on CNBC's Mad Money that Whirlpool Corporation (NYSE: WHR) made a miraculous reversal and it is in a good position because appliances are selling pretty well. He is a buyer of the stock. Cramer believes in recovery of the...
The Hindu Business Line  Aug 19  Comment 
Whirlpool kitchen gadgets for select DLF projects


Whirlpool (NYSE: WHR) is a manufacturer and marketer of major home appliances with $17 billion in revenue. Its products are mainly found in the kitchen and the laundry room. Whirlpool sells its products to retailers, distributors and directly to builders and installers. Whirlpool is a major appliance supplier in North America and Latin America and has a growing influence in markets throughout Europe and India.

Whirlpool owns 13 brands, including: Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Brastemp, Consul, Bauknecht, and Gladiator. Whirlpool has the largest presence in North America, which makes up 55% of 2009 revenue, but also is well established in Latin America (22% of 2009 revenue), Europe (19% of 2009 revenue), and Asia (4% of 2009 revenue).

Whirlpool's products are exposed to the cyclical nature of the housing market. Since most Whirlpool products are durable goods, consumers often delay purchases of these products during periods of economic hardship. Additionally, Whirlpool sales are tied to the housing market. In the U.S., the "new install" channel constitutes 15% of WHR's sales.[1] When new home sales slow, so too do Whirlpool's "new install" sales. This partially explains the 9.5% decrease in units sold in North America in 2009.[1]

Despite weakness in the North American and European markets, Whirlpool announced an increase in net income of 141% and an increase in revenue of 20% percent from the first quarter of 2009 to the first quarter of 2010.[1] This growth is largely due the strong demand for Whirlpool products in Latin America and Asia. Unit sales in Latin America and Asia increased by 14.5% and 20.8%, respectively, from 2008 to 2009.[1]

Company Overview

Whirlpool's main products are laundry appliances, refrigerators/freezers, cooking appliances, dishwashers, mixers and other small household appliances. WHR employs more than 130 industrial designers in four design centers and 3,500 engineers in 26 research centers. The design of Whirlpool's highest end products focuses around "6th Sense" technology, which adapts appliances to their surroundings. For example, "6 Sense" refrigerators adjust conditions to best keep food fresh, and driers adjust their timing and heat depending on the load size.[2]

Business and Financial Metrics

First Quarter 2010 Results[3]

Whirlpool announced an increase in net income of 141 percent to $164 million, or $2.13 per diluted share, compared to $68 million, or $0.91 per diluted share reported during the same period last year. Sales of $4.3 billion increased 20 percent from the $3.6 billion reported in the first quarter of 2009.

First-quarter operating profit totaled $241 million compared with $166 million in the prior year. Results were favorably impacted by cost reduction and productivity initiatives, increased sales volume and favorable foreign currency effects.

Whirlpool continues to invest a large percentage of its operating budget on research & development.

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Whirlpool Innovation Investment: Research & Development and Capital Expenditure[1]

Business Segments[1]

Whirlpool reports business units by geography as it considers each to be nearly a free standing business, with its respective manufacturing and distribution arms. Brands are localized by region as well. Top line revenues provide a cursory overview of growth opportunities for a country. North American growth has slowed dramatically, while Asian and Latin American growth have accelerated noticeably. The only region which saw margin erosion was North America.

North America (55% of 2009 revenue)

North America net sales decreased in 2009 by 11.0% compared to 2008 primarily due to a 9.5% decrease in units sold. The decline in units sold is due to decreased industry demand resulting from continued weak economies in the U.S., Mexico and Canada in 2009. Additionally, net sales were negatively impacted by the unfavorable impact of foreign currency. Excluding the impact of foreign currency, North America net sales decreased 9.4% in 2009.

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Europe (19% of 2009 revenue)

Europe net sales decreased in 2009 by 16.9% compared to 2008, primarily due to an 11.7% decrease in units sold due to lower appliance industry demand and the unfavorable impact of foreign currency. Excluding the impact of foreign currency, Europe net sales decreased 11.2% in 2009.

Asia (4% of 2009 revenue)

Asia net sales increased 10.3% in 2009 compared to 2008 primarily due to a 20.8% increase in units sold offset partially by the impact of unfavorable foreign currency. Excluding the impact of foreign currency, Asia net sales increased 18.4% in 2009.

Trends and Forces

International growth and higher margins abroad present opportunities for WHR

WHR has sales in over 170 countries worldwide. WHR has focused on adding depth to its international presence, growing sales to Latin America and Asia, which grew 14.5% and 20.8% respectively in 2009.[1] Management's success so far in growing international revenues lends confidence in the face of WHR's decreasing sales to the U.S. market, which is characterized by declining appliance industry demand and lower original equipment manufacturer sales.

Brand equity will aid in revenue growth and margin expansion

Whirlpool is a top brand in the appliance market across all of its markets, in terms of unit sales and average sales price per unit. There is little cannibalization between the brands in Whirlpool's portfolio, and Whirlpool's higher and lower end brands serve distinct markets, such as KitchenAid vs. Ropper. Whirlpool's future growth is likely to target higher-end and higher margin products, moving into markets previously the realm of appliance manufacturers such as Sub-Zero.[4]

The potential for a U.S. Housing Market recovery provides opportunity for domestic growth

Whirlpool's products are exposed to the up-and-down nature of the housing market. Since 2008 a drop in house construction and sales has depressed sales through the "new install" channel to new housing installers, which constitutes 15% of WHR's sales.[5] With homebuilders now showing signs of life, sales to new housing installers should rebound in the coming years.

Raw Material Costs and Inflation will continue to hurt WHR's margins unless it aggressively passes-through costs

The primary inputs into WHR's business are steel, oil and resin, and other base metals.[6] Whirlpool believes that it can begin passing through costs to customers, as its Gross profit margin is significantly lower, but it is unclear how the competition and customers will respond. If competitors are willing to continue operating at a lower margin, and customers value prices more than Whirlpool's features, the company will lose share.[7]

Material costs make up about 65% of Whirlpool's operating expense. The main components of material costs, in order of importance, are steel, oil & related products (plastics, resins, etc.), logistics (transport costs) and base metals.


In addition to Whirlpool's traditional competitors such as Electrolux, General Electric, and Kenmore in North America, there has been an emergence of strong global competitors such as LG, Bosch Siemens, Samsung and Haier.

There is price pressure from all these competitors for a somewhat commoditized product, so winners in this market have the best cost structure. Points of differentiation largely lie in technology and marketing attempts by the companies. Whirlpool has segmented its brands into higher, midrange, and lower-market brands that have cost structures to match. Whirlpool's chief future growth opportunities lie in Latin America, which does not have a compelling domestic alternative, and Asia, which is characterized by stiff competition with Korean, Japanese, and Chinese manufacturers. Its American operations are also under attack by threats of import, and its European options have strong local competition.

On an overall scale, as can be seen in the Market Share section, Whirlpool's revenues have a larger Revenue share than unit volume share, implying that Whirlpool's products contribute more to global market revenues than to unit volume, implying higher sell prices. This places Whirlpool's brand in the higher-end of the market on an overall basis.


  1. 1.0 1.1 1.2 1.3 1.4 1.5 1.6 Whirlpool 2009 Annual Report
  2. Datamonitor Company Report. "Whirlpool" June 28, 2007
  3. "Whirlpool Corporation Reports First-Quarter 2010 Results"
  4. Whirlpool FY 2007 10-K "Products and Markets" pg.2
  5. MarketWatch "A Wrinkle in Whirlpool's growth story" Feb. 10, 2008
  6. Whirlpool FY 2007 Earnings Call Transcript
  7. Whirlpool FY 2007 Earnings Call Transcript
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