2019 Global Strategic Agenda

Our MissionEarn trust and create demand for our brands in a digital world

Strategic Imperatives
  • 1Deliver Product
  • 2Redefine What
    Product Is
  • 3Win the Digital
    Consumer Journey
  • 4Reinvent Our
    Value Chain
Long-Term Goals
( Earnings Before Interest and Tax )
( Free Cash Flow as % of Net Sales )
  • Respect
  • Integrity
  • Diversity &
  • Teamwork
  • Spirit of

Our VisionBe the best kitchen and laundry company, in constant pursuit of improving life at home

Unique Structural Position
Whirlpool Corporation is committed to delivering significant, long-term value to both our consumers and our shareholders. For consumers, we deliver value through innovative, high-quality products that solve everyday problems.

Strong Global Footprint

We hold the number-one share position in seven
of our ten largest countries by revenue.(b)

Best-Cost Position

Our global scale allows us to efficiently produce the right products at the right time throughout the world. We have strong capabilities for cost takeout, which is key to effectively cope with macroeconomic challenges. By combining leading scale with disciplined cost management, we have a true “best-cost position” in the highly competitive global appliance industry.

It is this unique global position which gives us the confidence that we will deliver long-term results that are second-to-none in the industry.

Accelerating Our Pace of Innovation

A steadfast commitment to lead the industry with consumer-relevant products and services drives our innovation and leading-edge design. World-class manufacturing and digital technologies, scaled to a global platform, provide us the ability to increase quality and cost benefits. We are focused on meeting changing consumer behaviors throughout the world, in constant pursuit of improving life at home.

6 Brands each with more than $1 Billion in Sales
Best Brand Portfolio

Whirlpool and KitchenAid global brands, with strong regional and local brands, including Maytag, Brastemp, Hotpoint*, Indesit and Bauknecht.

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