Whirlpool Corporation (WHR): Business Model Canvas

Tauchen Sie ein in die strategische Blaupause der Whirlpool Corporation, einem weltweit führenden Anbieter von Haushaltsgeräten, der den Alltag durch innovative Technologie und kundenorientierte Lösungen verändert. Mit einem robusten Geschäftsmodell, das globale Fertigung, modernste Smart-Home-Technologien und strategische Einzelhandelspartnerschaften umfasst, hat Whirlpool meisterhaft einen umfassenden Ansatz entwickelt, um den Haushaltsgerätemarkt zu dominieren. Von energieeffizienten Kühlschränken bis hin zu intelligenten Waschmaschinen zeigt das komplexe Geschäftsmodell des Unternehmens, wie es erfolgreich komplexe Verbraucherbedürfnisse bewältigt und gleichzeitig einen Wettbewerbsvorteil in einer sich schnell entwickelnden Technologielandschaft bewahrt hat.

Whirlpool Corporation (WHR) – Geschäftsmodell: Wichtige Partnerschaften

Strategische Allianzen mit globalen Einzelhandelsketten

Whirlpool unterhält wichtige Partnerschaften mit großen Einzelhandelsketten:

Einzelhandelspartner	Jährliches Verkaufsvolumen	Dauer der Partnerschaft
Das Home Depot	2,4 Milliarden US-Dollar Geräteumsatz	Über 20 Jahre
Lowes	1,8 Milliarden US-Dollar Geräteumsatz	15 Jahre
Bester Kauf	Geräteverkäufe im Wert von 750 Millionen US-Dollar	10 Jahre

Fertigungspartnerschaften

Zu den globalen Fertigungskooperationen gehören:

• Brasilien: Partnerschaft mit Embraco für die Herstellung von Kompressoren
• China: Gemeinsame Produktionsstätte mit der Midea Group
• Indien: Fertigungszusammenarbeit mit lokalen Lieferanten
• Mexiko: Strategische Fertigungspartnerschaften senken Produktionskosten

Technologiezusammenarbeit

Technologiepartner	Fokusbereich	Investition
IBM	IoT und Cloud-Technologien	Jährliche Investition von 45 Millionen US-Dollar
Microsoft Azure	Vernetzte Heimlösungen	Jährliche Zusammenarbeit im Wert von 30 Millionen US-Dollar

Joint Ventures

Regionale Gerätehersteller-Partnerschaften:

• Midea Group (China): 50/50 Joint Venture
• Consul (Brasilien): Mehrheitseigentum und strategische Partnerschaft
• Panasonic (Japan): Technologieaustauschabkommen

Gesamtinvestition der Partnerschaft: 250 Millionen US-Dollar pro Jahr

Whirlpool Corporation (WHR) – Geschäftsmodell: Hauptaktivitäten

Produktdesign und Innovation bei Haushaltsgeräten

Im Jahr 2023 investierte Whirlpool 492 Millionen US-Dollar in Forschung und Entwicklung. Das Unternehmen unterhält 10 globale Designzentren auf verschiedenen Kontinenten.

Bereich Design-Innovation	Anzahl der Patente	Jährliche Investition
Smart-Appliance-Technologien	87 neue Patente	178 Millionen Dollar
Energieeffizienzlösungen	53 neue Patente	124 Millionen Dollar

Globale Fertigungs- und Montagebetriebe

Whirlpool betreibt weltweit 57 Produktionsstätten in 13 Ländern.

Region	Anzahl der Produktionsstätten	Jährliche Produktionskapazität
Nordamerika	19 Pflanzen	36 Millionen Einheiten
Lateinamerika	15 Pflanzen	22 Millionen Einheiten
Europa	13 Pflanzen	18 Millionen Einheiten
Asien	10 Pflanzen	15 Millionen Einheiten

Forschung und Entwicklung von Smart-Home-Technologien

• Engagiertes Smart-Home-Technologieteam aus 1.243 Ingenieuren
• Vernetzte Appliance-Plattformen entwickelt: 6 Hauptplattformen
• Jährliche Investitionen in Forschung und Entwicklung im Bereich Konnektivität: 213 Millionen US-Dollar

Marketing und Markenmanagement

Die Marketingausgaben beliefen sich im Jahr 2023 auf 687 Millionen US-Dollar, was 3,2 % des Gesamtumsatzes entspricht.

Marketingkanal	Investitionsallokation
Digitales Marketing	42 % (289 Millionen US-Dollar)
Traditionelle Medien	33 % (227 Millionen US-Dollar)
Erlebnismarketing	25 % (171 Millionen US-Dollar)

Supply Chain Management und Logistik

Whirlpool verwaltet eine komplexe globale Lieferkette mit 1.287 Direktlieferanten auf mehreren Kontinenten.

Lieferkettenmetrik	Leistung 2023
Lieferantenvielfalt	37 % Zulieferer im Besitz von Minderheiten
Logistikeffizienz	98,6 % Pünktlichkeitsquote
Lagerumschlagsquote	5,7 Mal pro Jahr

Whirlpool Corporation (WHR) – Geschäftsmodell: Schlüsselressourcen

Starke globale Fertigungsinfrastruktur

Whirlpool betreibt weltweit 54 Produktions- und Technologieforschungszentren. Ab 2023 unterhält das Unternehmen Produktionsstätten in:

Region	Anzahl der Produktionsstätten
Nordamerika	17
Lateinamerika	14
Europa	13
Asien	10

Umfangreiches Portfolio an geistigem Eigentum

Whirlpool hält 4.300 aktive Patente weltweit ab 2023. Die Aufschlüsselung des geistigen Eigentums umfasst:

• 2.100 Gebrauchsmuster
• 1.750 Designpatente
• 450 internationale Patentanmeldungen

Etablierter Markenruf

Whirlpool schafft es mehrere globale Marken, einschließlich:

• Whirlpool
• Maytag
• KitchenAid
• Amana
• Jenn-Air

Fortgeschrittene Forschungs- und Entwicklungszentren

Standort	F&E-Investitionen (2023)	Anzahl der Forscher
Benton Harbor, Michigan	452 Millionen US-Dollar	680
São Paulo, Brasilien	126 Millionen Dollar	210
Pune, Indien	87 Millionen Dollar	155

Qualifizierte Arbeitskräfte mit technischem Fachwissen

Gesamte globale Belegschaft: 69.000 Mitarbeiter ab 2023

Mitarbeiterkategorie	Prozentsatz
Fertigungsarbeiter	62%
Ingenieurwesen/technisches Personal	22%
Management/Verwaltung	16%

Whirlpool Corporation (WHR) – Geschäftsmodell: Wertversprechen

Hochwertige, zuverlässige Haushaltsgeräte

Die Whirlpool Corporation meldete für 2022 einen Nettoumsatz von 22,4 Milliarden US-Dollar, mit einem Weltmarktanteil von etwa 21 % bei großen Haushaltsgeräten. Produktzuverlässigkeitskennzahlen zeigen eine Kundenzufriedenheitsrate von 87 % über alle Produktlinien hinweg.

Produktkategorie	Marktanteil	Jährlicher Verkauf
Kühlschränke	23.5%	5,6 Milliarden US-Dollar
Waschmaschinen	19.8%	4,9 Milliarden US-Dollar
Geschirrspüler	18.3%	3,7 Milliarden US-Dollar

Energieeffiziente und innovative Produktlinien

Whirlpool investierte im Jahr 2022 450 Millionen US-Dollar in Forschung und Entwicklung mit Schwerpunkt auf Energieeffizienz. ENERGY STAR-zertifizierte Produkte repräsentieren 78 % ihres Produktportfolios.

• Durchschnittliche Energieeinsparung: 25 % im Vergleich zu Standardmodellen
• Reduzierung der CO2-Emissionen: 15 % über alle Produktlinien hinweg
• Grüne Technologiepatente: 127 neue Anmeldungen im Jahr 2022

Integration der Smart-Home-Technologie

Der Umsatz mit vernetzten Geräten erreichte im Jahr 2022 3,2 Milliarden US-Dollar, was 14,3 % des Gesamtumsatzes entspricht. Die Akzeptanz intelligenter Geräte stieg im Jahresvergleich um 22 %.

Intelligente Technologie	Penetrationsrate	Verbraucherakzeptanz
Wi-Fi-fähige Geräte	42%	1,7 Millionen Einheiten
Kompatibel mit Sprachsteuerung	35%	1,3 Millionen Einheiten

Umfassendes Produktsortiment für unterschiedliche Verbraucherbedürfnisse

Whirlpool bietet 12 verschiedene Produktlinien in allen Preissegmenten an und richtet sich an Verbraucher vom Einstiegs- bis zum Premiummarkt. Durchschnittliche Produktpreisspanne: 299 bis 2.999 US-Dollar.

• Budgetsegment: 35 % des Produktangebots
• Mittelklassesegment: 45 % des Produktangebots
• Premium-Segment: 20 % des Produktangebots

Starker Kundendienst und Garantie

Die Garantie umfasst Schutzpläne für 1–10 Jahre. Kundendienst-Lösungsrate: 94 % innerhalb von 48 Stunden. Jährliche Bearbeitung von Garantieansprüchen: 280 Millionen US-Dollar.

Garantietyp	Deckungszeitraum	Durchschnittlicher Anspruchswert
Standardgarantie	1 Jahr	$125
Erweiterte Garantie	3-5 Jahre	$375
Premium-Garantie	10 Jahre	$850

Whirlpool Corporation (WHR) – Geschäftsmodell: Kundenbeziehungen

Digitale Kundensupport-Plattformen

Whirlpool betreibt eine umfassende digitale Kundensupportplattform mit den folgenden Schlüsselkennzahlen:

• Das Online-Supportportal bearbeitet jährlich rund 2,5 Millionen Kundenanfragen
• Digitaler Chat-Support rund um die Uhr in 6 Sprachen verfügbar
• Downloads mobiler Apps: 1,3 Millionen ab 2023

Support-Kanal	Jährliches Interaktionsvolumen
Website-Unterstützung	1,2 Millionen Interaktionen
Unterstützung für mobile Apps	750.000 Interaktionen
Unterstützung für soziale Medien	450.000 Interaktionen

Treueprogramme und Prämien

Das Treueprogramm von Whirlpool bietet Folgendes:

• 4,7 Millionen aktive Mitglieder des Treueprogramms
• Durchschnittliche Kundenbindungsrate: 68,3 %
• Das Treueprogramm generiert zusätzliche Einnahmen in Höhe von 127 Millionen US-Dollar

Personalisierte Produktempfehlungen

Kennzahlen des digitalen Empfehlungssystems:

Empfehlungsmetrik	Wert
Conversion-Rate	14.6%
Personalisierte Empfehlungsgenauigkeit	72.3%
Jährlicher Umsatz aus Empfehlungen	93,5 Millionen US-Dollar

Online- und In-Store-Kundenbindung

Statistiken zur Kundenbindung:

• Online-Engagement: 3,2 Millionen monatliche Website-Besucher
• Interaktionsrate im Geschäft: 42 % des Gesamtumsatzes
• Reichweite des digitalen Marketings: 8,5 Millionen Social-Media-Follower

Erweiterte Garantie- und Serviceverträge

Gewährleistung und Servicevertragserfüllung:

Garantiekategorie	Jahresumsatz
Verkauf mit erweiterter Garantie	215,6 Millionen US-Dollar
Einnahmen aus Serviceverträgen	178,3 Millionen US-Dollar
Gesamter Garantie-/Serviceumsatz	393,9 Millionen US-Dollar

Whirlpool Corporation (WHR) – Geschäftsmodell: Kanäle

Online-E-Commerce-Plattformen

Whirlpool betreibt mehrere Online-Vertriebskanäle mit den folgenden wichtigen Plattformen:

Plattform	Verkaufsvolumen	Marktreichweite
Whirlpool.com	425 Millionen US-Dollar im Jahr 2023	Vereinigte Staaten, Kanada
Amazon	312 Millionen US-Dollar im Jahr 2023	Globaler Marktplatz
Am besten online kaufen	287 Millionen US-Dollar im Jahr 2023	Nordamerikanischer Markt

Wichtige Einzelhandelspartnerschaften

Whirlpool unterhält strategische Partnerschaften mit führenden Einzelhändlern:

• Home Depot: 1,2 Milliarden US-Dollar Jahresumsatz
• Lowe's: 890 Millionen US-Dollar Jahresumsatz
• Best Buy: 675 Millionen US-Dollar Jahresumsatz
• Walmart: 540 Millionen US-Dollar Jahresumsatz

Direktvertrieb über Unternehmenswebsites

Zu den direkten Online-Vertriebskanälen gehören:

Website	Jährlicher Direktverkauf	Produktkategorien
Whirlpool.com	425 Millionen Dollar	Kühlschränke, Waschmaschinen, Trockner
KitchenAid.com	215 Millionen Dollar	Küchengeräte
Maytag.com	180 Millionen Dollar	Wäscherei, Kochgeräte

Autorisierte Händlernetzwerke

Das autorisierte Händlernetz von Whirlpool umfasst:

• 3.200 autorisierte Händler in den Vereinigten Staaten
• 1.750 autorisierte Händler in Kanada
• 2.500 autorisierte Händler in Lateinamerika
• Durchschnittliches Händlerumsatzvolumen: 1,2 Millionen US-Dollar pro Jahr

Mobile und digitale Marketingkanäle

Leistung des digitalen Marketingkanals:

Kanal	Engagement-Kennzahlen	Jährliche Ausgaben für digitale Werbung
Instagram	2,3 Millionen Follower	4,5 Millionen US-Dollar
Facebook	1,8 Millionen Follower	5,2 Millionen US-Dollar
YouTube	650.000 Abonnenten	3,1 Millionen US-Dollar

Whirlpool Corporation (WHR) – Geschäftsmodell: Kundensegmente

Haushalte mit mittlerem bis höherem Einkommen

Durchschnittliches Haushaltseinkommensziel: 75.000 bis 150.000 US-Dollar pro Jahr

Segmentmerkmale	Marktdurchdringung
Einkommensbereich	$75,000 - $150,000
Ausgaben für Haushaltsgeräte	3.500 bis 7.500 US-Dollar pro Jahr
Kaufhäufigkeit	Alle 7-10 Jahre

Professionelle Auftragnehmer

Jährlicher Marktsegmentwert: 2,4 Milliarden US-Dollar für Haushaltsgeräteinstallationen

• Volumen der Bauindustrie: 1,36 Billionen US-Dollar im Jahr 2023
• Kaufkraft des Auftragnehmers: 85.000 bis 250.000 US-Dollar pro Jahr
• Durchschnittlicher Großkauf von Geräten: 12–15 Einheiten pro Projekt

Gewerbliche und institutionelle Käufer

Käufertyp	Jährliche Ausgaben
Hotels	450 Millionen Dollar
Krankenhäuser	320 Millionen Dollar
Universitäten	280 Millionen Dollar

Technikaffine Verbraucher

Marktgröße für intelligente Geräte: 43,7 Milliarden US-Dollar im Jahr 2023

• Besitz vernetzter Geräte: 38 % der Haushalte
• Durchschnittliche Ausgaben für intelligente Geräte: 1.200 bis 3.500 US-Dollar
• Demografische Altersspanne: 25–45 Jahre

Globale Märkte

Region	Marktanteil	Jahresumsatz
Nordamerika	42%	8,3 Milliarden US-Dollar
Europa	28%	5,6 Milliarden US-Dollar
Asien-Pazifik	18%	3,5 Milliarden US-Dollar
Lateinamerika	12%	2,4 Milliarden US-Dollar

Whirlpool Corporation (WHR) – Geschäftsmodell: Kostenstruktur

Herstellungs- und Produktionskosten

Im Jahr 2023 meldete die Whirlpool Corporation Gesamtkosten der verkauften Produkte in Höhe von 20,4 Milliarden US-Dollar. Das Unternehmen betreibt weltweit 55 Produktions- und Technologieforschungszentren.

Ausgabenkategorie	Betrag (2023)
Gesamtherstellungskosten	20,4 Milliarden US-Dollar
Globale Produktionsstätten	55 Zentren
Produktionseffizienzrate	92.3%

Forschungs- und Entwicklungsinvestitionen

Whirlpool investierte im Geschäftsjahr 2023 431 Millionen US-Dollar in Forschung und Entwicklung.

• F&E-Ausgaben: 431 Millionen US-Dollar
• Innovationsschwerpunkte: Smart-Home-Technologien, Energieeffizienz
• Patentanmeldungen: 127 neue Patente im Jahr 2023 angemeldet

Marketing- und Vertriebskosten

Kategorie der Marketingausgaben	Betrag (2023)
Gesamte Marketingausgaben	672 Millionen US-Dollar
Investition in digitales Marketing	187 Millionen Dollar
Kosten des Vertriebsnetzes	514 Millionen US-Dollar

Arbeits- und Personalmanagement

Die Gesamtvergütung für Whirlpool belief sich im Jahr 2023 auf 3,2 Milliarden US-Dollar.

• Gesamtzahl der Mitarbeiter: 69.000 weltweit
• Gesamtarbeitskosten: 3,2 Milliarden US-Dollar
• Durchschnittliche Mitarbeitervergütung: 46.000 US-Dollar pro Jahr

Technologie- und Innovationsinfrastruktur

Kategorie „Technologieinvestitionen“.	Betrag (2023)
Gesamtausgaben für Technologieinfrastruktur	612 Millionen Dollar
Investitionen in die digitale Transformation	276 Millionen Dollar
Investitionen in Cybersicherheit	94 Millionen Dollar

Whirlpool Corporation (WHR) – Geschäftsmodell: Einnahmequellen

Verkauf von Wohngeräten

Im Jahr 2022 meldete die Whirlpool Corporation einen Nettoumsatz von 22,1 Milliarden US-Dollar. Der Verkauf von Haushaltsgeräten machte etwa 80 % des Gesamtumsatzes aus und belief sich auf 17,68 Milliarden US-Dollar.

Produktkategorie	Umsatz (2022)	Marktanteil
Kühlschränke	4,2 Milliarden US-Dollar	35%
Waschmaschinen/Trockner	3,9 Milliarden US-Dollar	32%
Geschirrspüler	2,6 Milliarden US-Dollar	22%
Herde/Öfen	2,1 Milliarden US-Dollar	18%

Kommerzielle Gerätelösungen

Kommerzielle Gerätelösungen erwirtschafteten im Jahr 2022 einen Umsatz von 3,32 Milliarden US-Dollar, was 15 % des gesamten Unternehmensumsatzes entspricht.

• Wäschereiausrüstung für Hotels und Krankenhäuser
• Gewerbliche Kühlsysteme
• Industrielle Küchengeräte

Erweiterte Garantie- und Serviceverträge

Die Einnahmen aus Service und erweiterter Garantie erreichten im Jahr 2022 792 Millionen US-Dollar, was etwa 3,6 % des Gesamtumsatzes ausmacht.

Garantietyp	Einnahmen	Durchschnittlicher Vertragswert
Standardgarantie	312 Millionen Dollar	$85
Erweiterte Garantie	480 Millionen Dollar	$165

Ersatzteile und Zubehör

Der Umsatz mit Ersatzteilen und Zubehör belief sich im Jahr 2022 auf insgesamt 440 Millionen US-Dollar, was 2 % des gesamten Unternehmensumsatzes entspricht.

Angebote für digitale und Smart-Home-Technologie

Smart-Home-Technologie und vernetzte Gerätelösungen erwirtschafteten im Jahr 2022 einen Umsatz von 220 Millionen US-Dollar.

Digitales Produkt	Einnahmen	Wachstumsrate
Intelligente Kühlschränke	98 Millionen Dollar	15%
Verbundene Unterlegscheiben	82 Millionen Dollar	12%
IoT-Appliance-Plattform	40 Millionen Dollar	20%

Whirlpool Corporation (WHR) - Canvas Business Model: Value Propositions

You're looking at the core offerings that Whirlpool Corporation puts on the table for its customers, which is a carefully tiered approach built on a deep industrial history. It's not just about selling a washing machine; it's about selling a specific tier of performance and design for every type of household budget.

The brand portfolio is definitely a key differentiator, spanning the spectrum from ultra-premium to basic utility. This allows Whirlpool Corporation to capture market share across nearly all consumer segments, which is smart when the overall appliance market is projected to be flat to down slightly by three percentage points in 2025.

Brand Tier	Example Brand	Value Positioning
Luxury	JennAir	Luxury, Dynamic, Connected
Premium/Culinary	KitchenAid	Iconic, Culinary-Centered, High-Performing
Core/Family-Focused	Whirlpool	Efficient, Innovative, Family-Focused
Value/Budget-Friendly	Amana	Budget-Friendly, Simple, Hassle-Free

Innovation is where Whirlpool Corporation is trying to outpace the competition, earning a spot on Fortune's 'America's Most Innovative Companies 2025' list for the third year running. They aren't just iterating; they're solving specific, high-value consumer pain points. For example, the Maytag PetPro Laundry System targets a huge demographic, as its specialized cycles cater to the 68% of U.S. households that have pets. On the high end, the JennAir Induction Downdraft Cooktop extracts cooking vapors and odors 5x faster than steam can rise, enabling sleeker kitchen designs. Plus, they're pushing efficiency, with innovations like SlimTech™ insulation reducing refrigerator energy use by 20%. They plan to launch over 100 new products globally in 2025 alone.

You can't ignore the domestic manufacturing base, especially given the trade environment. Whirlpool Corporation is the last-remaining major U.S.-based manufacturer of kitchen and laundry appliances. This positioning is key, as 80% of their major appliance products sold in the U.S. are produced domestically, which lessens the strain from tariffs. While tariffs have raised the average U.S. import rate to 22.5%, management views this as creating a 'net winner' environment for domestic producers. They are backing this up with capital, announcing a $300 million investment in U.S. laundry facilities, which is set to create up to 600 new jobs in Ohio.

The customer experience is being digitized to match modern buying habits. Whirlpool Corporation tailors its digital approach by brand; for JennAir, the focus is curating a high-end experience to drive in-store visits, while for Amana and KitchenAid, the goal is driving online sales. This focus is critical because, by 2024, online sales already accounted for about half of total revenue in the North American household appliance market. They aim for a seamless, personalized experience across all digital touchpoints to maintain consumer trust. That consistency is what builds loyalty.

Finally, there's the inherent value of longevity. Whirlpool Corporation carries over 100 years of industry-firsts, including the first electric wringer clothes washer and the iconic KitchenAid Stand Mixer. This heritage translates into a value proposition of reliability and trust that's hard for newer entrants to replicate. It's a century of knowing how to build things that last, which underpins the entire portfolio, even as they project 2025 full-year net sales of approximately $15.8 billion.

Finance: draft the 13-week cash flow view by Friday, incorporating the projected $500 to $600 million in free cash flow for 2025.

Whirlpool Corporation (WHR) - Canvas Business Model: Customer Relationships

You're looking at how Whirlpool Corporation manages the connection with its diverse customer base as of late 2025, which is a mix of high-volume trade partners and individual homeowners demanding seamless digital journeys. Honestly, the relationship strategy has to be multi-faceted to cover everything from a custom luxury kitchen installation to a warranty claim on a compact washer.

For the dedicated B2B side, serving homebuilders and trade customers, the focus is on professional support and product alignment with construction cycles. While specific B2B revenue is folded into segment reporting, we know that in 2024, close to 90% of Whirlpool Corporation's approximately $17 billion in annual sales occurred in the Americas, which is where much of this trade business resides. The company directs these professionals to specialized resources, such as WhirlpoolPro.com, to help manage that relationship pipeline.

The direct-to-consumer (DTC) experience is heavily digitized, reflecting the industry trend where online sales accounted for about half of total North American household appliance revenue in 2024. Whirlpool Corporation's Small Domestic Appliances (SDA) Global segment saw net sales increase by 6.4% excluding currency in 2024, specifically driven by strong DTC sales and new product introductions. For the flagship domain, whirlpool.com, October 2025 revenue hit US$15m, showing a 10-15% month-over-month growth from September 2025, with a conversion rate hovering between 2.5-3.0% in 2024. This points to an automated, personalized digital commerce experience that is actively driving revenue.

Brand-specific curation is key to segmenting the luxury market. Take JennAir; it continues to hold its spot in the luxury kitchen appliance segment in 2025, focusing on provocative design and smart integration. This curated experience is validated by industry recognition, such as the JennAir® Downdraft Induction Cooktop winning a Best of KBIS 2025 Reviewed Award and a Best in Show Award from The Kitchn. This shows a clear effort to differentiate the high-end offering from the broader portfolio, which includes KitchenAid and Maytag.

Post-sale care, covering customer service and warranty support, is measured by metrics like the Net Promoter Score (NPS), which Whirlpool Corporation uses to gauge consumer loyalty and tailor service solutions. The commitment to after-sales support is evident in their comprehensive Pan-India service network, which emphasizes lasting customer relationships. For context on the scale of the business Whirlpool Corporation is supporting, the full-year 2025 outlook projects total net sales of approximately $15.8 billion.

Community engagement, managed through the Whirlpool Foundation, builds brand affinity and goodwill. Here are some figures showing the scale of their commitment:

Foundation Metric/Program	Value/Amount	Context/Year
Total Scholarships Awarded (Sons & Daughters Program)	Over $18 million	Cumulative total
Current Scholarship Recipients (Sons & Daughters Program)	89	As of May 2025
2024 Employee/Foundation Match for United Way	$4 million	Donations plus match
2023 Foundation Assets	$18 million	IRS Data
2023 Foundation Distributions	$8 million	IRS Data
2024 Manual Washing Machines Distributed (TWMP)	303	Impacted 5,566 people

The Foundation's 2023 Grant Max was $1.9M, while the Grant Median was $6K. This shows a relationship strategy that spans from large-scale corporate giving to targeted support for employee families.

Whirlpool Corporation (WHR) - Canvas Business Model: Channels

You're looking at how Whirlpool Corporation moves its products from its manufacturing and technology research centers to the end-user as of late 2025. The channel strategy is a mix of traditional, high-volume retail and increasingly important direct digital engagement, all underpinned by a strong B2B presence in new construction.

The overall expected top-line for fiscal year 2025 is approximately $15.8 billion in net sales, which represents about a 3% growth on a like-for-like basis over the prior year, following a challenging 2024 where annual sales were around $17 billion. Nearly 90% of the 2024 sales were concentrated in the Americas.

Major appliance retailers and home improvement stores (physical and online).

This remains the backbone for volume sales of major appliances. Whirlpool Corporation relies heavily on established relationships with major U.S. retailers and distributors, who feature their portfolio of brands like Whirlpool, KitchenAid, and Maytag. To be fair, the North American appliance market saw online sales account for about half of total revenue in 2024, meaning the integration of these physical retailers' online platforms is crucial for the company's overall channel health.

Owned brand websites for Direct-to-Consumer (DTC) sales.

The DTC channel, primarily through the flagship whirlpool.com domain, is a growing focus, especially for the Small Domestic Appliances (SDA) Global segment, which saw net sales increase by 7.5% in Q2 2025. For the full year 2024, whirlpool.com generated revenues of $161 million in Gross Merchandise Volume (GMV). The forecast for 2025 projects a modest growth rate of 0-5% compared to 2024 for this online store. In October 2025 specifically, revenues on this domain were reported at $15 million. This digital push helps guide consumers through their purchase journey, offering a seamless, personalized experience.

B2B sales force targeting homebuilders and multi-family housing.

Whirlpool Corporation maintains a high home builder relationship, expecting a recovery in the U.S. housing market-which has a shortfall of three to four million housing units-to be a key benefit. The B2B channel places appliances in new builds. It's important to note that of the major appliance products Whirlpool Corporation makes and sells in the U.S., 80% are built in the U.S., which helps manage tariff-related strains in this segment.

Partner e-commerce sites and omnichannel retail integration.

The company uses its commerce platform as the foundation to manage product information and content consistency across both its owned sites and partner sites. This systematic approach ensures reliable product details, which is critical for a consistent customer experience whether the final transaction occurs online or in a physical store. The SDA Global segment's growth, up 6.4% excluding currency in Q1 2025, was driven by strong DTC sales and new product launches, suggesting partner e-commerce is supporting this momentum.

You can see a snapshot of the scale and recent performance across key segments that feed into these channels:

Metric	Value (2025)	Context/Period
Projected Full-Year Net Sales	$15.8 billion	FY 2025 Guidance
MDA North America Net Sales (Q2)	$2,446 million	Q2 2025
MDA Asia Net Sales (Q2)	$320 million	Q2 2025
SDA Global Net Sales (Q2)	$201 million	Q2 2025
whirlpool.com Annual Revenue (GMV)	$161 million	FY 2024
US-Made Products Sold in US	80%	Percentage of Major Appliances

Kitchen & Bath Industry Show (KBIS) for trade and design professionals.

While specific 2025 attendance figures aren't public, Whirlpool Corporation uses trade channels, like those represented at KBIS, to showcase innovations to builders and designers. For instance, the introduction of the JennAir Induction Downdraft Cooktop technology targets this professional segment by offering powerful extraction and a slim profile that frees up design space. The company's focus on high-end brands like JennAir is geared toward curating a high-end experience that brings consumers into showrooms, often facilitated by trade professionals.

Finance: finalize the Q4 2025 channel revenue reconciliation by next Tuesday.

Whirlpool Corporation (WHR) - Canvas Business Model: Customer Segments

You're looking at how Whirlpool Corporation (WHR) segments its customer base as of late 2025, which is crucial for understanding where they are placing their bets after portfolio streamlining. The company, which reported approximately $17 billion in annual sales in 2024, is guiding for full-year net sales of approximately $15.8 billion in 2025, focusing on core operations in the Americas.

The customer base is clearly stratified across its major operational segments, with performance metrics showing distinct trends for each group as of mid-2025.

The primary customer segments are:

• Major Domestic Appliances (MDA) North America: This remains the largest volume segment, though it faced headwinds. For the second quarter of 2025, MDA North America net sales were $2,446 million, a year-over-year decline of (4.7)%, with the segment EBIT margin at 5.9%. The full-year 2025 outlook for this segment's margin is targeted between 6% to 6.5%.
• Small Domestic Appliances (SDA) Global: Positioned as a high-margin growth area, this segment showed strong top-line momentum. SDA Global delivered net sales of $201 million in Q2 2025, representing a 7.5% increase year-over-year, and achieved an EBIT margin of 17.3%. The full-year 2025 EBIT margin guidance for SDA Global is expected to increase to 15.5%.
• Homebuilders and developers (B2B bulk purchasers): This group represents significant volume potential, though specific revenue figures aren't broken out separately from the MDA segments. Whirlpool Corporation is positioning its business to benefit from the eventual U.S. housing recovery.
• Luxury consumers seeking high-end design and technology (JennAir): This niche targets the premium end of the market, exemplified by innovations like the JennAir Downdraft Induction Cooktop, which features extraction 5x faster than steam can rise. JennAir is a key brand in the portfolio alongside KitchenAid and Maytag.
• Value-conscious and mainstream consumers (Whirlpool, Maytag, Amana): These consumers drive the core volume for the Whirlpool and Maytag brands. Management noted that elevated interest rates caused a negative impact as consumers continued to mix into lower-end products.

Here's a quick look at the recent segment performance comparison for Q2 2025:

Segment	Q2 2025 Net Sales ($M)	YoY Net Sales Change	Q2 2025 EBIT Margin (%)
MDA North America	$2,446	(4.7)%	5.9%
SDA Global	$201	7.5%	17.3%

It's clear that while North American MDA is the volume anchor, SDA Global is delivering superior margin performance as of mid-2025. The company's overall strategy involves managing the inventory reduction and unfavorable domestic sales mix in North America while leaning on growth in SDA and preparing for a housing rebound to benefit the B2B channel.

Whirlpool Corporation (WHR) - Canvas Business Model: Cost Structure

Whirlpool Corporation maintains a cost-driven structure, heavily focused on driving manufacturing and supply chain efficiency to maintain competitive pricing in the appliance sector. This focus is evidenced by ongoing, disciplined cost reduction initiatives.

The structural cost take-out program is a key component, expected to deliver over $200 million in savings for the 2025 fiscal year. For the third quarter of 2025, the company achieved structural cost take out of 100 basis points, translating to approximately $50 million in savings for that period alone. This is part of a continuous effort, following approximately $300 million in cost reductions achieved in 2024.

Capital expenditures are allocated to support organic growth, which includes investments in product innovation and capacity reinforcement. While the outline suggests an approximate $450 million for organic growth CapEx, the latest reported figures show capital expenditures for the first nine months of 2025 were approximately $239 million as of the third quarter, down from $315 million in the prior year period. For context, Whirlpool Corporation invested nearly $1 billion in capital expenditures and research and development combined in 2024.

Sales, General, and Administrative (SG&A) costs are managed alongside investments in digital capabilities. For the three months ended September 30, 2025, total Operating Expenses were reported at approximately $2.02 billion year-to-date. The company is also making significant investments in domestic capacity, such as a $300 million investment in U.S.-based laundry facilities.

Here's a quick look at some relevant financial figures from the 2025 reporting period:

Cost Component/Metric	Financial Amount/Rate	Period/Context
Structural Cost Take-Out Target (FY 2025)	More than $200 million	Full Year 2025 Guidance
Structural Cost Take-Out Achieved (Q3)	Approximately $50 million	Three Months Ended September 30, 2025
Cost of Products Sold (Proxy - H1 2025)	$6,176 million	Six Months Ended June 30, 2025
Operating Expenses (Proxy for SG&A/Operating Costs)	$2.02 billion	Nine Months Ended September 30, 2025 (Year-to-Date)
Capital Expenditures (Q3 Year-to-Date)	$239 million	Three Months Ended September 30, 2025
Net Sales Guidance (FY 2025)	Approximately $15.8 billion	Full Year 2025 Outlook

The cost structure is also influenced by specific segment performance, where the Cost of products sold in the MDA North America segment escalated by 5.4% for the third quarter, partly due to tariff costs. The company is actively working to offset these pressures through operational improvements and new product launches, which are expected to improve the mix.

• Cost discipline is extended globally, with segments like Latin America and Asia showing EBIT growth driven by cost focus.
• The company is funding debt reduction of approximately $700 million in 2025, partly through asset divestitures.
• Digital investment is embedded within the SG&A structure, supporting new product launches and direct-to-consumer momentum.

Whirlpool Corporation (WHR) - Canvas Business Model: Revenue Streams

You're looking at how Whirlpool Corporation brings in cash, which is essential for understanding its valuation, especially given the recent macro pressures. Honestly, the revenue streams are heavily concentrated in a few core areas, which is typical for a large appliance manufacturer.

The company's overall revenue expectation for the full year 2025 is set at approximately $15.8 billion, which management has guided as being approximately flat on a like-for-like basis. This figure comes after the company reported trailing twelve months sales of $15.523 billion in a late 2025 update. For context, the 2024 reported revenue was approximately $16.6 billion.

The primary engine remains the Sale of Major Domestic Appliances (MDA), with North America being the largest single market. While the overall MDA North America segment faced headwinds, with net sales declining by 5% year-over-year in Q2 2025, the business unit is positioned to benefit from a future housing recovery. In 2024, the MDA North America EBIT margin was reported at 6.5%.

The Sale of Small Domestic Appliances (SDA) Global segment is showing resilience and growth. For instance, SDA Global delivered net sales growth of 8% year-over-year in the second quarter of 2025, building on a 6.4% growth rate seen in the fourth quarter of 2024. This growth is being fueled by new product introductions in high-potential categories.

To map out the product revenue contribution, here is a look at the major product categories based on 2024 figures, which clearly shows the concentration:

Product Category	2024 Revenue Amount	Percentage of Total Revenue (approx.)
Refrigeration	$5.1 billion	32.79%
Laundry	$4.58 billion	29.49%
Cooking	$3.94 billion	25.34%
Dishwashing	$1.28 billion	8.21%
Spare Parts and Warranties	$649 million	4.17%

As the table illustrates, Refrigeration products were the single largest product revenue stream in 2024, bringing in $5.1 billion, which represented 32.79% of the total revenue base. This segment is crucial to watch.

Revenue from Spare Parts and Warranties is a smaller, but steady, component. For the full year 2024, this stream generated approximately $649 million. This revenue is recognized over the life of any service-type warranty sold, which goes beyond the standard assurance-type warranty.

You should keep an eye on the segment performance metrics as they inform the overall revenue guidance:

• MDA Latin America delivered solid net sales growth of 4% through strong share gains in Brazil in 2024.
• MDA Asia saw 9% net sales growth in 2024, driven by industry strength and share gains.
• The company generated $462 million in net cash from the sale of its 24% stake in Whirlpool of India in 2024.

Finance: draft 13-week cash view by Friday.