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Executive Summary

Kleenmaid St George is an Australian company that began on the Sunshine Coast in 1987 and quickly gained advantage in the market through offering better service than its competitors, and providing quality products. Main competitors of Kleenmaid are LG, and Fisher & Paykel, with Miele occupying top position at the high end of the white goods market. The bottom end (the mass market), and the majority share of the market, is occupied by the big Electrolux Group, which owns many brands. Kleenmaid is a manufacturer, importer and distributor of white goods appliances. It imports high quality products which it sells from fully franchised Kleenmaid stores. It provides sales and after-sales service for these products. There is a vacancy for the service positioning peak, and Kleenmaid could achieve this through adjustments to its marketing strategy, including re-branding its personality to compete with luxury European brands. Kleenmaid needs to review its marketing......

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Approximate Word Count: 3411
Approximate Pages: 14 (250 words per double-spaced page)

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