KEY PLAYERS IN THE US HOUSEHOLD APPLIANCE MARKET

#1: HAIER GROUP CORPORATION

• Haier Group Corporation is a publicly listed company in Hong Kong, which has a global presence with 122 manufacturing units.
• It is a leading ecosystem enterprise, with revenue increasing by 10% each year.

COMPANY SERVICES

• It provides high-standard customer service such as home appliances parts that are available separately, and scheduled customer services.
• It also provides eco-friendly smart home services, customized based on customer requirements.
• It provides lifetime service for the users, which is a win-win situation for the company and the users.

REVENUE

•  RMB 183 billion in 2018

EMPLOYEE SIZE

•  77,000+ employees

GEOGRAPHICAL STRUCTURE

• It has a presence in North America, Latin America, EMEA (Europe, the Middle East, and Africa), China, Australia, and Asia.
• About 19.9% of R&D, manufacturing, and sales & marketing are from the US.

BRANDS OWNED

• Haier, Casarte, Leader, RRS.com, AQUA, and Fisher & Paykel.

KEY MARKETING CHANNELS

• Haier Group Corporation has around 66 sales and marketing centers around the world.
• It has integrated global offline/online and social network retail and service operations, with 20,000+ county-level distributors, and 800,000+ microstore owners and also uses e-commerce sites.
• Some stores that sell Haier products are Walmart and Sears.

#2: ROBERT BOSCH GMBH

• Robert Bosch manufactures sustainability home appliances, which save around 59% of water consumption. It enhances the lives of the customers by innovating around nature and has about 900 patents in the home appliance sector.

COMPANY SERVICES

• One of the primary goals of the company is to provide quality products, with no tolerance for minor discrepancies. It also offers award-winning customer service.
• It provides sustainable and live-by-nature innovations, which are helpful for future generations too.
• The company is trying to offer a smarter future by providing Connected Mobility, Connected Living, and Connected Industry.

REVENUE

• In 2018, 23% (€18.06 billion) of the company's revenue was from consumer goods. Its consumer goods are in two parts — power tools and BSH Hausgeräte GmbH, which sells household appliances.
• Revenue of BSH Hausgeräte GmbH was €13.4 billion in 2018.

EMPLOYEE SIZE

• The company has 410,000 associates worldwide in the following four divisions: Mobility Solutions, Industrial Technology, Consumer Goods, and Energy & Building Technology. 19% of the employees are for consumer goods, which is 79,199 associates.
• BSH Hausgeräte GmbH is 100% owned by Bosch Group and has 61,000 employees.

GEOGRAPHIC STRUCTURE

• The company sells units in Europe, the Americas, and the Asia Pacific, with 17% of the total sales from America.

BRANDS OWNED

• Global Brands: Bosch, Siemens, Gaggenau, and Neff
• Local Brands: Thermador, Balay, Coldex, Constructa, Pitsos, Profilo and Zelmer, as well as the Junker and Viva

KEY MARKETING CHANNELS

• The company uses e-commerce sites, sales teams, distributors, and resellers for marketing its products.
• Some dealers in the US are Home Depot and Lowe's.

RESEARCH STRATEGY

1. General Electric Appliances

• GE Appliances designs and manufactures appliances for home applications. The company was founded in 2004 and is headquartered in Louisville, Kentucky. Their products include kitchen and cooking appliances, electronics, air conditioners, washers and dryers, small appliances and water filtration systems.
• The estimated revenue for GE Appliances is 18.4 million and has over 10,001 employees.
• GE Appliances operates through retailers worldwide and has manufacturing facilities in Decatur, Alabama and has wholly-owned subsidiaries in LaFayette, Georgia, and Selmer, Tennessee. GE Appliances also has research & development centers in the U.S., China, Korea and India.
•  Brands under GE Appliance are Monogram, Cafe, GE Appliances, Profile, Haier, and Hotpoint.
• GE Appliances key marketing channels are Facebook and Twitter.

2. Viking Range Corporation

• Viking Range Corporation is an appliance company that manufactures markets high-end, professional-grade appliances, such as stoves, dishwashers, refrigerators, freezers, ovens, blenders, mixers, outdoor grills, cookware. The company was founded in 1987 and is headquartered in Greenwood, Mississippi.
• Viking was acquired by The Middleby Corporation in December 2012.
• The company offers three complete lines of premium appliances including cooking, ventilation, kitchen clean-up and refrigeration, as well as various outdoor appliances.
• The estimated revenue for Viking Range is 250.27 million and there is between 1,001-5,000 employees.
• Viking has distribution partners in the US and Canada. Viking planning to extend its global reach by expanding the company's international distribution channels. This will be done by leveraging Middleby Worldwide Distribution to increase its own global service and sales force in more than 40 countries.
• The key marketing channel used is Twitter 

3. Thermador

• Thermador is part of BSH Home Appliances Corporation which is a fully owned subsidiary of BSH Hausgerate GmbH- the second largest appliance manufacturer in the world. The company was founded in 1916 and is based in Irvine, California.
• The Thermador brand specializes in kitchen appliances such as ovens, ranges, cook tops, refrigerators, and dishwashers.
• The company has an estimated revenue of 9.5 million and has over 10,001+employees.
• Thermador brand falls under BSH Home appliances Corporation. Other brands include: Bosch, Pistos, Zelmer and Profilo.
• BSH Home Appliances serves North American consumers. The products are made in the US at its plants in North Carolina and Tennessee.
• Thermador key marketing channels are Twitter, Instagram, YouTube, and Facebook,  

Research Strategy

KITCHEN GADGETS TOP PLAYERS

• A company under Helen of Troy, OXO is a leading producer of household tools, designing, manufacturing, and marketing consumer products and appliances. The company offers a wide array of products including wine accessories, mugs, graters, pizza tools, thermometers, garlic and herb tools, colanders and much more.
• The annual revenue of OXO is $28.5 million.
• The staff size of OXO International is between 1,001-5,000 employees.
• OXO offices are present not only in the US, but also in the UK, Germany, and Japan.
• Existing brands under OXO International include OXO.
• In 2016, OXO launched its largest advertising strategy since 1996. OXO is seen to use integrated campaigns with advertising through digital, audio, influencer and paid social media means. This was a new strategy employed by the company to steer away from the reliance on retail promotional discounts.

• Launching as the Garlic Machine, the focus of Chef’n Corp is to make better tools so that consumers can make better food. They are a leading housewares group providing innovative and fun products for sale through retail category leaders. Some of their products include kitchen gadgets, kitchen tools, measuring and baking equipment, grinders, cleaning utensils, strainers and steamers, and much more.
• The annual revenue for Chef’n Corporation is $17 million.
• Chef’n Corp has between 51-100 employees employed in the company.
• In 2014, Chef’n went international, opening an office in China.
• Some brands under Chef’n Corporation include Chef’n, Vibe, Pop Top, Fresh Force, Garlic Zoom, and more.
• Chef’n Corp uses avenues of digital, audio, social media, and influencer for the marketing of their products. Utilizing social media platforms such as YouTube, Instagram, and Facebook, as well as manipulating their appearances in blogs and magazines. Chef’n Corp is a step above in advertising.

• Established in their belief in the food processor, Cuisinart is a full-service culinary resource with products that are favored by chefs and consumers. Cuisinart is now seen to supply consumers with items including mixers, waffle makers, blenders, food processors, and much more.
• The annual revenue of Cuisinart is $35 million US.
• Cuisinart has an employee size of 1,001-5,000 persons.
• Cuisinart allows you to purchase internationally online and are offered in many international retail locations. However, no other office exists for this company outside of the US.
• Some of the brands existing under Cuisinart include Cuisinart, Green Gourmet, and Cuisinart Advantage.
• Cuisinart is seen to utilize methods of digital, video, audio, and social media advertising strategies to market their products.
• Comments made by the director of marketing communications of Cuisinart in the past spoke of the business using data analytics in their marketing strategy. By focusing on the conversation of consumers surrounding the brand, Cuisinart can make informed decisions and changes.

RESEARCH STRATEGY

CUISINART

• Cuisinart manufactures innovative culinary equipment and appliances. It was founded in 1971 and is headquartered in Stamford, Connecticut. Its products include air fryers, bakeware, blenders, coffee and espresso makers, cookware, countertop cooking appliances, food processors, indoor and outdoor grills, ice cream and sorbet makers, juicers, hand mixers, and microwave ovens.
• Cuisinart has 1,001-5,000 employees.
• The company doesn't have any additional brands but it has its signature Griddler line (nonstick grill and panini press), bridal registry program, sparkling beverage makers, a baby product line and online recipe widget.
• Cuisinart is owned by the Conair Corporation, which is headquartered in East Windsor, New Jersey. Conair maintains sales and marketing offices in Stamford, Connecticut, as well as distribution centers in the United States, France, Germany, the Pacific Rim, Canada, Mexico, and the United Kingdom.
• Cuisinart products can be purchased through retailers, both online and in-store, globally.
• Cuisinart has $35M in estimated revenue annually.
• The online social media marketing channels used by Cuisinart include Facebook, Twitter, Instagram, YouTube, and LinkedIn.

BREVILLE

• Breville produces innovative kitchen utensils like the espresso and Nespresso machines, cookers, juicers, food processors, immersion blenders, mixers, ovens, etc. Breville also offers parts and accessories of these utensils and recipes.
• Breville's revenue for 2018 was $652.3M.
• Breville's number of employees is between 251-500.
• The company’s main brand is Breville and is sold in over 50 countries worldwide. Breville's headquarters are located in Sydney, Australia. In Australia and New Zealand, the Breville Group trades under its company-owned brands which are Breville, Kambrook, and Ronson.
• In North America, the group distributes its products under the Breville brand through premium channels and its own online retailing platform. In the Asia Pacific region, the Middle East, and South America, the Group markets its products under the Breville brand using local third-party distributors supplied via its Hong Kong office. In Europe, the Group has several partners who market Breville’s products under their own brands.
• The online social media marketing channels used by Breville are Facebook, Twitter, Instagram, and YouTube.

OXO

• OXO's parent company is Helen of Troy and is a leading producer of household tools, including kitchen, and cleaning and home organization products.
• OXO has 127 employees across its headquarters in New York, Pennsylvania, the United Kingdom, Japan, and Germany. There are 97 in their New York City headquarters.
• The OXO brand includes Brew, Good Grips, OXO On, Tot, and SteeL.
• Revenue for the year ending in February 2019 for housewares with OXO's parent company was $523B. The housewares segment is made up of OXO, Good Grips, Hydro Flask, SoftWorks, and Tot.
• The online social media marketing channels used by OXO are Facebook, Twitter, Instagram, and YouTube.

SAMSUNG

• Samsung USA services and products include devices and appliances like refrigerators, microwaves, smart home devices (e.g., Galaxy Home, SmartThings WiFi), televisions, home theater systems, mobile phones, computers, laptops, and tablets, LED lighting, security and monitoring systems, and watches.
• Samsung USA has its headquarters in Ridgefield Park, New Jersey.
• Samsung's global revenue was $221B in 2018.
• The online social media marketing channels used by Samsung are Facebook, Twitter, Instagram, and YouTube.
• Samsung has 20,000 employees across 46 states in the United States.
• Samsung geographical structure in the United States includes Los Angeles, California; Bellevue, Washington; Bentonville, Arkansas; Greenville, South Carolina; Atlanta, Georgia; Washington, DC; New York, New York; Edina, Minnesota and Richardson, Texas.
• Samsung Global has numerous subsidiaries and affiliates.

LG

• LG offers mobile, TV/audio/video, kitchen, laundry, appliances, computers, and solar products.

• The company also offer support services, such as repair and business support services.

• The annual revenue of the company is $54.4 billion.

• The company has over 70,000 employees.

• LG Electronics operates an advanced corporate governance structure that comprises a professional administrator and a Board of Directors.

• The geographic structure of the company is divided into different categories such as the audit committee, outside director candidate recommendation committee, and management committee.

• Existing brands under LG include LG Signature and LG ThinQ.

• LG Key marketing channels include television, magazines, newspapers, and internet.

• The company also focus on giving special discounts to retailers and distributors.

ELECTROLUX

• Electrolux offers kitchen, laundry, home care, and SDA products.

• The company also offers home care services, such as repair services and business support services.

• The revenue of the company is $658 billion.

• The company has over 54,000 employees.

• Electrolux operations are divided into five business areas, which comprises six sectors and a total of 25 product lines."

• There are five group staff units that support all business sectors: Finance, Communications, Branding, Legal Affairs, and Human Resources and Organizational Development."

• Electrolux has eight strategic brands.

• The company brands are AEG, Electrolux, Eureka, Frigidaire, Electrolux Grand Cuisine, Molteni, Westinghouse, and Zanussi.

• The company relies heavily on retailers who help distribute her products to consumers using various outlets such as retail stores, supermarkets, hypermarkets, and shopping malls.

• Electrolux also sells her products through its online sales platform.

HAMILTON BEACH BRAND

• Hamilton Beach Brand offer small kitchen appliances and support services.

• The annual revenue of the company is $740.7 million.

• The staff size of Hamilton Beach Brand is between 1,001-5,000 employees. 

• An image of the geographic structure of the company can be accessed here.

• Some of the brands existing under the company include Hamilton Beach, Electrics, Proctor Silex, and TrueAir.

• Hamilton Beach Brand focus on e-commerce channel like digital marketing channels (e.g., selling products and services mainly online).

KEURIG

• Keurig company is a leading coffee and beverage company in the United States. The company's products include coffee, flavored soft drinks, teas & water, and juice, juice drinks & mixers.

• The annual revenue of the company $11 billion.

• The company has over 25,000 employees.

• The company uses functional or geographic structure due to the highly centralized management decision process as well as the company's presences across the globe.

• The organization is divided into US operation and European operation with functional subordinates.

• Existing brands under the company include Keurig, Dr.Pepper, Green Mountain Coffee Roasters, Canada Dry, Snapple, Bai, Mott's, and The Original Donut Shop.

• Keurig uses music apps, email, and ads on products as their primary marketing channels.

Market Size

• The market size of kitchen gadgets is growing in the United with an increase in dollar sales of gadgets by 10% from September 2014 to September 2015, compared to the prior 12 months. This implies a sale of about 305 million gadgets in the United States for the same period.

• According to Mintel Research, about £976 million ($1.187 billion) would be spent on kitchen gadgets in 2016.

• In 2017, US retail sales of kitchen gadgets and tools amounted to approximately $1.2 billion.

• From Statista, US sales of kitchen gadgets and tools were as follows:
• $1.03 billion in 2010
• $1.05 billion in 2011
• $1.06 billion in 2012
• $1.07 billion in 2013
• $1.10 billion in 2014
• $1.116 billion in 2015
• $1.19 billion in 2016
• $1.20 billion in 2017

Past & Predicted CAGR

• The CAGR of the market for the past 2-3 years (2017-2019), using an online CAGR calculator and the above market data, was 2.06%.

• The predicted CAGR of the market for the next 2-3 years (2019-2021) using an online CAGR calculator, is approximately 27.06%.

Research Strategy

Market Size of the US Household Appliances Market

• The market is expanding at a significant rate due to the growing popularity of induction cooking technology. This technology is becoming more popular because of high fuel prices and a shift in consumer lifestyle.
• According the Grand View report, there is a growing number of nuclear families across the US, which has increased the dependence of users on the household devices.
• The cooking range, cooktop, and microwave segment accounted for the largest market share of 27.8% in 2016. This segment is further expected to grow at a modest rate of 3.3% between 2017 and 2025.
• In terms of distribution channels, the market is divided into brick & mortar segment (which include electrical & electronics retailers, hypermarket, supermarket, discount stores, variety stores, department stores, and general merchandisers), and the e-commerce segment.
• The brick & mortar segment accounted for the largest market size in 2016 and is projected to grow to $51.47 billion by 2025. On the other hand, the e-commerce segment is forecast to grow at a higher CAGR of around 9% over the forecast period.
• The North American market, which mainly comprise the US and Canada, is projected to show substantial growth between 2019 and 2026 due to the development of various innovative appliances and technological advancements.

Key players

• Key players in the US household appliances market are AmicaWronki S. A, Arcelik A. S, Candy Group, Defy Appliances (Pty) Ltd, and Electrolux AB.

Research Strategy