The Maytag Corporation is an American wholesaler and home appliance brand owned by Whirlpool Corporation following the Maytag acquisition in April 2006.
Video Maytag
Company history
The Maytag Washing Machine Company was founded in 1893 by businessman Frederick Maytag. In 1925, Maytag washing machine company became Maytag, Inc. In the early 1930s, photographer Theodor Horydczak took pictures of plants and some of his workers. During the Great Depression of the 1930s, the company was one of the few that actually made a profit in subsequent years. In 1938, Maytag provoked a strike by company workers for a 10% salary deduction. The company was able to defeat the strike because of the intervention of four military companies, including the machine-gun company, of the 113th Cavalry Regiment, the Iowa National Guard. On the death of his father in 1940, Fred Maytag II, the grandson of the founder, took over the presidency. During World War II, companies participated in the production of war by making special components for military equipment. In 1946, the production of washing machines continued; in 1949, the first automated washing machine was produced in a new, dedicated plant. In 1946, Maytag began to market a range of separate ranges and refrigerators made by another company under the name Maytag. During the Korean War, the company again produced components for military equipment, although the production of washing machines continued.
During the 1950s, the 'white goods' industry, or laundry and kitchen utensils, grew rapidly. Maytag first entered the commercial laundry field today, manufacturing washing machines and dryers for commercial self-service laundries and commercial operators. In response, other full-line equipment manufacturers began to compete with Maytag in the white goods market. These include 'full line' manufacturers like Whirlpool, General Electric, and Frigidaire, which build not only washing machines and dryers, but also refrigerators, stoves, and other appliances. Since Maytag is much smaller than a full-line manufacturer, the company decided to limit itself to the manufacture of washing machines and dryers, in addition to the marketing and refrigerator ovens built by other companies, as small producers, premium brands. The company exploits its reputation by renaming its corporate address in Newton, Iowa, "One Dependability Square."
By 1960, Maytag had stopped marketing ovens and refrigerators, but then began once again expanding into kitchen appliances with its own design of portable dishwashers and a row of food-waste plugs. After the death of Fred Maytag II, the last family member involved in corporate management, E. G. Higdon was appointed president of the company, with George M. Umbreit becoming chairman and CEO. By the late 1970s, more than 70 percent of US households were equipped with washing machines and dryers, and with some 18,000 employees worldwide, the company was established as the dominant manufacturer of large laundry equipment. After the company acquired Magic Chef, Inc., in 1986, a move that almost doubled its size, the company acquired a new company name, Maytag Corporation.
In 1989 Maytag acquired the Chicago Pacific Corporation. Chicago Pacific Corporation has Hoover US and Hoover UK as well as Thomasville Brand Furniture. Maytag quickly sold the Thomasville Furniture brand. Maytag Corporation, led by Chairman Daniel Krumm, then plans to make Maytag a worldwide organization. The English section of Hoover is to help Maytag expand to Europe. Hoover UK does not do well financially and offers customers a round-trip ticket anywhere if they buy a vacuum. This campaign cost $ 50 million to complete. Furthermore, Maytag sells Hoover UK. This is a major setback for Maytag's amount of cash and thereby initiates a downward spiral financially.
In 1991 Maytag built a new plant in Jackson, Tennessee, for the manufacture of a newly designed plastic dishwasher. Plastic tub was developed in Newton, Iowa, but in 1996, Engineering was moved to Jackson because Mr. Len Hadley, president of Maytag Corporation, wants the plant to be self-sufficient. This engineering team engineered Stainless Steel Dishwasher, High Plastic Tub and Tall-Tub Stainless Steel products. This technique developed rapidly with the Double Drawer dishwasher currently manufactured in Findlay Ohio at Whirlpool Plant, the only Maytag heritage product built in the Whirlpool Appliance series. Jackson's factory evolved into an efficient manufacturing facility that can build thousands of dishwashers every day on multiple lines. This plant is the most efficient plant and is characteristic for other facilities. The whirlpool closes this plant. In 1997, Maytag Corporation purchased G.S. Blodgett Corporation. Blodgett makes an oven for Major Pizza companies at the time of this purchase. Maytag looks at the Turbo Chef line they have been working on until this point.
Prior to 1997, the Maytag engineering team, at the Maytag Laundry Appliances Research and Development, developed the Maytag Neptune's front load washer. Suitable dryers are introduced to accompany the new washing machine. The company claims that Neptune's new model saves energy costs compared to traditional washer/dryer. The production line of Neptune is then transferred to Samsung Electronics. In 2001, the company acquired Amana Corporation and its equipment assembly facility. In the same year, Ralph F. Hake became the last chairman and chief executive officer (CEO) of Maytag Corporation, serving at the post until March 2006. Once renowned as the standard for laundry equipment, in 2003 the company faced increasing competition from new tools. brand in the US market, as well as from existing tool manufacturers who have outsourced production a decade earlier to reduce costs. While Maytag began the process of switching production equipment to low-cost assembly plants outside the United States, in 2004 the company still produced 88 percent of its products in older factories in the US. In a clear step from the traditional corporate marketing strategy, the company's management decided a plan to stimulate consumer purchases of new Maytag equipment before their old equipment was damaged.
Costs incurred in Maytag's acquisition and Amana's integration and rising corporate debt burden led to aggressive internal cost-cutting efforts in direct materials, manufacturing, and distribution costs. Maytag introduces a range of value-added tools under a separate label, Performance by Maytag . To increase sales, the company also markets the Maytag brand's 'Legacy Series' washing machine that was previously synonymous with the low-end Amana model, and was built at Amana's previous assembly plant in Herrin, Illinois. The renamed Maytag model, which was later called Amanatags by dissatisfied owners, received poor customer reviews after reports emerged of major mechanical and/or endurance problems. The company also consolidates warehouse operations and cuts the number of Maytag vendors. Between 2002 and 2004, Maytag's management cut its new product investment by 50%.
Improved mix of consumer complaints about product reliability and customer service, aided by the rapid growth of Internet consumer forums, began to affect the company's reputation with customers. The company is also slow to react to customer complaints about its line of washer and dryer Neptune (labeled Stinkomatic by dissatisfied customers as they will become moldy in a way that can not be easily cleaned) , which resulted in further damage to the company's reputation and payment of $ 33.5 million to resolve several class action claims arising from the Neptune issue. In 2005, Maytag's market share declined to all-time lows, flat sales, and customer satisfaction surveys put Maytag near the bottom of the tool. Problems with the Neptune line continue; in 2007, 250,000 Neptune washing machines became part of a national safety withdrawal by the Consumer Product Safety Commission due to fire hazards.
In 2005, Haier seeks to expand its overseas market share by acquiring OEM white goods competitors and by expanding its overseas production capacity. With the support of two US private equity funds, Haier bid to acquire US tool maker Maytag for $ 1.28 billion. Bids failed and Maytag was bought by Whirlpool for $ 1.7 billion.
On April 1, 2006, Whirlpool completed the acquisition of Maytag Corporation. In May 2006, Whirlpool announced plans to close Maytag's headquarters in Newton, as well as a laundry-making factory in Newton, Iowa; Herrin, Illinois; and Searcy, Arkansas in 2007. After the closure of Maytag's headquarters, all of the brand administration was transferred to Whirlpool headquarters in Benton Harbor, Michigan. The name Maytag will now be used on Whirlpool designed equipment. Most of Maytag's employees were dismissed, but some were offered jobs at Whirlpool. The board of directors of Maytag all received severance pay for five years. Former Maytag chairman and CEO, Ralph F. Hake, receives two years' basic salary and a two-year target bonus under his severance agreement.
On January 1, 2009, Maytag (under the ownership of Whirlpool Corp.) changed the lifetime benefits of a Maytag retiree. There is a pending lawsuit in Southern District Court of Iowa where Whirlpool has requested permission to change the UAW offer's profits. The questionable benefits then change despite the settlement of the lawsuit.
Chronology
Maps Maytag
Owned brands
- Admiral
- Amana
- Calories
- Dynasty
- Gaffers & amp; Sattler
- Glenwood
- Hardwick
- Holidays
- Inglis
- Jade
- Jenn-Air
- Litton
- The Magic Chef
- Master Menu
- Modern Helper
- Norge
- Sunray
Products
In great devices, Maytag is among the top three companies in the North American market, offering a full line of washing machines, dryers, dishwashers, stoves, refrigerators and ranges under the Maytag, Jenn-Air, Amana, and Magic Chef brands. Maytag is also used to manufacture top load laundry for Crosley until Maytag mergers with Whirlpool.
Maytag sells some small appliances including cordless iron under the Maytag brand, mixer and blender under Jenn-Air, the company also sells popular home-vending products Skybox and Rookie.
In care on the floor, Maytag has a Hoover brand, a market leader in North America, and a floor treatment brand with the highest consumer recognition and purchase preferences.
In commercial products, Maytag has Dixie-Narco, a leader in cold soft drinks and specialty vending machines as well as Jade cooking products and commercial cooking products Amana.
Maytag has a presence in markets around the world, including sales operations in Mexico, the UK, Japan and Australia. Export sales and corporate marketing, brand licensing, and international joint ventures are coordinated by Maytag International in Schaumburg, Illinois.
Maytag International
In 1988, DOMICOR was established as an international division of the Maytag Company and in 1992 became Maytag International, Inc. which ultimately includes all Maytag businesses around the world including Maytag Australia, Maytag Japan, Maytag Commercial (Mexico), and Maytag UK.
Maytag International, based in Schaumburg, Illinois, handles the company's sales, licensing and business equipment business and floorcare brands in overseas markets as well as administrative support for international sales organizations. This network is extended to more than 70 countries worldwide.
Maytag International is responsible for the export sales and licensing of the company's floor appliances and joint venture brands in overseas markets. This network extends to more than 90 countries worldwide. The main office is located in Chicago with major branches in Burlington, Ontario (Canada), Monterrey (Mexico), Sydney (Australia), and London (UK) and regional sales offices in Beirut (Lebanon) and Yokohama (Japan).
Manufacturing factory
In 2008, Maytag, at present a division of Whirlpool Corporation, has 14 factories throughout the United States and Mexico. These include:
- laundry making factory in the US: in Newton, Iowa; Herrin, Illinois; and Searcy, Arkansas; and in Mexico: Ciudad JuÃÆ'¡rez, Chihuahua.
- a refrigeration factory in Amana, Iowa (built by Amana Corporation, which was later acquired by Maytag) and Reynosa, Tamaulipas
- cooking manufacturing plant in Cleveland, Tennessee (former Magic Chef/Hardwick factory)
- dishwashing factory in Jackson, Tennessee
- vending factory in Williston, South Carolina
- Care facility maintenance center in Canton, Ohio
- a sub-assembly manufacturing plant in Reynosa, Tamaulipas
Over the following years, Whirlpool closed the Maytag plant in Newton, Iowa; Herrin, Illinois; Searcy, Arkansas; and Jackson, Tennessee. The Hoover floor treatment plant in Canton, Ohio was sold to Techtronic Industries, and the Dixie-Narco vending machine plant in Williston, South Carolina was acquired by Crane Merchandising Systems. (Techtronic and Crane acquired the crops when they acquired the Hoover and Dixie-Narco brands, respectively).
The currently operating Maytag plant is located in Cleveland, Tennessee, and Amana, Iowa. *
- Whirlpool has since created a new factory in Cleveland. While holding on to Maytag's legacy workforce, the legacy building is no longer in use.
Ol 'Lonely
Ol 'Lonely, or "the lonely repairman," is a character in the Maytag ad, made for Maytag by copywriter Vincent R. Vassolo from advertising agency Leo Burnett. His character was originally played by Jesse White, who retained his role until 1988. At a time when the laundry equipment of the major producers had reached maturity, differing largely in small details, the campaign was designed to remind consumers of the perceived value added in Maytag Products derived from brand reputation to be reliable. Maytag's ad says "Ol 'Lonely Difficulties is a testimony to the durability and reliability of Maytag's equipment, now if only he had something to do with his days." The campaign proved to be a great success, allowing Maytag to set substantial premium prices, as well as greatly affecting consumer preferences on the higher end of the laundry equipment market.
In 1986, service repairers joined Newton, a basset dog named for Maytag's headquarters in Newton, Iowa. In 1989, character actor Gordon Jump first appeared as Ol 'Lonely in the advertisement "Biker." In total, Jump appears in more than 77 Maytag ads and print ads. She makes appearances on shows for employees and customers and is also actively involved in several philanthropic and charitable causes. Ironically, a former Maytag repairman was punished for making repairs and claiming fees.
Actor Hardy Rawls was hired to play Ol 'Lonely after Jump's retired in 2003, though he only appeared in print ads and personal appearances. Gordon Jump died two months later on September 22, 2003. In French-speaking Quebec, Ol 'Lonely was played by Paul Berval. For a period of time Maytag gave Ol 'Lonely a younger sidekick character known as' Maytag Apprentice', played by actor Mark Devine. However, in 2005 Maytag canceled his contract. Maytag also chose not to renew Rawls's contract, instead of holding an open audition. Colt reserve midfielder Indianapolis Jim Sorgi was among those who auditioned. On April 2, 2007, Maytag announced that Clay Earl Jackson of Richmond, Virginia had been selected to fill the role of Ol 'Lonely.
By the end of the twentieth century, the character of the "Maytag repairman" had become an iconic metaphor for a professional whose service rarely needed. However, times are changing, and events in Maytag and inside the industry begin to reduce the effectiveness of the long-lived Maytag-repairman campaign. Consumer demand for electronically controlled, expensive, and increasingly complex electronically and computerized equipment, coupled with higher labor costs and complaints about Maytag's product quality and service, affected Maytag's sales decline and profit margins. In 2004, Maytag's repairman character has become some of the misguided consumer symbols of trust in an aging marketing campaign. As one commentator put it, "Unfortunately things change a lot, and, after some great quality hiccups, is now a Maytag seller lamenting his loneliness, Maytag's reputation has fallen down with top class lawsuits and many quality complaints." As a partial result of Maytag's quality problems, the company reported a loss of $ 9 million in 2004, according to Industrial Week .
In January 2014, Maytag announced the 'Generation Five' from Maytag Repairman, currently played by Colin Ferguson. However, instead of an ad showing a repairman waiting around his store to get the Maytag tool, he plays a part of the actual tool.
See also
- Maytag Toy Racer Car
References
External links
- Maytag
- The Maytag Corporation (Archive) website
- DLS Maytag Australia
- Maytag.Moscow
Source of the article : Wikipedia
0 Comments