hite Consolidated Industries., Inc., in Cleveland, Ohio (Hoover's, 1996, 205).
European operations are handled through Electrolux's own name or a number of brand name subsidiaries. For instance, the name Electrolux Wascator refers to Electrolux's product lines in commercial laundry equipment. Granges is Electrolux's European subsidiary that produces extruded aluminum products. Other pan European brand names that specialize in white goods are AEG Hausgarate (German) and Zanussi (New markets, 1997).
Electrolux has expanded its white goods manufacture and sales through the acquisition of Lehel in Hungary and all major central and eastern European countries. In Poland a joint venture is under way with Myszkow Enamalware Works, Swiatowit S.A. (washing machines) and production of leisure appliances (gas cookers/grills) has begun in the Czeck Republic and Slovakia (New markets, 1997).
AB Electrolux has also expanded into ASEAN countries, Russia China, Brazil, Egypt, India, Indonesia, and Costa Rica. Almost all the products scheduled for manufacture in these countries are joint ventures dealing with white goods, local manufacturing and Electrolux expertise (New markets, 1997).
There is not a 100% description of AB Electrolux's place within the white goods/compressor/consumer goods industry. The term oligopoly best defines Electrolux's niche. An oligopoly refers to a market situation in which the effective control of a market is exercised by a limited number of competitive sellers.
While twenty to thirty other companies compete for market share in all of Electrolux's major markets (Europe and the U.S.), most are only competing on a limited product basis (Hoover's, 1996, 205).
In the area of white goods on a commercial or household basis, Electrolux either controls or competes very favorably for major market share around the world. Electrolux bills itself as the world's leading producer of laundry and kitchen eq...