Antonio Merloni SpA in Domestic Electrical Appliances

Company Profile

About This Report

Sep 2009

Antonio Merloni SpA primarily focuses on large kitchen appliances. The company’ core business generating virtually 99% of unit volumes in 2008. Focus on the European market combined with a basic lack of competitiveness has seen the company under-perform the market. Cheap Asian imports and the global economic downturn, coupled with the company’s lack of scale and heavy debt load led it to the verge of bankruptcy in 2008, and its future remains unclear despite a government sponsored bailout from t

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Antonio Merloni SpA in Domestic Electrical Appliances

Euromonitor International's report on Antonio Merloni SpA delivers a detailed strategic analysis of the company's business, examining its performance in the Consumer Appliances market and the global economy.

Company and market share data provide a detailed look at the financial position of Antonio Merloni SpA, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Antonio Merloni SpA.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Antonio Merloni SpA provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Consumer Appliances research team, a dedicated group of analysts that knows the industry inside and out.

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Strategic Evaluation

Key Company Facts
Financial Assessment
SWOT – Antonio Merloni SpA
Key Strategic Objectives and Challenges

Competitive Positioning

Lack of Scale Keeps Company Away from Dynamic Markets
Lack of Scale in Consolidating Market

Market Assessment

New Geographies Limited by Competitive Environment
Large Kitchen Appliances Focus a Solid Foundation for Growth

Category and/or Geographic Opportunities

Ukraine as Base for Pan-european Development
Eastern Europe Forecast Chimes with Company Development
Western Europe Needs Unity
Developed and Restricted Growth in Western Europe
North African Possibilities
Finding a Toehold in Asia Pacific
Tecnogas Brand Equity Needs to be Leverages in Asia
New Refrigeration Opportunities

Brand Strategy

Fragmented Brand Strategy not Helping


Looking for an Escape Route