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An overview of the regions US, Latin America, Europe and Asia:
The US market:
• World’s largest home appliance market
• Highly consolidated, there are only four players
• High saturation level of the market, therefore limited growth opportunities.
• Focus should be on cost reduction, productive efficiency, and product quality as well as product innovation.
• Focusing primarily on replacement purchases and purchases for new housing development.
The European market:
• Market structure is in a trend to become more concentrated.
• Mature market with a high concentration rate (70% market share for the five largest firms)...
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