Whirlpool is transforming into a completely customer-centered company where the customer lies in the core of every of our functions. This focus has arrived as direct consequence of our core competency of customer excellence. It allows us to build Customer Loyalty. The transformation is made up of five elements:

	Market leadership through customer loyalty
	Innovation
	Diversity with inclusion and core competencies
	Passion for customer excellence
	Operational excellence

The elements of the transformation hold the promise of making Whirlpool a growing company and thereby increasing value for our shareholders. The five elements are the basis for describing our strategy internally and guide the development of our plans and initiatives.

Whirlpool has swiftly moved from being a World Class Manufacturer to a World Class Marketer using the brand-building framework. We are dedicated to creating unique branded solutions that build customer loyalty and achieve brand excellence.