The globalization of the European white goods market

The increasing development of white goods manufacturing firms, outside Europe, is likely to challenge existing European companies. Some European firms have extended their market into the growing economies, such as in India. It is predicted around six new companies will join the seven predominant firms in the marketplace. Some 70% of the market is controlled by the seven largest companies. A number of companies have successfully served only their domestic market but with the maturing of the markets, and technological developments, they have had to develop a global strategy.