The European major domestic appliances industry experienced significant changes over the past decades. The population increased its purchasing power and home appliances became a must-have for many households. In addition to the commoditization process, Western manufacturers had to face an always more unfavorable business environment due to stronger regulations and massive investments required. To complete the picture, the coming of new aggressive players from the East gave hard time to Whirlpool EMEA, already dealing with a high internal complexity. Inevitably, the past years have been particularly difficult for the company, which saw its profits shrinking and coffers suffering. The objective of this thesis is therefore to identify the right lever to help Whirlpool EMEA rise its margins and start being competitive again.