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Miele Case Essay

464 words - 2 pages

Miele - Jolanda

PP1 – Good afternoon ladies and gentlemen, thank you for having us, and we are presenting the Miele case study. I am Jolanda, this is Peter, and the rest are Hongyi and Nicole. So does anyone know about Miele?

PP2 –Miele is a global premium brand which produces domestic appliances and commercial machines in the field of laundry care, dishwashing and disinfection. It was set up in 1899 and it is family owned by Mr Miele and Zinkann.

PP3 – Today`s agenda is:
• What are the key resources that have made Miele a successful company so far? Which of these are marketing assets?
• Miele are now facing more and more competition in a changing market. Do their resources provide them with a sustainable ...view middle of the document...

These can be placed under each category, as marketing asset – PP5.

A strong relationship with its customers and the brand represent for them guarantee of quality, reliability and durability. This concept is in the corporate philosophy of “Immer besser” (forever better). Some key resources that have contributed to building this image are:

The Country of Origin (Germany): a leader in High quality products, R&D and innovation. Miele sets itself aside from its competitors by deciding to make most of its components in its own plants in Germany, rather than in manufacturing low-cost countries. - Machines
The Brand: synonymous of high quality, Miele is the only brand name used. This comes from the management’s decisions to have just one universal quality standard for all the products, instead of a range of different brands which may indicate inferior quality and price.
In addition, the company shows itself to be sensitive to environmental issues and committed to reducing the environmental impact using the best environmentally friendly technologies. From a customer perspective, the appliances that the company products have special eco programs that deliver energy savings up to 50%.
Another of the company’s strengths is its blend of isolated mechanisms that it has developed over the years, such as its corporate culture and market orientation and strong know-how from the experience gathered in over 100 years in the sector. All this factors brought the Company to build a strong distribution network in Europe and the rest of the World and they are leader in

So are these key resources sustainable competitive advantages? I hand over to Peter.

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