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  • Miele Case Study

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    Norhan Ayman
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    Miele has achieved success through a focus on high quality, innovative, and sustainable products that meet consumer needs. Key resources that provide competitive advantages include the Miele brand reputation, technical skills, research and development capabilities, intellectual property, and an emphasis on fair treatment of employees and environmental protection. While Miele faces increased competition, strategic use of existing resources in marketing and innovation could help maintain advantages. However, high production costs may become a challenge, which Miele could address through technology improvements to reduce costs while retaining quality and sustainability standards.

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    Miele has achieved success through a focus on high quality, innovative, and sustainable products that meet consumer needs. Key resources that provide competitive advantages include the Miele brand reputation, technical skills, research and development capabilities, intellectual property, and an emphasis on fair treatment of employees and environmental protection. While Miele faces increased competition, strategic use of existing resources in marketing and innovation could help maintain advantages. However, high production costs may become a challenge, which Miele could address through technology improvements to reduce costs while retaining quality and sustainability standards.

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    410 views2 pages

    Miele Case Study

    Uploaded by

    Norhan Ayman
    Miele has achieved success through a focus on high quality, innovative, and sustainable products that meet consumer needs. Key resources that provide competitive advantages include the Miele brand reputation, technical skills, research and development capabilities, intellectual property, and an emphasis on fair treatment of employees and environmental protection. While Miele faces increased competition, strategic use of existing resources in marketing and innovation could help maintain advantages. However, high production costs may become a challenge, which Miele could address through technology improvements to reduce costs while retaining quality and sustainability standards.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 2

    Miele Case Study, Family tradition in domestic

    partnership
    Analysis and Evaluation 2 (BMAM 52301)
    Under Supervision of: Dr. Mohamed Kesseba
    Submitted by: Norhan Ayman
    Date: 24/11/2020
    1

    1- What are the key resources/capabilities that have made Miele a successful company so far? Which
    of these are marketing assets?
    The key resources that have made Miele successful are a mix of tangible, intangible and organisational
    capabilities. In particular, the company is oriented around the customer and their consumption habits and
    focuses on providing higher quality, more innovative, and “greener” products than their competitors,
    responding and forecasting consumer needs. They have innovative market capabilities; these capabilities
    summarize in company 4Ps. So the key resources can be divided into physical, reputational, organisational,
    financial, intellectual and human, and technological. These can be placed under each category, as marketing
    asset: Customer-based assets: Brand; Reputation; Product based on the value of quality, innovation,
    sustainability and “green”.

    Internal support assets: Technical skills; R&D; Intellectual and human. Supply-chain assets: Distribution
    strength; Fairly treated workforce, Patents, Environmental protection, Safe appliances.

    2 Miele are now facing more and more competition in a changing market? do their
    resources/capabilities provide them with a sustainable competitive advantage?
    At least in the next few years Miele have to fend off more competitors at the top end of white goods
    market, moreover, to interest new generations of increasingly cost-concious consumers. However, a well-
    strategic combination of Miele’s resources and their dynamic marketing capabilities can help them
    maintaining a sustainable competitive advantage. “They have a focus and a single- mindedness which I
    think will ensure they can continue to do well. Thirty years ago people were asking the same questions
    and they have come through.

    3 What new resources/capabilities might they need to develop/acquire to remain successful in the
    future?

    Miele is successful according to their good exploitable combination of the firm’s resources and the
    innovation. However, one thing that may make a strain for them in the future is their high production
    costs. Good news is that, with their existing resources and the capabilities to employ and develop them to
    a new level, it is just an issue for the company to tranforrm that into cost advantage. For example, they
    could improve technology to cut the cost.

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