Miele Study Case
Family Tradition in
Domestic
Partnership
Teguh Prabowo 6985
Feriani 6978
Magister Management
Universitas Pelita Harapan
Marketing Management
Prof. John Joi Ihalauw. SE., Phd
UAS
Case Study
Content
I.
II.
III.
IV.
V.
VI.
VII.
Introduction
Miele in Germany
External Anlysis
a. PESTEL-DG Analysis
b. Porter Analysis
Internal Analysis
a. Tangibles Resources
b. Intangibles Resources
c. Human Resources and Develoment
d. Capabilities
e. Core Competences
f. Value Chain Analysis
STP
a. Segmentation
b. Targeting
c. Positioning
Conclusion
Sources
Page 2 of 12
I.
Introduction
Who makes the best vacuum cleaners, fridge-freezers, ovens and washing machines? A single
German company – Miele, according to Britain’s biggest consumer group.
When Carl Miele and Reinhard Zinkann founded Miele in 1899, their commitment to certain basic and sustainable values was clear from the outset. Their products were geared towards durability and reliability, something which was expressed in their quality motto "Forever better"
II.
Miele In Germany
A manufacturer of domestic and commercial appliances, a premium brand, a family-owned and family-run company based in Germany with 47 international sales subsidiaries and more than
16,700 employees – these are a few essential facts about Miele, a company which enjoys a great reputation and consumer trust like none other in the industry. It is a responsibility, which Miele readily accepts.
The world’s leading manufacturer of premium domestic appliances achieved sales of nearly 3 billion
€ in 2011 (912 million € in Germany), this means a growth of 4% compared to the year before.
In the German market, Miele grew by € 47 million to € 912 million in the financial year 2011/2012.
This represents an increase of 5.5 percent. The German turnover as a fraction of the total turnover amounted to 30.2 per cent.
Today the founders’ grand-children still are in active business within the
Domestic
Partnership
Teguh Prabowo 6985
Feriani 6978
Magister Management
Universitas Pelita Harapan
Marketing Management
Prof. John Joi Ihalauw. SE., Phd
UAS
Case Study
Content
I.
II.
III.
IV.
V.
VI.
VII.
Introduction
Miele in Germany
External Anlysis
a. PESTEL-DG Analysis
b. Porter Analysis
Internal Analysis
a. Tangibles Resources
b. Intangibles Resources
c. Human Resources and Develoment
d. Capabilities
e. Core Competences
f. Value Chain Analysis
STP
a. Segmentation
b. Targeting
c. Positioning
Conclusion
Sources
Page 2 of 12
I.
Introduction
Who makes the best vacuum cleaners, fridge-freezers, ovens and washing machines? A single
German company – Miele, according to Britain’s biggest consumer group.
When Carl Miele and Reinhard Zinkann founded Miele in 1899, their commitment to certain basic and sustainable values was clear from the outset. Their products were geared towards durability and reliability, something which was expressed in their quality motto "Forever better"
II.
Miele In Germany
A manufacturer of domestic and commercial appliances, a premium brand, a family-owned and family-run company based in Germany with 47 international sales subsidiaries and more than
16,700 employees – these are a few essential facts about Miele, a company which enjoys a great reputation and consumer trust like none other in the industry. It is a responsibility, which Miele readily accepts.
The world’s leading manufacturer of premium domestic appliances achieved sales of nearly 3 billion
€ in 2011 (912 million € in Germany), this means a growth of 4% compared to the year before.
In the German market, Miele grew by € 47 million to € 912 million in the financial year 2011/2012.
This represents an increase of 5.5 percent. The German turnover as a fraction of the total turnover amounted to 30.2 per cent.
Today the founders’ grand-children still are in active business within the