Miele.docx - Miele e pozicionon veten si mark� premium e vetme mbarëbotërore për t� si dhe pajisjet industriale për kujdesin e lavanderi larjen e

Miele.docx - Miele e pozicionon veten si mark� premium e...

This preview shows page 1 - 3 out of 10 pages.

Miele e pozicionon veten si markë premium e vetme mbarëbotërore për të si dhe pajisjet industriale për kujdesin e lavanderi, larjen e enëve, dhe dezinfektimit të cilat janë në dispozicion në pesë kontinente. Miele shpërndan produktet në lokacion nëpërmjet një rrjeti të tregtisë së specializuar partnerë për pajisje elektrike dhe orendi kuzhine, të cilat janë furnizuar dhe marrë përsipër nga 47 kompani ndërkombëtare shpërndarëse 00000000000000000000000000000000000000000000000000000000000000 The B2B sector is full of specialist companies that have carved out successful businesses in niche markets. But Miele Professional, the commercial division of the German manufacturer of domestic appliances and fitted kitchens, has taken niche to new levels. It provides businesses with laundry equipment, with a range that includes a tumble dryer for surgical face masks, a dishwasher for test tubes and a washing machine for horses' rugs. Niche pretty much sums this market up, but that doesn't mean it's not lucrative. The UK business laundry industry is worth around £80m and can be split into three main sectors: care, leisure and hotels. The market is dominated by three key players, including Miele Professional. Consolidating sales channel But two years ago, Miele made a bold move. It had always sold direct to business customers through its own sales force, as well as through a network of dealers. But this was proving counter-productive. Rather than increasing sales, operating two competing channels to market was duplicating effort, alienating the all-important dealers and failing to take full advantage of what was a finite market.
Image of page 1
"When I went to see the dealers and asked them what they wanted from a company like Miele, the one thing that came out was loyalty," says Les Marshall, sales and marketing director at Miele Professional. "They were desperate to build a relationship with a firm that would just go through dealers." It was clearly in the dealers' interests to cut out a direct sales force that effectively competed with their own efforts, but was it the right decision for Miele? "I had to be comfortable with the fact that if we did choose to go exclusively down the dealer route, they would get the business to exactly where I wanted it to be in five to ten years' time," explains Marshall. The result was a unique partnership scheme, which set new standards in terms of collaboration and has led to a 40 per cent rise in sales since its introduction in January 2002. Miele now has between 60 and 70 per cent of market share through its partner network compared with 30 per cent two years ago, and enjoys a conversion rate of 17 per cent. At the heart of Miele's success story is an online support system that integrates sales lead management, sales support, advertising, direct marketing, PR, training, and finance and warranty under one roof.
Image of page 2
Image of page 3

You've reached the end of your free preview.

Want to read all 10 pages?

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture