Reference Miele & Cie. KG - The Future of Cooking in Private Households in 2020
International Recipes for Success: the Future of Cooking in Private Households in 2020
Initial Situation and Project Objectives
For Miele, the future already began long ago. The manufacturer of household appliances meets the highest demands in design and technology with its line of premium household appliances. In order to satisfy these requirements in the long term as well, the company put its own notions of the future of private cooking to the test: Working together with UNITY, future scenarios were developed for the markets of Europe, North America and Asia.
The future requirements of customers, coupled with the basic corporate and social conditions in the markets being investigated, have a direct impact on the current and future research and development of Miele.
„The future of cooking in private households is of utmost interest to us. With UNITY’s help, we have surveyed and documented the important differences and similarities of the international markets. One especially important factor was the fact that all sales regions were actively integrated, even the internationally involved ones. We were thus able to pinpoint direct consequences with regional and even global significance, which were used directly in our development work.“
Gernot Trettenbrein, Head of the Kitchen Appliances Business Division, International, Miele & Cie. KG
Tasks of UNITY
UNITY’s main task was to develop scenarios for the future of private cooking in the year 2020 in the markets of Europe, Asia and North America. Food preparation was the main focus of the observation. In order to contemplate the complex basic conditions of cooking, the upstream and downstream steps of food preparation were also taken into account. An on-site analysis of the situation in the markets of Europe, Asia and North America was an essential component of the project. It provided the UNITY experts with an accurate picture of the situation and formed the basis for the continuing investigation of the changing basic conditions of the scenarios by the customer.
Benefits for the Client
These differentiated market scenarios provide Miele with specific requirements for the long-term planning of its technology and development projects. On the one hand, the knowledge gained was condensed down to the underlying consequences and measures that are integrated directly into the research and development of the company. On the other hand, specific demands that need to be implemented into the products of tomorrow were formulated for the various areas of action, from product development to technologies to marketing. They point the way for the development of the most coveted brand in the kitchen: the Miele brand.
Miele & Cie. KG
Miele is the only premium brand of household appliances distributed worldwide, with commercial appliances for laundry care, washing and disinfecting available on five continents. Continuous innovation thus becomes the basis of all entrepreneurial activities. Because only companies that are continuously improving can be successful over the long term. The founders of Miele, Carl Miele and Reinhard Zinkann, recognized this fact back in the year 1899. The quality of their equipment was significantly better than that of their competitors, which was the only way they could pull through during those times of an already hotly contested market. Their maxim of ’forever better’ is the company’s guideline still today.
