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January 29, 2018 

This January, Marketing, Bachelor of Commerce students visited the Miele headquarters in preparation of their marketing capstone project. Taught by Dr. Youssef Youssef, two teams will be working on a strategic marketing plan for Miele Canada, aiming to increase Miele’s market share in the Canadian market.

Miele is a German-based manufacturer of high-end electro domestic appliances and commercial equipment. The company was founded in 1899, and has always been a family owned and run company.Today, in North America, Miele is marketed as a high-end major appliance brand

The students were warmly received by Mr. Yves Dalcort, President of Miele Canada, Mr. Nelson Fresco, Vice President, Mr. Marco Distler, Director, Miele Retail, and Mr. Alan Le, Marketing Analytics manager.

During the visit, the students were introduced to Miele’s Business Model as well as to Miele’s products and services. After a visit to the Miele showroom, the students participated in a brainstorming session with Miele’s executive team on the results of the brand audit conducted by the students.

In the coming weeks, the two teams will be hard at work devising their strategy. They will then present their strategy to Miele’s Marketing team, as well as Miele’s Global CEO.

This is a very exciting opportunity for our students and we wish them the best of luck as they work on what are sure to be excellent strategies.

Students at Miele Headquarters

Students at Miele Headquarters

Students brainstorming ideas at Miele

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