In search of beauty: Beiersdorf in the world of cosmetics and toiletries
Seminar paper from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Anglia Ruskin University, language: English, abstract: Whereas the consumer goods industries in developed countries are mature, sophisticated and price sensitive, in emerging economies they are just starting to blossom, offering enormous business opportunities. Only with the right strategy will companies be able to climb or stay on the bandwagon taking a ride upward on the growth path. In the cosmetics and toiletries industry the most promising markets for growth are China and Brazil. This study aims at assessing Beiersdorf’s international marketing strategy, in particular their marketing mix for China and Brazil. Beiersdorf is a successful global player in the CT industry, particularly in the skin car and men’s grooming category. Yet, the competition never sleeps.
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Accessed Aging population Ansoff matrix Australasia Available Avon Products Inc beauty Beiersdorf Beiersdorf AG Beiersdorf’s international marketing brand Eucerin BRIC countries BRIC markets business strategy China and Brazil company’s competition cosmetic industry cosmetics and toiletries Cosmetics Business Country Factfile CT Growth Prospects CT industry growth Datamonitor Dumanceaux Economist ECONOMY.ONE emerging markets Euromonitor International Online External environment analysis Factfile & Consumer financial crisis firm firm’s focus GDP growth Germany Global Cosmetics global CT industry hair care company HPCi Media Limited http://www.euromonitor.com Image industry leaders innovation international marketing strategy investment Jenny Haberer Kumar L’Oréal Group Latin America Limited 2009 Online Macro major players marketing mix Martino masstige Media Limited 2009 men’s grooming Micro environment Nivea OECD opportunities and threats PEST analysis PEST factors Global Porter’s Five Forces Procter & Gamble sector skin care Source strong brand SWOT UNASUR and MERCOSUR Unilever Wall & Rees World Bank world wide www.GRIN.com