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nivea's implementation in china Essay

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Internationalisation strategie in China


Julien MUHAR


I. Introducing the BEIERSDORFS group
a. The group
b. The NIVEA brand name
i. Brief historic
ii. NIVEA’s statistics
c. NIVEA’s products range

II. Analysis
a. The Chinese market
b. The tax system
c. The cosmetics market in China
d. The offer analysis
i. The concurrency
ii. The distribution
e. The demand analysis
i. The qualitative demand
ii. Supplementary informations
f.     The SWOT analysis

III. Internal diagnosis
a. What are the goals of internationalization?
b. What are the particular advantage and the handicaps we have?
c. Is my know-how competitive?
d. What are my negotiable and my nonnegotiable?
i. The brand name
ii. My decision-making power
iii. The financial risk

IV. Internationalization strategy
a. BEIERSDORF’s implementation in china
i. The reconquest   of the brand
ii. The reason to go in China
iii. An implementation by a developed distribution structure
b. Recommendations for a better implementation
i. To develop its marketing strategy
ii. Buying back Chinese local companies
iii. To open a BEIERSDORF research center
iv. The NIVEA’s headquarter


BEIERSDORF AG is an internationally known company but its name isn’t immediately evocative. On the other hand it’s brand NIVEA is known all over the world. We have chosen to concentrate on NIVEA because BEIERSDORF AG activities are too diversified and also because we wanted particularly wanted to study the Chinese cosmetics market.

Nowadays NIVEA is gambling on the development of the emerging countries to compensate with the occidental markets stagnation. Being one of the most dynamic emerging countries and offering a large potential to the foreign companies, China appeared to be for us a very interesting case to develop.

So in a first time we will discuss about the company NIVEA, then...

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