nivea's implementation in china

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Internationalisation strategie in China The BDF BEIERSDORF GROUP NIVEA Julien MUHAR Dinh PHAN Morgan GUIRADO Anthony GINOLIN Introduction 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 CONCLUSION   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

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