Beiersdorf global strategy, International Business, Global Brand

Course Contents: (Business in Europe)

Summary:

Beiersdorf is a leading international branded goods company which has interests in the cosmetics and toiletries, medical and adhesive tape industries. The company focuses on the development and cultivation of a handful of strategic internationally renowned brands, the most famous among which are Nivea and Hansaplast. The group has over 18,000 employees and in excess of 100 affiliates worldwide.

Beiersdorf believes that to remain competitive in an increasingly crowded market, it must stay at the forefront of developments and offer brands which consumers trust and believe to be value for money. They concentrate all the efforts on the development and care of they strong international brands NIVEA, 8x4, atrix, Eucerin, Labello, la prairie, JUVENA, FUTURO, Florena, tesa, Hansaplast and Elastoplast. This allows them to grow continuously in strategically selected markets.

They have been successful for more than 120 years because they are constantly coming up with new innovations. Beiersdorf is at home all over the world. They draw his international strength from local strength. The key to success: a single international marketing strategy that they affiliates implement perfectly in local responsibility.

Being international is an important key to Beiersdorf's success. It means they lose no time in transferring successes in individual countries to other regions. It opens up opportunities and offsets risks.

The internationalization of the business is constantly giving new perspectives and opportunities: from offsetting risks in individual countries and currencies to identifying the next trends. A company that is close to consumers everywhere can implement the latest developments and never fail to surprise people with innovations and new ideas. The international activities ensure long-term sales and profit growth. This makes Beiersdorf a company that shareholders, consumers, employees and business partners can always rely on.

Region involvement: Western Europe, Eastern Europe, North America, Latin America, Asia-Pacific, Australasia, Africa and Middle East

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Beiersdorf global strategy, International Business, Global Brand, leading, international branded, goods company, cosmetics, toiletries, medical, adhesive, Master, International Business