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Course Contents:
- The Beiersdorf Company
- Global Strategy
- Development of International Business
- Brand strategy
Available Languages:
Learning Unit 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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