Integrated Case study

AN ANALYSIS OF THE CASE: BEIERSDORF AG: EXPANDING NIVEA’S GLOBAL REACH

Sasipim Viriyajaroen
STUDENT ID: C0346RCRC1013

Submitted in fulfilment of the requirements of the Masters’ degree to the London School of Commerce, for the degree of Master in Business Administration (MBA)

Supervisor: Dr K V Shenai

September 2014

ICS: BEIERSDORF AG: EXPANDING NIVEA’S GLOBAL REACH

Contents page
Acknowledgements
Executive Summary
Chapter 1: Introduction 1
Chapter 2: Case brief 4
Chapter 3: Problem statement and Analysis 9
3.1 Statement of the problems in the case
3.2 Relevant literature review
3.3 Proposed plan of analysis
3.4 Sources of data
3.5 Ethical issues
Chapter 4: Analysis and Findings 19
4.1 An assessment of the current position
4.2 Alternative future scenarios
4.3 Resource Constraint Evaluation
Chapter 5: Proposed solution to Problems 32
5.1 Integrated discussion of the analysis
5.2 Recommendations and proposed plan of action
5.3 Critical assumptions to the analysis
5.4 Implications for stakeholders
5.5 Limitations of the study, scope for further research
Chapter 6: Application to another case 38
6.1 Description of the comparator company’s situation
6.2 Testing the recommendations on the comparator company
Appendices
References
Acknowledgements
The making of dissertation period is one of the most difficult and significant time in my life, I have explored and gained the depth comprehension in business world. Although, dissertation is an individual work, I believe that this work would never be completed without the support and advice from following people.
First of all, I would like to thank my professor and tutor – Dr. Shenai, who has not only given me information necessary for my