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Swot Analysis for Nivea

In: Business and Management

Submitted By hirowa13
Words 746
Pages 3
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Chosen Competitor; Beiersdorf AG (NIVEA) SWOT Analysis for NIVEA
Strengths
* -------------------------------------------------
Strong brand name * -------------------------------------------------
Internationally active * -------------------------------------------------
Availability of multiple language setting on homepage * -------------------------------------------------
Strong appeal on environmental responsibility (animal testing/use of palm oil) * -------------------------------------------------
Customer loyalty – high ratings on net-based markets * -------------------------------------------------
Affordable prices * -------------------------------------------------
Strong distribution network * -------------------------------------------------
Had staff with relevant skills – researchers with the scientific skills to develop products that men want and marketing staff with the skills to help promote these products effectively. * -------------------------------------------------
Have enough financial resources to market a product efficiently * -------------------------------------------------
Large range of products: Skin care (Nivea Visage, Nivea Body, Nivea Sun, Nivea Soft, Nivea for Men), Personal care (Nivea Lip-care, Nivea Shower Soap, Nivea Deo).

Strong brand name: NIVEA Creme, the starting point of NIVEA, was created in 1911 by the German company Beiersdorf. At that time it was a breakthrough in science. It was the first stable oil in water cream in the world and was therefore considered to be the beginning of modern cosmetics. Since its birth in 1911 NIVEA has become the largest brand in the toiletry and cosmetics world with close to £1.5 billion sales in 1999. (Business 2000, 2015)

NIVEA has retained its popularity over the years for a number of reasons. Nivea:

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