Marketing Management at NOKIA 

Abstract

This coursework is a requisite for the course MANAGING MARKETS. The main objective of this coursework is to describe about the MACRO ENVIRONMNET & MARKETING MIX in terms of NIVEA. The objectives has been fulfilled at two parts. First part discuss about the influce of  marcroeconomic environment on the past and future marketing decision of Nivea Second  part of this report is to find out the competetive advangates of Nivea  that has been gathered by using marketing mix. Apart from that, a SWOT analysis has been done on NIVEA.  


 Table of Contents

INDEX                                                                 PAGE NUMBER 

1. Introduction                                                                        4                                                                

2. Nivea: Macro Environment                                                        5-9        

2. A. Political factors                                                        6

2. B. Economic factors                                                7

2. C. Social factors                                                        8

2. D. Technological factors                                                9

3. Nivea:  Marketing Mix                                                        10-13        

3. A. Product                                                                10

3. B. Price                                                                11

3. C. Place                                                                12

3. D. Promotion                                                        13

4. Nivea: SWOT Analysis                                                        14-18

4. A. NIVEA: Strengths                                                14

4. A. I. Market leading brand portfolio                        14

4. A. II. Focus on research and development                        14

4. A. III. Robust revenue growth                                14


4. B. NIVEA: Weaknesses                                                15

4. B. I Geographic concentration                                15

4. B. II. Lack of scale                                                15

4. C. NIVEA: Opportunities                                                16-17        

4. C.I. Enhancement of Business Operation                        16

4. C. II. Positive outlook to beauty market                        16

4. C. III. Growing personal hygiene industry                        17

4. D.NIVEA: Threats                                                        18

4. D. I. Intense competition                                        18

4. D. II. Growing trends towards cosmetic surgery                18

4. D. III. Regulation                                                18

5. Conclusion                                                                        19

6. Bibliography                                                                20-21


1. Introduction

NIVEA is an established name in high quality skin and beauty care products (Nivea, 2009). It is part of a range of brands produced and sold by Beiersdorf.  Beiersdorf, which is founded in 1882, is a global consumer goods company engaged in the production and marketing of cosmetics, toiletries and adhesive tape businesses. The company operates primarily in Europe, Americas, Africa, Asia and Australia. It is headquartered in Hamburg, Germany and employed about 21,766 people as of December 31, 2008. At present the company has grown to be a global company specialising in skin and beauty care (Beiersdorf, 2009). Nivea is the most famous brand of this company.

Nivea is so successful as it always orientates its marketing towards consumers; it invests in Research and Development and is leader in terms of marketing policy because it always tries to proactively anticipates and satisfy the needs of consumers.


2. Nivea: Macro Environment

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The business environment mainly deals with two types of environment: macro environment and micro- environment. Micro environment deals with internal environment, whereas macro environment deals with external environment (Strandskov & Duerr 2002, P. 123).

                        Sources: Business Week, 2009.

PEST analysis is most commonly used to do the macro environment analysis of any organization. PEST deals with political, economical, social and technological factors (Usunier 1996, P. 45).. When legal factors add with the analysis, it become PESTEL analysis.


2. A. Political environment

Nivea is affected by the local, national, global political environmental ...

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