Nowadays the interface of the external and internal environments is of great importance. Companies can influence their internal environment, but they generally have less influence on the external environment. Furthermore, the demographic change is challenging most companies. On the one hand they have to adjust to the changing customers' needs and on the other hand they have to deal with the decline of the workforce on the labour market. As an leading international branded consumer goods company Beiersdorf is influenced by external and internal factors in many ways.
This report is divided into two parts. The first part will evaluate the internal and external environment of Beiersdorf. On the basis of the Beiersdorf’s history development the internal environment will be analysed. Furthermore the external environment will be presented within the scope of the PEST analysis and Porter’s five forces. The second part will show how demographic factors influence Beiersdorf´s policies and how the company has responded in the past. At the end areas of improvement regarding demographic factors will be proposed.
TABEL OF CONTENT
Task 1
1. Executive Summary
2. Introduction
3. Internal and external environment
3.1 Internal environment
3.1.1 History Development
3.1.2 Company’s Management Structure
3.1.3 Employees environment
3.1.4 Products
3.1.5 Corporate strategy- Passion for Success
3.1.6 Marketing
3.1.7 Future
3.2 External environment
3.2.1 PEST analysis
3.2.2 Porter’s five forces
Task 2
1. Demographic factors
1.1 Assumptions
2. Characteristics of the population in Germany
2.1 Population size
2.2 Fertility rates
2.3 Life expectancy
2.4 Gender, Religious affiliation
3. Influences on Beiersdorf
3.1 Ageing and decrease of working-age population
3.2 Changes in demographic age structure
4. Effectiveness of the Beiersdorfs response
4.1 Beiersdorfs response to the changes in demographic age structure
4.2 Beiersdorfs response to the ageing and decrease of working-age population
4.2.1 Health promotion
4.2.2 Trainee programs
4.2.3 Employee development & training
4.2.4 Ideas exchange
4.2.5 Occupational safety
4.2.6 Premiums
4.3 Beiersdorfs response to Gender, ethnic origin and race factors
5. Areas for improvement
6. Conclusion
Appendix
Life expectancy forecast graph:
Age structure forecast graph:
List of References
- Citation du texte
- Alexander Berger (Auteur), 2010, Contemporary Development in Business and Management, Munich, GRIN Verlag, https://www.grin.com/document/173673
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