This paper provides a critical analysis of the strategy that NIVEA follows to introduce its product in different markets worldwide. It is discussed to which extent the company choses to standardise or adapt certain areas of its marketing mix across international markets. Furthermore, different internationalisation strategies are explained and the internationalisation process undertaken by NIVEA is analysed. The paper concludes by evaluating the country of origin effect in case of NIVEA and how it influences consumer brand perception.
TABLE OF CONTENTS
1. MARKETING MIX
1.1 Product
1.1.1 Branding
1.1.2 Product Range
1.1.3 Packaging
1.2 Price
1.3 Place
1.4 Promotion
1.5 Summary
2. INTERNATIONALISATION PROCESS THEORY
2.1 Review of main internationalisation process theories
2.2 Internationalisation process of NIVEA
3. COUNTRY OF ORIGIN
3.1 Different interpretations of country of origin
3.2 Impact of the country-of-origin effect on the perception of NIVEA
REFERENCES
-
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X.