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.
Table of Contents
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
3.3 Gender, ethnic origin and race
4. Effectiveness of the Beiersdorf's response
4.1 Beiersdorf's response to the changes in demographic age structure
4.2 Beiersdorf's 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 Beiersdorf's response to Gender, ethnic origin and race factors
5. Areas for improvement
6. Conclusion
Objectives and Core Themes
This report analyzes the internal and external business environment of Beiersdorf, focusing on how demographic changes influence company policies and strategic responses.
- Analysis of Beiersdorf's internal structure and corporate strategy
- Application of PEST and Porter's Five Forces models to the cosmetic industry
- Examination of German demographic trends (ageing, fertility, migration)
- Evaluation of corporate HR responses and sustainability initiatives
Excerpt from the Book
3.1.3 Employees environment
As an employer, Beiersdorf is extremely conscious of its responsibilities to its workforce of about 22,000 people. After all, it is primarily the Company's employees who determine its success and, accordingly, who are also the driving force behind its social commitment. This respect has a long tradition. Back in 1912 Dr. Oscar Troplowitz was one of the first businessmen in Hamburg to introduce a 48-hour week, paid vacation, and breast-feeding rooms. Today, Beiersdorf offers its employees a wide range of high-quality voluntary benefits. These include a company kindergarten and other measures for combining working and family life, intercultural exchange pro-grams for employees' children, professional development and training measures, as well as a wide range of cultural, sport, and preventive health activities.
Furthermore the company's personnel policy is based on the following assumptions:
Well trained employees expect challenging tasks in which they are able to demonstrate their ability to handle task using their expertise
An adequate income is just as important as the safety of the workplace
Employees want to be fairly treated. This includes equal opportunities for both sexes and strict opposition to discrimination on the grounds of ethnic or national origin, religion, or age.
Responsible employees want to be independent and want to make their own decisions. They expect open and fair discussions on the results of its work and the recognition for outstanding achievements.
(Beiersdorf Sustainability Report, 2009, p.124)
Chapter Summaries
Task 1: Provides an executive summary and introduction to Beiersdorf, followed by an in-depth analysis of its internal environment, management structure, and external market influences using PEST and Porter's frameworks.
Task 2: Investigates the impact of demographic factors in Germany—such as population decline and an ageing society—on Beiersdorf's business, evaluating the effectiveness of the company’s current HR and diversity strategies.
Keywords
Beiersdorf, NIVEA, demographic change, ageing population, PEST analysis, Porter's Five Forces, human resources, corporate strategy, cosmetic industry, employee development, sustainability, diversity management, German market, business environment, market share
Frequently Asked Questions
What is the primary focus of this report?
The report examines the contemporary business environment of the cosmetic company Beiersdorf, specifically looking at how internal and external factors influence its strategic development.
Which theoretical frameworks are used in the analysis?
The author utilizes PEST analysis for the macro-environment and Porter's Five Forces model to assess competitive intensity within the industry.
What is the central research focus regarding demographics?
The report investigates how the ageing German population and shifts in workforce demographics necessitate changes in Beiersdorf's HR and product development strategies.
How does Beiersdorf address the ageing workforce?
The company implements various strategies including health promotion, targeted training, employee development, and specific "50 plus" marketing campaigns.
What are the main findings in the internal environment analysis?
Beiersdorf is identified as a global leader with a strong management structure, a clear "Passion for Success" strategy, and a long-standing commitment to employee welfare.
Which keywords best describe this study?
The key themes are Beiersdorf, demographic change, corporate strategy, HR management, and competitive analysis.
How has Beiersdorf responded to the "50 plus" demographic shift?
Beiersdorf began developing products for the over 50s as early as 1988, notably launching "Nivea Vital" in 1994, granting them a significant head start over competitors.
What are the identified areas for improvement for Beiersdorf?
The author suggests initiatives like "Know-How-Tandems" between older and younger employees, more robust diversity management, and the formation of intergenerational project teams.
- Quote paper
- Alexander Berger (Author), 2010, Contemporary Development in Business and Management, Munich, GRIN Verlag, https://www.grin.com/document/173673
