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.
Inhaltsverzeichnis (Table of Contents)
- Task 1
- Executive Summary
- Introduction
- Internal and external environment
- Internal environment
- History Development
- Company's Management Structure
- Employees environment
- Products
- Corporate strategy- Passion for Success
- Marketing
- Future
- External environment
- PEST analysis
- Porter's five forces
- Task 2
- Demographic factors
- Assumptions
- Characteristics of the population in Germany
- Population size
- Fertility rates
- Life expectancy
- Gender, Religious affiliation
- Influences on Beiersdorf
- Ageing and decrease of working-age population
- Changes in demographic age structure
- Gender, ethnic origin and race
- Effectiveness of the Beiersdorf's response
- Beiersdorf's response to the changes in demographic age structure
- Beiersdorf's response to the ageing and decrease of working-age population
- Health promotion
- Trainee programs
- Employee development & training
- Ideas exchange
- Occupational safety
- Premiums
- Beiersdorf's response to Gender, ethnic origin and race factors
- Areas for improvement
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This report aims to analyze Beiersdorf's internal and external environments, focusing on the impact of demographic factors on the company's policies and responses. It evaluates Beiersdorf's strategies in light of these challenges and suggests areas for improvement.
- Analysis of Beiersdorf's internal environment (structure, history, products, marketing).
- Assessment of Beiersdorf's external environment using PEST analysis and Porter's Five Forces.
- Examination of the influence of demographic factors (ageing population, fertility rates, gender distribution) on Beiersdorf.
- Evaluation of Beiersdorf's responses to demographic changes.
- Identification of areas for improvement in Beiersdorf's strategies concerning demographic trends.
Zusammenfassung der Kapitel (Chapter Summaries)
Task 1: This section provides a comprehensive analysis of Beiersdorf's internal and external business environments. The internal analysis encompasses the company's history, management structure, employee environment, product portfolio, corporate strategy, marketing approaches, and future prospects. The external analysis utilizes PEST analysis and Porter's Five Forces framework to assess market dynamics and competitive pressures. The interplay between internal capabilities and external forces shapes Beiersdorf's overall strategic positioning and future trajectory within the consumer goods market.
Task 2: This part investigates the impact of demographic shifts on Beiersdorf's operations and strategic decision-making. It examines key demographic trends in Germany, such as population aging and changes in the age structure, fertility rates, and gender distribution. The analysis assesses how these trends influence Beiersdorf's workforce, consumer base, and overall business strategy. The chapter also critically evaluates Beiersdorf’s past responses to these demographic shifts, identifying both successful initiatives and areas needing further improvement. This provides a framework for future strategic adaptation to the evolving demographic landscape.
Schlüsselwörter (Keywords)
Beiersdorf, demographic change, internal environment, external environment, PEST analysis, Porter's Five Forces, consumer goods, corporate strategy, marketing, ageing population, workforce planning, Germany, NIVEA, competitive advantage, strategic adaptation.
Frequently Asked Questions: Beiersdorf Case Study Analysis
What is this document about?
This document is a comprehensive analysis of the German company Beiersdorf, focusing on its internal and external environments and the impact of demographic factors on its strategies. It includes a table of contents, objectives, chapter summaries, and keywords.
What aspects of Beiersdorf's internal environment are analyzed?
The internal analysis covers Beiersdorf's history, management structure, employee environment, product portfolio (including NIVEA), corporate strategy ("Passion for Success"), marketing approaches, and future prospects.
How is Beiersdorf's external environment assessed?
Beiersdorf's external environment is assessed using PEST analysis and Porter's Five Forces framework to identify market dynamics and competitive pressures.
Which demographic factors are examined in relation to Beiersdorf?
The analysis examines key demographic trends in Germany, such as population aging, changes in the age structure, fertility rates, and gender distribution. The impact of these trends on Beiersdorf's workforce, consumer base, and overall business strategy is explored.
How does the document evaluate Beiersdorf's responses to demographic changes?
The document critically evaluates Beiersdorf's past responses to demographic shifts, highlighting successful initiatives (such as health promotion, trainee programs, and employee development) and areas needing improvement.
What are the key findings or recommendations of the analysis?
The analysis identifies areas for improvement in Beiersdorf's strategies concerning demographic trends. Specific recommendations aren't explicitly stated, but the evaluation of existing responses and the detailed analysis provide a basis for formulating future strategic adaptations.
What are the key themes explored in the Beiersdorf case study?
Key themes include the analysis of Beiersdorf's internal and external environments, the impact of demographic factors (especially an aging population) on the company, evaluation of Beiersdorf’s strategic responses to these changes, and identification of areas for future improvements in its strategies.
What are the main keywords associated with this Beiersdorf analysis?
Key words include Beiersdorf, demographic change, internal environment, external environment, PEST analysis, Porter's Five Forces, consumer goods, corporate strategy, marketing, ageing population, workforce planning, Germany, NIVEA, competitive advantage, and strategic adaptation.
What is the structure of the report?
The report is divided into two main tasks. Task 1 analyzes Beiersdorf's internal and external environments. Task 2 focuses on the impact of demographic factors on Beiersdorf and evaluates the company's responses to those factors.
- Quote paper
- Alexander Berger (Author), 2010, Contemporary Development in Business and Management, Munich, GRIN Verlag, https://www.grin.com/document/173673
