STRATEGIC EVALUATION
SWOT ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
PROSPECTS FOR THE OTC HEALTHCARE BUSINESS
Slow growth forecast, especially in Beiersdorf’s key sectors
Consolidation makes competitors fewer but bigger
Nivea brand leads Beiersdorf’s increasing focus on skin care
Beiersdorf to remain strong in Western Europe
North America remains unwelcoming, focus turns to Latin nations
Eucerin makes a play for Asian markets
Major acquisitions looking unlikely
Table 1 Beiersdorf AG: World Sector Sales Performance by Value 2005
Table 2 Beiersdorf AG: OTC Healthcare Regional Sales Performance by Value 2005
CORPORATE OVERVIEW
STRATEGIC OBJECTIVES AND CHALLENGES
OPERATIONAL AND DISTRIBUTION STRATEGIES
OWNERSHIP EVENTS
PIPELINE
Summary 1 Beiersdorf AG: Key Facts by Value
PERFORMANCE BY REGION AND BY SECTOR
OTC HEALTHCARE MARKET ASSESSMENT
Limited involvement in the industry
Western Europe is Beiersdorf’s key market
Involvement in North American and Asia Pacific markets declining
Beiersdorf failing to capitalise on increasing value of the Latin American market
WOUND TREATMENTS
Competitive landscape
Prospects
MEDICATED SKIN CARE
Competitive landscape
Prospects
Table 3 Beiersdorf AG: World Shares & Rankings in OTC Healthcare by Sector by Value 2004- 2005
Table 4 Beiersdorf AG: World and Regional Shares in OTC Healthcare by Sector by Value 2005
BRAND ASSESSMENT
BRAND STRATEGY
EUCERIN
HANSAPLAST
Table 5 Beiersdorf AG: Eucerin Brand Shares in OTC Healthcare by Sector by Value 2004-2005
Table 6 Beiersdorf AG: Eucerin Regional Shares in OTC Healthcare by Sector by Value 2005
Table 7 Beiersdorf AG: Hansaplast Brand Shares in OTC Healthcare by Sector by Value 2004-2005
Table 8 Beiersdorf AG: Hansaplast Regional Shares in OTC Healthcare by Sector by Value 2005
APPENDICES
FINANCIAL SUMMARY
Table 9 Beiersdorf AG: Financial Summary 2001-2005
COMPANY BACKGROUND
Summary 2 Beiersdorf AG: Historical Development
Summary 3 Beiersdorf AG: Subsidiaries 2005
Summary 4 Beiersdorf AG: OTC Healthcare Brands 2005
Summary 5 Beiersdorf AG: Company Locations
Summary 6 Beiersdorf AG: Websites
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