Beiersdorf AG in OTC Healthcare

August 2009

Beiersdorf’s OTC healthcare operations are focused on wound treatments and medicated skin care. Through these it achieved a global ranking of 20th, with a stable market share at 0.6%. This profile analyses how rather than diversifying into wider product ranges, Beiersdorf should maintain the category strength it already has, whilst pursuing more extensive expansion plans in Cosmetics and Toiletries.

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Overview:

Euromonitor International's report on Beiersdorf AG delivers a detailed strategic analysis of the company's business, examining its performance in the Consumer Health market and the global economy. Company and market share data provide a detailed look at the financial position of Beiersdorf AG, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Beiersdorf AG.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Beiersdorf AG provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Consumer Health research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Strategic Evaluation

Key Company Facts
Financial Assessment
SWOT – Beiersdorf AG
Key Strategic Objectives and Challenges

Competitive Positioning

Narrow Focus Leads to below World Level Growth Rate
Beiersdorf in Wound Treatments & Medicated Skin Care
Vitamins & Dietary Supplements to Lead Growth
More Growth Opportunity in Cosmetics & Toiletries
Medicated Skin Care to Provide Synergies with Skin Care

Market Assessment

Western Europe Key Market for Beiersdorf

Category and/or Geographic Opportunities

Beiersdorf Faces Threat in Major Markets
WE Prospective for Wound Treatments in Absolute Terms
Beiersdorf Wound Treatments Markets in Western Europe
Johnson & Johnson Strong in Asia Pacific
Opportunity in Wound Treatments in Latin America
Western Europe Prospects for Medicated Skin Care
Medicated Skin Care Growth Opportunities
Emollients/Therapeutic Moisturisers Offers Growth Opportunity
LA & WE for Emollients/Therapeutic Moisturisers

Brand Strategy

Needs Regional Expansion and Product Development

Distribution

Beiersdorf Restructures Supply Chain to Save on Costs
Beiersdorf - Operations & Distribution

Recommendations

Maintain Core Categories, but Focus on Cosmetics & Toiletries
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