Internationale Expansion von "NIVEA" auf den südkoreanischen Markt. Ein fiktiver Markteintritt auf den wachsenden K-Beauty-Markt
Home > Internationale Expansion von "NIVEA" auf den südkoreanischen Markt. Ein fiktiver Markteintritt auf den wachsenden K-Beauty-Markt
Internationale Expansion von "NIVEA" auf den südkoreanischen Markt. Ein fiktiver Markteintritt auf den wachsenden K-Beauty-Markt

Internationale Expansion von "NIVEA" auf den südkoreanischen Markt. Ein fiktiver Markteintritt auf den wachsenden K-Beauty-Markt


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International Edition


About the Book

Akademische Arbeit aus dem Jahr 2021 im Fachbereich BWL - Handel und Distribution, Note: 1,3, Hochschule Aschaffenburg, Sprache: Deutsch, Abstract: In dieser Hausarbeit wird die fiktive Internationalisierungsstrategie der bekannten, ursprünglich deutschen Marke NIVEA auf den rasant wachsenden K-Beauty-Markt Südkorea vorgestellt. Zunächst wird die Geschichte der beliebten Creme und die bereits erfolgte Internationalisierung kurz vorgestellt. Danach wird der Südkoreanische Markt mithilfe der PESTEL-Analyse, der Hofstedte-Dimensionen und Meyers' Culture Map näher untersucht. Im Vergleich zum Herkunftsland der Marke werden kulturelle Besonderheiten benannt, und herausgearbeitet, wie sich diese auf die geschäftliche Situation auswirken können. Der abschließende Marketing-Plan wird entlang der 4 Ps erarbeitet; Price, Product, Place und Promotion. Die Marke NIVEA gehört zu der deutschen Aktiengesellschaft "Beiersdorf" und wurde erstmals im Jahr 1905 eingetragen. NIVEA ist heute eine globale Dachmarke mit verschiedenen Produkten zur Reinigung und Pflege von Gesicht und Körper. Aufgrund des breiten Produktportfolios konzentriert sich der folgende Beitrag auf die internationale Expansion des Hauptprodukts, der einfachen Feuchtigkeitscreme für Gesicht und Körper.


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Product Details
  • ISBN-13: 9783346847041
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 36
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346847047
  • Publisher Date: 15 Mar 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 109 gr


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Internationale Expansion von "NIVEA" auf den südkoreanischen Markt. Ein fiktiver Markteintritt auf den wachsenden K-Beauty-Markt
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Internationale Expansion von "NIVEA" auf den südkoreanischen Markt. Ein fiktiver Markteintritt auf den wachsenden K-Beauty-Markt
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