Business Strategy
As a leading international company of branded consumer products for skin and beauty care, Beiersdorf focuses on fulfilling consumer wishes. The basis of our success are our leading international brands like NIVEA, Eucerin, and la prairie, more than 120 years of experience in research and development, and our strong international presence.
Our goal is to increase our market share through qualitative growth. At the same time we want to further improve our sound earnings performance so that we can fulfill our consumers' wishes and needs with innovations today and in the future. This will give us a strong position within the global competitive environment.
Superior Brands:
We will develop superior consumer insights and find out how we can delight consumers and offer them superior-quality products. We will focus our innovation program on fewer but more significant innovations and deliver them to the market faster. We will show excellence at the point-of-sale by optimally exploiting the power of our brands and increasing the efficiency of marketing and sales investments. We will raise the bar in advertising to achieve stronger differentiation from competition.
Superior Supply Chain:
We will balance world-class product quality and competitive service levels on one side and efficiency on the other side. We will have one global, process-oriented, and best-in-class supply chain organization which will be managed centrally and tailored to our business model, as well as to our markets and business partners. We will establish an efficient global supply chain network of our production and logistics centers. We will yield economies of scale by standardizing our product assortment and processes.
Clear Geographical Focus:
We compete globally. To accelerate growth, we will focus on clearly defined geographical priorities. Western Europe will remain in focus. China, Russia, Brazil, and India will be geographical priorities delivering superior growth. We will put more emphasis on regions: for sizeable regions, like Latin America and Asia, we will have dedicated solutions for some product categories to better address local consumer needs. For most of our other product categories we will have one global standard.
Superior Talent in Lean Organization:
We will compete more successfully because we will put more emphasis on performance orientation, promotion of change, and innovation at all levels of the organization. We will develop talent and leadership in lean and efficient structures. We will have clear central decision-making and direction with local top and bottom line responsibility.
