Page 1: Introduction
A business that grows is often better placed to meet its customers' needs. Growth can also help a business to stay ahead of its competitors. Beiersdorf is the skincare company behind leading brands NIVEA, ELASTOPLAST, ATRIXO and EUCERIN. Over the past 10 years the company has grown consistently and rapidly through a carefully controlled and well managed expansion of its portfolio of products.
This Case Study looks at how the company has experienced consistent growth by developing new products and markets. It uses Igor Ansoff's business matrix, with real Beiersdorf cases, to illustrate ways in which a company can plan its growth successfully.