Developing a marketing plan
A NIVEA case study

Page 3: Assessing the market

The first step in devising a marketing plan is to conduct an evaluation of the business, its brands and products. This should include an assessment of the brand's position and the state of the market. NIVEA FOR MEN needs to know what its male customers want and what competitor products exist. As well as targeting the male consumer, women are also an important target market for NIVEA FOR MEN. This is because women often buy male grooming products for their partners as well as helping them choose which products to buy. NIVEA FOR MEN used a SWOT analysis to help it assess the market. This takes a detailed look at the internal strengths and weaknesses of the business, as well as external opportunities and threats in the marketplace.

NIVEA | Developing a marketing plan

Listen

Downloads

You can download resources for this case study below

This page and contents, ©2018 Business Case Studies, is intended to be viewed online and may not be printed. Please view this page at http://bizcas.es/KhaT.