Foreign Market Servicing Decision - Beiersdorf on the Russian market.

Seminar paper from the year 2004 in the subject Business economics - Business Management, Corporate Governance, grade: 2,0, Leeds Metropolitan University (Business School), course: International Business, language: English, abstract: As an example of international expansion this work will focus on the Beiersdorf AG and its intension to enter into the Russian market for cosmetic products. Although Beiersdorf is a Multi-National-Enterprise (MNE) with a high degree of experiences in foreign markets, they could be confronted with particular conditions as the Russian market is very specific. The report is fundamentally structured in three main parts: First a short introduction about the Beiersdorf AG and their (cosmetic) products will be given. The second part is a detailed analysis of its environment and starts with assessing the firms strength ands weaknesses. Afterwards possible opportunities and threats for Beiersdorf in Russia will be analysed with regard to the competitive and external environment. The last section will focus on a Foreign Market Servicing Strategy (F.M.S.) for the market entry of Beiersdorf developed on the data of the analysis including the pros and cons of the suggested strategy.