BU491 Lecture Notes - Lecture 5: Lanolin, Market Saturation, Beiersdorf
Document Summary
This discovery laid the foundation for the unique skin moisturizing formula of the. In 1922, beiersdorf was turned into a public company. The success of the young company"s brands, especially. Beiersdorf was divided into two rather unrelated divisions: the main division, consumer, generated the lion"s share of the company"s revenues at 84 per cent, or 4. 73 billion, in 2011. In 2011, the consumer division generated 59 per cent of its revenue in europe (of which 15 per cent came from. Germany), 12 per cent in latin america, 7 per cent in north america, and 22 per cent in africa, asia, and. Chile, brazil, mexico, indonesia, india, china, thailand, and kenya: throughout beiersdorf"s current restructuring project, even more production facilities were either closed (e. g. in. Germany and the united states) or put up for sale (e. g. in switzerland). For years, much of beiersdorf"s internationalization strategy focused on securing profits in mature markets such as europe.
