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摘要：本文是一篇美国留学论文。截至目前，化妆品的使用已经持续了几千年，最早可以追溯到古埃及时代的一些皇室,当时的人们经常将香水,檀香熏香等香味混合在一起用于人体朝圣或作为防腐剂。但是化妆品在西方的真正普及是在17世纪,最初是女性患者为了遮盖面部天花遗留的疤痕而使用。本文以化妆品的发展看个人护理产品行业的发展特点和发展前景。

er they are involved in business strategic decision making or implementation would also impact the quality of the interview.

iii. Limitations on external validity of the study results

As the collected data were not examined by quantitative analysis, the subjective inference will reduce the external validity of the study results. In other words, it is reserved in some extent to infer the study results into other cases.

Chapter 4 Investigation: Analysis and Findings

4.1 Case Description: Eucerin and Beiersdorf Group

Founded in the early 1900 and soon introduced into the US (the 1920s), the products of Eucerin® today are available all over the world. Headquartered in Hamburg, Germany, with the Germany's largest research centre where more than 700 international scientists carry out dermatological research and product development, Eucerin is one of many strong BPC brands such as NIVEA, La Prairie, Labello, Hansaplast and SLEK (China) that belong to well-known German company Beiersdorf AG. (Fig. 15)

Beiersdorf has two separate business segments: the Consumer business segment which concentrates on global beauty and personal care markets supporting 86% of the company sales; and Tesa business segment manufactures self-adhesive products and offers solutions for both business and individual consumers. Taking 3.3% (EUR 5,32 million) of global BPC value share, Beiersdorf is the world's 6th largest BPC company in 2010. In the Western Europe, it has 6.5% value share and is the 3rd biggest after L'Oréal and Procter and Gamble (Table 7)

Table 7 - Top 10 Global BPC Companies Ranking by Value (2006-2010)

While Beiersdof's sales growth was well-driven by its key sector Skin Care and it has made quite a few new launches widely around the world last year, in the Western Europe, however, the sales declined in several important markets such the UK, France, Italy and even its domestic market Germany due to consumers switching to private label products with relatively cheaper priced (7.7% sales growth for private label business). In result, the sales of its Consumer business segment only increased by 1.6% and drove the company to take a series of considerable investments and restructuring measures in December 2010:

“These series of measures and investments includes substantial investments in the company's skin and body care brands, the global streamlining and harmonization of the product portfolio, and the realignment of regional structures. Additional costs of approximately本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。