International Expansion Strategy of NIVEA towards the South Korean Market

Academic Paper from the year 2021 in the subject Business economics - Market research, grade: 1,3, University of Applied Sciences Aschaffenburg, language: English, abstract: NIVEA is now a global umbrella brand with several products for cleaning and skincare of face and body. Due to its wide product portfolio the following paper is focused on the international expansion of its main product; the plain moisturising cream for face and body, the country in question is South Korea. NIVEA's history as well as the South Korean market and a possible marketing plan are examined closely.