A Comparison of the Segmentation, Targeting, and Positioning Strategies of Nivea Beiersdorf in the UK and Thailand Essay Example

A Comparison of the Segmentation, Targeting, and Positioning Strategies of Nivea Beiersdorf in the UK and Thailand Essay Example A Comparison of the Segmentation, Targeting, and Positioning Strategies of Nivea Beiersdorf in the UK and Thailand Paper A Comparison of the Segmentation, Targeting, and Positioning Strategies of Nivea Beiersdorf in the UK and Thailand Paper Apart from the operating procedures being done by the Nivea Beiersdorf joint, the need for an efficient analysis of the marketing plans employed the multinational firm is important for the success of its operations in the United Kingdom and Thailand. Both countries exhibit a different set of cultures, as well as a varying array of demographics which greatly affects the STP strategies being used by any company who wishes to successfully penetrate both markets (Kotler, 2003). Nivea Beiersdorf has its foothold in Europe and penetrating the British Market would not be that hard given that the cosmetics and lifestyle company has been there for about sixty years. Nevertheless, the company presence in Thailand, given its totally different demographics than that of the UK, as well as its highly competitive cosmetics market would pose as a challenge in the positioning strategy of Nivea Beiersdorf (2007). The STP strategies to be utilized for both countries should be analyzed with utmost considerations. These considerations will in turn fall under three main parts: the concentrated, undifferentiated, and the differentiated strategies (Kotler, 2003). Concentrated Strategies Under this type of marketing strategy, the company, Nivea Beiersdorf needs to concentrate its resources within specific market segments of the UK and Thailand (2006c). With this in mind, the firm needs to determine which segment of the two different markets have the better need of market penetration strategies. Although Thailand has a grater need of marketing penetration strategies since Nivea’s presence there is recent and the market growth is more competitive as compared to that of the British market, the concentrated strategy can be more efficiently is used in the British market since the company has been there for quite long. Under this type of marketing strategy, competition is currently recognized and small to medium-sized firms which offer the same marketing mix like Marks and Spencer have the capability to compete with the company given that Nivea Beiersdorf was already able to position itself above the cosmetics market as a premiere cosmetics company. On the other hand, the concentrated targeting strategy being employed by Nivea Beiersdorf in the UK is more on the maintenance and improvement of the market share in the country as well as coping up with the market growth factors that are involved (Kotler, 2003). Undifferentiated Strategies Along with the current concentrated strategies used by Nivea Beiesdorf in the UK and Thailand, under the undifferentiated strategy, the company positioning is not much taken seriously in the UK out of the already established reputation and is more concerned on the savings that the company could achieve. However, this target marketing strategy can be best employed in the Thai market out of the high level of nationalism of the locals towards their local products. Using this specific strategy, Nivea has to position itself as a local brand yet of foreign origin. That is, Nivea will have to establish itself as a product that is not much different from the local ones. This specific strategy is currently being employed by the company to date with a local factory as well as local employees being employed. This way, appreciation of the products of the company is simplified and savings on marketing can be used for other purposes. Although, this type of strategy is more susceptible to competiti on, the right amount of company vigilance of the Thai demographics must be carefully monitored (Kotler, 2003). Differentiated Strategies Under this type, the company is producing several types of products that would specifically cater to the needs of the different market segments present in both countries. A specific example of this is the range of products offered by Nivea aside from the usual white cream up to sun tan lotions, body sprays, etc. The targeting strategies being used here is a product based on the thorough analysis of the demographic factors that are present in the UK and Thailand. For example, the British market is composed of a high adult market segment with a high disposable income (2006b). The range of products to be developed for them suits the characteristics of this particular domain. On the Thai market on the other hand, there are a lot of the housewife segment with a middle-sized income who is obsessed with having white skin, hence, a different set of product offerings ought to be made for them (2006a). Company positioning therefore can be dictated by the product offerings that will be utilized by the company.

Amphoteric Oxide Definition in Chemistry

Amphoteric Oxide Definition in Chemistry An amphoteric oxide is an oxide that can act as either an acid or base in a reaction  to produce a salt and water. Amphoterism depends on the oxidation states available to a chemical species. Because metals have multiple oxidation states, they form amphoteric oxides and hydroxides. Amphoteric Oxide Examples Metals that display amphoterism include copper, zinc, lead, tin, beryllium, and aluminum. Al2O3 is an amphoteric oxide. When reacted with HCl, it acts as a base to form the salt AlCl3. When reacted with NaOH, it acts as an acid to form NaAlO2.Typically, oxides of medium electronegativity are amphoteric. Amphiprotic Molecules Amphiprotic molecules are a type of amphoteric species that donate or accept H or a proton. Examples of amphiprotic species include water (which is self-ionizable) as well as proteins and amino acids (which have carboxylic acid and amine groups). For example, the hydrogen carbonate ion can act as an acid: HCO3−   OH−  Ã¢â€ â€™ CO32−   H2O or as a base: HCO3−   H3O  Ã¢â€ â€™ H2CO3   H2O Keep in mind, while all amphiprotic species are amphoteric, not all amphoteric species are amphiprotic. An example is zinc oxide, ZnO, which does not contain a hydrogen atom and cannot donate a proton. The Zn atom can act as a Lewis acid to accept an electron pair from OH−. Related Terms The word amphoteric derives from the Greek word amphoteroi, which means both. The terms amphichromatic and amphichromic are related, which apply to an acid-base indicator that yields one color when reacted with an acid and a different color when reacted with a base. Uses of Amphoteric Species Amphoteric molecules that have both acidic and basic groups are called ampholytes. They are primarily found as zwitterions over a certain pH range. Ampholytes may be used in isoelectric focusing to maintain a stable pH gradient.

France Nationalism Essay Example | Topics and Well Written Essays - 2500 words

France Nationalism - Essay Example n the late 18th century, tracing back to events like the French revolution (Smith 3-7) Nationalism in France relates to among other things, the nation’s growth process, feeling of belonging among the citizens, political and social movements on its behalf and the general and particular doctrine of France being nation (Stovall & Van 33-191). Nationalism emerges in two categories with that of France being civic in nature besides demonstrating some unique and special features. Nationalism in the nation emerges in different phases with the present and past trends sharing some similarities while also exhibiting differences. Moreover, the negative and positive impacts of the concept which hinges extensively on the French revolution are widespread. Among the impacts institute economic changes in France. Further, there exist future prediction of the economy and other facets of French nationalism being among the frequently discussed subjects in the nation’s history. Nationalism in France is a factor that incessantly grows. The process is social and political in nature just as the chase is in other parts of the globe. This manifests in the involvement of political entities in the espousal of the standpoints of the Political Party National Front. This is in line with the party’s growing popularity. According to the article, ‘France: The Growing Popularity of Nationalism’ (n.p), this movement reflects on the ideals of the party which point to the failure of multiculturalism. Moreover, the incursion of immigrants also continues to put at risk the traditional secularism nature of the nation. According to Fraioli (pp. 55-71), French nationalism is a factor of the struggles of Joan of Arc whose reference to her supporters as Frenchmen attained a lot of popularity. Besides the period after the French revolution saw French nationalism rise as a movement. The ideals of equality, fraternity and liberty which defined the French revoluti ons became part of the phenomenon