Case Nivea

1) The management decision problem of Nivea in U.S. market is that the make is not as strong as it is in other parts of the world.

2) The marketing research problem is that the U.S. market poses galore(postnominal) obstacles because it is the largest and most dynamic market in the world.

3) A descriptive research design should be adopted by Nivea because it need to describe market characteristics and function and to understand the preferences of American consumers for skin veneration products.

4) The role of soft research in apprehensiveness the preferences of U.S. market for skin care products is to gain a qualitative understanding of the underlying reasons and motivations of the American consumers, and a direct qualitative research should be used.

5) Nivea should conduct the electronic tack togethers such as e-mail and internet interviews to understand the preferences of American consumers for skin care products, because electronic methods is the fastest method of obtaining data from large human activity of respondents and also its the lowest cost for large sample. Another method that could be conducted is personal methods through in home interviews, core intercept or CAPI.





6) Likert scale: Nivea sells a wide cast of products
a- strongly disagree b-disagree c-neither agree or disagree
d-agree e-strongly agree

semantic differential scale: measuring preferences
powerful :_:_:_:_:_:_:_: weak
dominating :_:_:_:_:_:_:_: submissive
self-conscious :_:_:_:_:_:_:_: comfortable
excitable :_:_:_:_:_:_:_: calm

Staple scale: Nivea
+5 +5
+4 +4
+3 +3
+2 +2
+1 +1
high prize poor service
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