The document provides an overview of Beiersdorf AG, a German personal care products company. It discusses Beiersdorf's history since 1882, current mission statement, growth strategies including market penetration and new product development. It also analyzes Beiersdorf's strengths, weaknesses, opportunities and threats. Key competitors like L'Oreal, Johnson & Johnson and Avon are compared. The industry analysis notes trends in cosmetics spending. Recommendations include increasing inventory turnover and addressing demographic trends.