Having viewed the Nivea video and read Chapters 23-24 with the reading themes in mind, think about the marketing variables, including the external marketing variables, that Nivea's marketing management identified as important in its daring expansion into the United States. Also think about the difficulties surrounding each element.
Assuming the role of a new marketing hire, what recommendations would you provide to Nivea's senior team based upon (a) your understanding of international advertising and promotion, and (b) your acute knowledge of the U.S. external marketing environment (economic, social, legal, etc.) as it pertains to market entry of Nivea's extensive product line?