The first step in devising a marketing plan is to conduct an evaluation of the business, its
brands and products. This should include an assessment of the brand’s position and the
state of the market. NIVEA FOR MEN needs to know what its male customers want and what
competitor products exist. As well as targeting the male consumer, women are also an
important target market for NIVEA FOR MEN. This is because women often buy male
grooming products for their partners as well as helping them choose which products to buy.
NIVEA FOR MEN used a SWOT analysis to help it assess the market. This takes a detailed
look at the internal strengths and weaknesses of the business, as well as external opportunities
and threats in the marketplace.