This assignment provides an in-depth examination of the principles of marketing for Nivea. It begins by identifying the first critical success factor as effective utilization of technology, which enables the introduction of latest products with fewer side effects and increased user effectiveness. The second critical success factor is global presence, which requires targeting more developing countries and entering untapped markets to become a true global brand. Additionally, the analysis includes macro and micro environment analysis, TOWS analysis, and references relevant studies in marketing and finance.