Analysis of Lipton Company in UK Market

Business management with marketing

Business marketing
Executive summary
This report is basically related with the overall analysis of the Lipton Company in the UK
market. The first phase of the report focuses on the background of the company and also on the
financial position. Then overall analysis of the market is considered with PESTLE and Porter
five force models. The market strategies are also important and in this focus is gives on the
industry analysis, customer analysis, SWOT analysis and Product life cycle. Through this it can
be easy to target the customers. At last, recommendations will be made by considering the
factors related to SWOT analysis.
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Business marketing
Table of Contents
Executive summary.........................................................................................................................1
Introduction......................................................................................................................................1
Analysis...........................................................................................................................................2
External analysis..........................................................................................................................2
PESTLE.......................................................................................................................................2
Industry and Market Analysis......................................................................................................3
Porter five force analysis..........................................................................................................3
Competitor’s analysis...................................................................................................................4
Consumer analysis (segmentation)..............................................................................................4
Internal analysis...............................................................................................................................4
Marketing mix..............................................................................................................................4
Segmentation...................................................................................................................................5
Targeting..........................................................................................................................................5
Positioning.......................................................................................................................................5
Product life cycle.............................................................................................................................5
Financial and Market Share (5 year performance)..........................................................................6
Summary of analysis........................................................................................................................6
SWOT ANALYSIS.........................................................................................................................7
Conclusion.......................................................................................................................................8
Recommendations............................................................................................................................8
References........................................................................................................................................9
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Business marketing
Introduction
Lipton UK (Unilever Brand), is one of the biggest and popular brand of tea. The company is the
leader of the market in both leaf and ready to drink tea. The market share of the company is three
time large than its competitors. The company is present in 110 countries and it is popular in
Europe, North America and also in Middle East. The company is one of the popular companies
who are selling fast moving consumer goods. The purpose is to make sustainable living a
common place. The vision of the company is to maintain the long term relation so that business
can grow in the competitive market. The financial position of the company is strong on the
global platform. It can be stated that the turnover of the company in 2017 was €53.7 billion and
the 58% of the business of the company is in emerging markets (Unilever, 2018b).
The employees who are working in the organization are 161,000 form which 47% of the women
are managers. In 2017, the company maintained the zero nonhazardous waste to landfill. Also,
in 2016, the sustainable living brand of the company grew 50% faster if compared with the other
businesses. The activities of the company are related with offering quality products in the market
and also the company is committed to attain the highest standards of the corporate governance
and also behavior with the help of the policies. So, it can be stated that company has the large
market share through which it can be easy to attain goals and objectives in the competitive
market (Unilever, 2018a).
Analysis
External analysis
PESTLE
Political factor and legal factor
It has been analyzed that UK government support the fair trading commitment for both the local
customers and foreign producers. In 1980, it can be seen that political risks in the countries
started rising. Government restricted the overall payment of dividend and service fees. Also, the
fear of loss of trademarks is one of the factors which impacted the overall activities of the
company. It is important for the company to consider the legal requirement so that activities can
be managed (Hasan, 2015).
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