Strategic Management Assignment 2022

Running Head: STRATEGIC MANAGEMENT
Strategic Management
Name of the Student
Name of the University
Author Note

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Running Head: STRATEGIC MANAGEMENT
Executive Summary
The aim of the study is to find out the capabilities that I have in me to be a HR Executive in the
companies of the retail industry. Thus in order to identify the threats and the weaknesses that I
possess pa personal SWOT analysis has been done, which has also highlighted the better
opportunities that I can have in my near future by prospering in this domain of profession. The
strengths that I have in my character will also help me in prospering in my forthcoming days and
satisfy my authorities. The competitive strategy has also helped me in understanding the
responsibilities that I have towards my company and the way I can portray myself as one of the
best candidate for this designation. BCG Matrix similarly was very helpful for me to understand
the schemes that I can utilize in making my company earn more productivity.

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Running Head: STRATEGIC MANAGEMENT
Table of Contents
Introduction......................................................................................................................................3
Personal SWOT Analysis................................................................................................................4
Competitive Strategy.......................................................................................................................7
BCG Model......................................................................................................................................9
Conclusion.....................................................................................................................................10
References and Bibliography.........................................................................................................11

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Running Head: STRATEGIC MANAGEMENT
Introduction
The aim of the study is to understand the effectiveness of the product, and the strategies
that can help the product survive in the intense competitive market. Analyzing and understanding
the threats and weakness to measure the probabilities of increasing the strengths and
opportunities of the product in order to attract customers. The negative impact that are related to
the product must be identified and those negative impacts have to be channelized in proper way
in order to attain positive outcomes. I am the Sunsilk Shampoo of Unilever Company, I have to
understand the strategies through which I can place myself successfully in the market so that the
customers will get attracted to me, and my other competitors will have less opportunity to
provide their companies less revenue. I am not the ordinary shampoo that Unilever has circulated
to the customers for all these days but I am an innovated product amongst the shampoo category.

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Running Head: STRATEGIC MANAGEMENT
Personal SWOT Analysis
The SWOT analysis is important to understand the internal aspects that are required to be
considered in order to identify the threats and the weaknesses that are prevailing in the domain
and ensure that they are being channelize them in positive ways (Padungkul). I being a product
similarly have to identify the threats that can harm my positive aspects and lead me towards
severe downfall in the market. Many opportunities will be helpful for me to understand and
apply in my strategies to make myself attractive and help my company in earning good revenue.
I have to highlight the strengths that I have in me such as hair fall control, dandruff control that
will make the customers get attracted towards me. The weakness that I have also have to be
identified in order to make me channelize those weakness in a positive way and help my
company earn goof profit and make myself popular in the market.
Strengths
Exclusive marketing strategy- The strategy
that the company utilizes to promote their
shampoo is exclusive than others and they
have hires hair experts to make the product so
that the customers get the services that the
celebrities get (Hasan 2015). I being an
innovative product that wants to be launched
in the market and attract good amount of
customers I have to ensure that I am endorsed
by global hair experts, which will make the
customers rely on me. I am a unisex product
Weaknesses
Intense competition- The competition in this
product range is very intense, the companies
are launching variety of products in this
domain that is developing a problem in
retaining the customers and customers tend to
switch to new and trending products very
often, hence, this can be a big hindrance for
me in retaining my customers’ base
(Amsaveni and Gomathi 2013). There are
already varieties of products belonging to this
domain so it will be difficult for me to

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Running Head: STRATEGIC MANAGEMENT
that can be used by both the genders. I have
very good and effective promotional
strategies that will help me capture the
attention of the customers.
Brand recall- The continuous advertisements
that the company provides about its products
belonging to any domain convinces the
customers to try out the products even for
once (Srivastava and Singh 2014). I will also
plan unique, efficient promotional strategies
to make myself popular amongst the
customers. Flyers will be inserted in the
newspapers, repetitive advertisements will
help me gain the market position, and the
attention of the customers this will help me in
earning revenue for my company.
Good brand Endorsers and Ambassadors-
The company has always used good and
popular personalities for endorsing the
products that they produce belonging from
any domain. This helps the customers develop
a faith on the brand and on the product that
the popular personalities are recommending
convince them and make purchases.
Poor market targeting strategy- though the
company has been producing products for
many years but they segmentation and
targeting strategy has not been that effective,
the target customers belongs from teen or
early twenty age group, which has dissatisfied
so many customers belonging different age
category (Macdonald 2013). Thus, this will be
a challenge for me to break the ideology that
Unilever produces products belonging to that
particular age group. The promotional
strategy has to be very effective in order to
build faith and trust amongst the customers.
Intention not rightly conveyed- The
intention that the company wants to convey
about its product range is not properly
conveyed to the customers especially to the
backwards classes or to the remote areas. The
people assume that the shampoos or the body
liquids are harsh to the skin and might have
side effects. Hence, this will be a big
hindrance for me to place myself I the market

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Running Head: STRATEGIC MANAGEMENT
the products so it has to be of good quality.
Since I want to be launched in the market and
grab the market as fast as possible hence, I
intend myself to be endorsed by a hair expert
or by a famous personality such as any
globally known actor.
Good Distribution Strategies- The
distribution strategy that the company utilizes
to distribute its products in the local or
outside regions is very organized for which
the company has been able to develop good
customer base all over the globe. Similarly, I
being a new product in the market want to
carry out effective strategies to make myself
available in both local and international
region. I will be placing myself on the e-
marketing sites so that people across globe
can avail me.
and if the qualities that I possess are not
rightfully placed then I might fail in capturing
the market and the attention of the remote
areas.
Opportunities
Diversification- the company has not only
prioritized their female customers but also
launched products for male customers. There
are very limited range of shampoos that are
Threats
Increase in product variation- The increase
in the product range especially in terms of
shampoos that are being launched frequently
is casting a threat and competition in the

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Running Head: STRATEGIC MANAGEMENT
available for men, since I am a unisex product
the men will also be benefitted by the service
that I will be providing them.
Develop rural market- The motive of the
companies is not only to grab the urban
markets but also the rural as the population
belonging from that region helps in yielding
good revenue to the company. since I am a
new product the promotional and the
marketing about the strengths that I possess
and the qualities that can serve the
requirements of the customers both of rural
and urban regions has to be showcased in
right dimension.
Brand image- the company itself holds a
good market position and image and the
customers do rely on the products of the
company. Over the years, the company has
developed its brand identity and customer
base. It is a big opportunity for me to expand
myself in the market under the brand name
that already has huge market position. I have
to capture the market by highlighting the
market. Thus, I have to understand the market
and conduct proper study as to know which
market will be beneficial for me.
Understanding the shortcoming of the existing
rivals, I have to make myself cover those
aspects and make attractive to the customers.
Pricing strategy- The pricing strategy is one
of the most important aspect that all the
companies consider before launching their
products, as they know that this is the only
medium to attract the customers. There are
products such as clinic plus that provide very
cheap prices to the customers thus it will be
difficult for me to make myself very
affordable as my company might not be able
to gain its targeted turnover. This is also a big
threat for me to grab the attention of the
customers.

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Running Head: STRATEGIC MANAGEMENT
uniqueness that I have compared to other rival
products in the market.
Competitive Strategy
The company has various types of strategies that they will applying in order to grab the
market position. There are various unique features that the company tries to plant in their
products in order to attract the customers in order to gain good revenue.
Variation in the product range- The Company has many variations in the same product range.
The company has developed a huge market share in the industry and the customers are scarcely
identifying the other competitors (Geirinhas 2014). I am also being launched in the same product
range of the company under the brand Sunsilk, which is an advantage for me, as I will not need
much emphasis on my brand but the unique features that I possess will be highlighted so that the
customers get highly delighted and attracted towards the customers. The features that I possess
are hardly available in the market hence, it will be a strategy that I will place in the market in an
innovative way to attract the clients.
The complete hair care range- The hair care range that the company has in all their hair care
products are highly diversified and thus that is a great advantage for the products. I also have a
full range for the hair (Dirisu et al. 2013). I have three-step hair care range such as cleansing,
nourishing and manageability process for which various products have been provided.

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Running Head: STRATEGIC MANAGEMENT

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Running Head: STRATEGIC MANAGEMENT
BCG Model
The BCG Matrix is an essential part for the company to understand and by the employees
that are associated with the organization. This matrix is a strategic planning tool that is adopted
by the company or also by the HR in order to meet the goals of the company. This helps the
company to understand the prevalent threats in the industry and take measurements in order to
avoid or overcome them. The horizontal axis encircles market share growth and vertical axis is
the market growth and speed (Shukla 2013).
POOR DOGS
They are not worth any investment as they
have low or negative cash returns (Shukla
2013).
CASH COWS
They are suitable for growth in the industry as
they can maintain the growth in the market
share.
STARS
They are more into making more and more
profits they are the cash users and generators.
QUESTION MARKS
They have no sustainability in the market and
have no concept or idea about any further
strategies in the forthcoming days.
(Source: Created by the author)
I want to place myself in the source of income, which is cash cow category because they are the
most profitable as the cash that has been obtained from the cows must be invested for other
betterment. The cash cow of the company are the ones that yields the maximum revenue for the
company. Thus, I want to place myself in this category because I want to earn the maximum
revenue for my company compared to the other products so that I will attain the maximum
popularity and demands amongst the customers, as I am a unisex product.

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Running Head: STRATEGIC MANAGEMENT
Conclusion
The report can be concluded after the observance of the various points that has been
highlighted in the content of the report such as the personal SWOT analysis, competitive
advantage and the BCG Matrix. In the personal SWOT analysis I have been able to identify my
weaknesses and the threats that can be a hindrance in my forthcoming days in terms of capturing
the market, developing customer base has been elaborately discussed. Simultaneously I have
also identified the strength that I possess that will help me attract all customers towards me. The
opportunities that will help me to grow in the market and be in demand of the customers also
have been identified. The competitive strategy that will be helpful for me to overshadow other
rival products has been stated, it has helped me to understand the various strategies that I can
apply in order to grab the market position. The different benefits that I can provide to my
customers in order to gain the market position has been stated. The BCG Matrix has also helped
me in understanding the areas that will not only be beneficial for me but also for the company.
Hence, I want to place myself in the cash cow category as this category provides the maximum
revenue to the company.

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Running Head: STRATEGIC MANAGEMENT
References and Bibliography
Amsaveni, R. and Gomathi, S., 2013. Fundamental analysis of selected FMCG companies in
India. Asia-Pacific Finance and Accounting Review, 1(3), p.37.
Dirisu, J.I., Iyiola, O. and Ibidunni, O.S., 2013. Product differentiation: A tool of competitive
advantage and optimal organizational performance (A study of Unilever Nigeria
PLC). European Scientific Journal, 9(34).
Geirinhas, P.A.D.S., 2014. Should Unilever JM export Cornettos to emergent
countries? (Doctoral dissertation).
Hasan, M.M., 2015. Marketing Analysis of Unilever. Total Quality Management, 11, p.13.
Macdonald, R., 2013. Unilever. A Strategic Analysis. GRIN Verlag.
Rosales, M.R.L., A Marketing Plan for Unilever Philippines.
Shukla, P. and Dangarwala, U.R., 2016. Rural Marketing strategies for FMCG products. Lulu.
com.
Shukla, P.Y., 2013. An empirical study of selected customers on rural marketing strategies of
selected products of Hindustan Unilever Limited in Gujarat (Doctoral dissertation).
Srivastava, A. and Singh, V., 2014. Study of HUL's Initiatives Under'Unilever Sustainable
Living Plan'. Indian Streams Research Journal, 4.