Assignment on Unilever Company Strategic Direction
Added on 2020-06-04
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STRATEGICMANAGEMENT
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P.1. Strategic direction of Unilever Organisation which is following within the past 5 yearsand the way of strategic thinking................................................................................................1TASK 2............................................................................................................................................3P.2. The detail analysis in which Unilever company is operating..............................................3TASK 3............................................................................................................................................5P.3. Use of relevant internal analysis tools to draw appropriate conclusion...............................5Use of Business Canvass model: ...............................................................................................7TASK 4............................................................................................................................................7P.4. Discuss the possible strategies that Unilever could follow to defend its core business .....7TASK 5............................................................................................................................................9P.5. Implication of the strategy on Unilever organisation..........................................................9REFERENCES..............................................................................................................................12
INTRODUCTIONIn this documentation, this assignment review about Unilever company's strategicdirection from the last 5 years which is making support them to playing lead role in the industryeffectively. Moreover, this assignment will discuss about appropriate model of the companyanalysis by which external environment of the organisation could be assessed efficiently.Furthermore, this analysis describe about mission and vision statements of Unilever firm whichis aligned with demand of the marketplace in the industry effectively. Apart from it thisassignment define about some possible strategies by which might be adopted by the company inorder to defend its core business effectively. TASK 1P.1. Strategic direction of Unilever Organisation which is following within the past 5 years andthe way of strategic thinkingVaried sorts of strategic direction is being used by Unilever company's professionals andbusiness developer in order to sustain in the market efficiently. There are various innovativemarketing, financial and resourcing innovative strategies are implementing by the business entityin order to keep themselves high stage in the market more effectively. From the analysis, withinthe past 5 years, the way of strategic thinking is extremely excellence in the organisation withfurnish proper value towards firm which get them at high level in the industry effectively.Unilever is Dutch transnational consumer goods organisation which is furnishing productsinvolves foods and beverage products, cleaning agents and personal care products (Zott andAmit, 2010). This is one of the largest consumer goods company in the world, from the past 5years, it is operating with maintaining its well status in the industry, because of its strategic wayof thinking in food and beverage industry in more unique than its competitors to sustain in thecompetitive market more effectively. The world's business environment is changing in rapidmanner and the organisation also need to modify their strategy according to the industrialenvironment, so that favourable decision could be made within the company effectively and withthe help of strategic decision, a by which they can achieve more effective success in the businessefficiently. Marketing strategy: This is one of the major organisational function which must be donein proper manner in order to appropriate promotional activities of Unilever company's productand services within the industry, so that it could increase sales and brand equity in the industry1
efficiently. Marketing is a process by which the firm deliver its essential values to theircustomers in efficient manner and effectively managing customer relationship with the loyalcustomers which would furnish advantage and benefits to the organisation and its stakeholdersefficiently. Unilever company has been following effective strategy from the last 5 years and itsprofessional way of strategic thinking is excellent which make them more professionalism andcompetitive in their sector efficiently (Woerner and Wixom, 2015). The company is mostlyfurnishing home using product and services effectively and making personal care products whichis used usually at the home. They are implementing effective promotional activities andattractive advertising strategies with furnishing value added product and services to their existingcustomers which make them more excellent within the business sufficiently. Product expansion strategy: From analysis of Unilever Company’s effective strategyfrom last 5 years, company is making its major focus on developing products and servicesaccording to existing customer's demands and requirements which provide value added servicesto customers in efficient manner. Company owns more than 400 brands which have beencategorised into 4 major classifications such as Foods, Refreshments, home and personal careproducts, etc. This is the largest brand in world which is selling high quality of consumer goodsand services across world. From last 5 years, company has made development in its productexpansion strategy which increases its valuable products like Dove, Flora, Knorr, Heartbrand,Dermalogica, etc. These are the most popular brand around world in their separated particular incompany efficiently. Internation strategy: Variety of operational business activities are being done by thecompany in the industry in effective manner. In terms of operational of their business functionsat multinational level, it could be find out that, various distinguish is being generated within theinternational business environment in the organisation efficiently. Their international strategyrefer to the process of implementation of global strategy, a transnational strategy and multidomestic strategy at international level (Teece, 2010). They are functioning their businessactivities at international level and making great influences on the business environment atinternational level by their global strategy of making impact of sales and brand value ininternational market effectively. Online sales strategy: Company has come up with new sales strategy according to era ofsales strategy in foods and beverage industry. There are variety of company operating within the2
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