Sustainable Competitiveness in Business

SUSTAINABLE
COMPETITIVENESS IN BUSINESS
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK Critical evaluation of strategic approaches managing innovation and creativity at Unilever
to achieve Sustained Competitiveness.............................................................................................3
1 Sustainable Competitive strategy at Unilever. ........................................................................3
2 Strategic approaches adapted by Unilever in the context of Innovation and Creativity..........5
3 Critically evaluate the approaches of innovation and creativity at Unilever to achieve
sustainable competitiveness........................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Sustainable competitiveness Advantage is considered an important component for a
successful strategy. Competitive strategies help in strengthening of the market segments of the
industry. There are basically three generic competitive strategies which can be adopted by an
organization. The three strategies are cost leadership strategies, Differentiation strategy and
focus strategies (Baruah and Ward, 2015).
Innovation and creativity play a key role in the operational activities of an organisation.
The organizations which lack innovation and creativity in terms of technology and other factors
have face challenges in the survival of the organization. Thus creative and innovative employees
are key components to an organization's innovation.
Unilever is a Multinational company which has a market base across 190 countries in the
world. Unilever deals in Home care, Food & Refreshment and Beauty & Personal care. The
study revolves around the competitive advantage strategy of Unilever and it strategy related to
management and innovation.
TASK Critical evaluation of strategic approaches managing innovation and
creativity at Unilever to achieve Sustained Competitiveness.
1 Sustainable Competitive strategy at Unilever.
Marketing strategy is a forward looking approach of every organisation and business in
order to achieve goal of competitive advantage. For achieving competitive advantage
organisation has to know about needs and wants of customers (Aghazadeh, 2015). There are 3
types of competitive advantage -
1. Cost leadership strategy
2. Differentiation strategy
3. Focused strategy
Cost Leadership strategy
Cost leadership is,when a company shows itself as cheapest provider of a particular
product to remain competitive. Deployment of this strategy is very difficult because company
has to work constantly on reducing cost. Unilever offers wide range of products and also
competes for wide range of customers on the basis of price. Its products prices are based upon
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