Global Strategic Management: Business Strategies, Tools, and Planning for Unilever

Global Strategic
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Business strategies..................................................................................................................1
Problems that manage by business framework......................................................................3
Strategic Tools........................................................................................................................5
Porter's 5 Forces:-...................................................................................................................5
Strategic Planning...................................................................................................................6
Level of strategy.....................................................................................................................7
RECOMMENDATIONS.................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Global strategic management makes a business organisation to take advantages in a
global market. It includes all the misleading and conflicting data and other which is running and
being valued globally. The chosen UK based company for this report is uni liver which was
founded on 2nd September 1929. it was established by the manager of the British soap maker
lever brothers and Dutch margarine producer margarine Unie. The headquarter of uni liver is
situated in London, UK. Alan Joep was appointed as CEO of the uni liver in January in 2019.
The CEO of Unilever is famous for running world's biggest and most diverse UK based company
and the company serving 3.4 billion people every day. In this report all the business strategies
and plans implemented by the Unilever is going to be discussed. The analysis of the internal and
external environment affecting the business will be also discussed. This report will also let reader
know about the applicability of BCG matrix to make suitable suggestion for an organisation in
order to make advantages.
MAIN BODY
Business strategies
Marketing mix
 Product : Unilever is the UK based company who provides service in a manner to hold
strong brand. The main goal of the company is to provide quality beauty and personal
care products, food and refreshment and home care care products inn order to make
customer belief and make profit. Beauty and personal care segment is making more profit
but recently, refreshment and food segment is also growing rapidly. The beauty products
do not contain harmful chemicals so they enhance the customer appearance without
affecting their skin. These products are really helpful to boost customer self-esteem and
improve the mood too. Food items of Unilever are nutritious fair and sustainable. The
food items are certified to FSSC 22000.
 Price: The price of food items and beauty products of Unilever are so reasonable and
easily available in the market. The Unilever is providing the service globally and
everyone around the globe may use the products and appreciates the quality (Andersen,
Torp, and Linder, eds., 2019).
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 Place: Unilever products can be purchased by anyone globally and can take advantages
of them. Price is not the barrier which comes in way to purchase the products. Unilever
also advertise the launching products to make customer know about the use and benefits
in order to achieve profit. The customers purchase the products because of it's good
quality and reasonable price. Since 1929, Unilever has been a trustworthy company and
thus has build up the trust of the customers.
 Promotion: Unilever is the most popular and trustworthy UK base company which is
known for its beauty and home care products. Recently, its food and refreshment items
are also growing rapidly. As Unilever is a leading global consumer goods company it
advertise the advantages of the products using many platforms such as Instagram pages,
Facebook, TV and others. Unilever is company which meets the need of nutrition,
personal care and hygiene and maintains its quality. A number of celebrities are
sponsored foe advertise the company on different channel and websites. Unilever also
occasionally applies sales promotion like product bundles and discounts. Unilever
advertisement spends increased 1% to 4700 corer. Unilever makes strategies such good
quality but less price in order to attract the customers towards the products (Arıcıoğlu,
and Yiğitol, 2019).
Corporate strategies
Ansoff matrix
 Product development: The company is making the products available online so the
product can be easily delivered to customer door step. There is no hassle of exchange as
online transaction is accessible. The company make changes to the products in order to
meet the customer requirements and also make new products that is perfect in accordance
with the preferences of users.
 Diversification: Unilever is a international organisation and has diversified its products.
It deals with food and personal care products as its core business and make profits.
Diversification strategy implemented by Unilever is to open new markets with the
availability of new and unique products in order to make profit. Everyone works for
Unilever is treated fairly and no discrimination is there while working and that is how all
get fair access to opportunities. Unilever makes economic opportunity and it is the most
crucial way to build an inclusive world (Bénet, Deville, and Naro, 2019).
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