International Marketing: Standardisation and Evaluation of Unilever's Strategy

International Marketing

Table of Contents
INTRODUCTION......................................................................3
DEFINITION OF STANDARDISATION/ADAPTATION......................4
EVALUATION OF UNILEVER INTERNATIONAL STRATEGY............6
ESSENTIAL DECISIONS IN THE STRATEGY DEVELOPMENT...........7
CONCLUSION..........................................................................8
REFERENCE............................................................................
9

INTRODUCTION
International marketing is the trading of goods and services among different countries. The
main aim is to satisfy the need of customers while planning, executing, distributing, and
marketing products and services worldwide. (Morgan and et.al., 2018.) Unilever is a British
International consumer goods company based in London. Unilever was founded in 1929, it is a
91-year-old company and run its business around 190 countries. This report will define the
standardization of a company in the international market while investigating and evaluating
international marketing strategies. It will also show important decisions in developing strategy.
Section 1 - Definition of standardisation/adaptation
Understanding standardization and trends affecting the operations
Standardization is the process of executing and developing technical standards of a
company, based on the consensus related to various companies. Standardization is built on a
structure of transactions to which all the relevant organizations must stick to the process adopted.
(Definition of standardisation/adaptation. 2016.) It also makes sure that the production of goods
and services performed are going under regulation and according to the set guidelines.Unilever
follows the Code and standard of conduct, which includes law obeying, community involvement,
risk management policy, and avoiding conflicts of interest. The biggest competitor of Unilever is
Procter & Gamble Company (P&G) that has its products in about 180 countries.
Various factors affect the operation of Unilever in the market, these factors influence the
marketing strategies of Unilever and its competitive company. Some of these are-