Marketing and the Business Environment

Running Head: MANAGEMENT 0
Module Name (e.g. Introduction to Business Administration)
Course Name (e.g. Bachelor of Economics and Business Administration)
Term and Intake (e.g. Term 1, February 2019 intake)
Lecturer name (e.g. Greg Farkas)
MARKETING AND THE
BUSINESS ENVIRONMENT
Student Name
Student ID
Email address
Date of assignment submission

MANAGEMENT 1
Table of Contents
Introduction................................................................................................................................2
Section 1: Marketing Mix..........................................................................................................3
Section 2: Factors in Global Environment.................................................................................6
Section 3: Recommendations...................................................................................................10
References................................................................................................................................12

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Introduction
Global markets and modern business conditions change the definition of marketing. In
today’s contemporary world, knowledge has become a fundamental resource. Marketing
enables knowledge management by creating possibilities for raising knowledge productivity
of several business functions and practices in the organisation (Ballantyne and Varey, 2008).
Other than this, effective marketing also enables organisation to deal with various significant
factors in the global environment in respective with the particular marketing mix approaches.
It also attempts to develop and maintain multiple perspectives on organisation commercial
activities.
This report is divided into three sections. The first section of the report includes evaluation
and comparison of marketing strategies of Unilever and ITC in extent with the marketing
mix. The second section depicts their main current offerings with the help of using an
industrial and organisational tool of analysis such as BCG and Porter 5 Forces. In the last
section, relevant recommendation is presented with using of Ansoff matrix, a strategic
planning tool offers a framework to help executives and management formulating strategies
for the future development and sustainability.
About the organizations
Unilever is one of the leading and world largest multinational company founded back in
1929. The company starts with a clear vision i.e. – to make sustainable living a
commonplace. The company believe that this is the best long-term way towards the growth of
their business. Other than this, their mission is to add vitality to the life of the consumers and
helping people in respect with the biggest issues of the world today, such as urbanization,
ageing population, altering diets and lifestyles. In 2018, Unilever Group earned revenue of
approximately 50.98 billion euros.
The next selected company for this report is ITC, which is an Indian multinational
conglomerate founded in 1910. The vision of ITC is to position itself as India most Valuable
Corporation through excellent performance and developing growing value for the Indian
economy and organisation stakeholders (itcportal.com, 2013). With regards to this, the

MANAGEMENT 3
company mission is to enhance the wealth generating capability of the enterprise in a
globalizing environment and offering sustainable and superior stakeholder value. In 2018,
ITC limited earned revenue of approximately US$ 6.6. Billion (itcportal.com, 2019).
Section 1: Marketing Mix
Development of a marketing strategy is vital for any business to reaches its pre-defined goals.
A marketing strategy will help the organisation to identify best customers, understanding
their needs and implement strategies with the most effective marketing methods (Romero and
Molina, 2011). In addition, it helps the firm to connect directly to the customers, ensure
longer retention, and brand loyalty.
Unilever invested in a long-term marketing strategy considering divisions and brands to
achieve profitable growth. This approach also lies in the core of their business model guiding
how to meet the growing demands of the consumers and act in an effective way in a world of
finite resources. In addition, their marketing strategy also revolves around brand innovation
supported by advertising and marketing across a range of mediums (Pope, Isely and Asamoa‐
Tutu, 2009).
On the other hand, ITC has a well-built brand presence as of extended product portfolio and
the company also create positive brand awareness with undertaking of several promotional
activities. The company has adopted an aggressive marketing strategy by taking help with
every promotional tool including social media, electronic media, print media and others to
market its products. The company do promotion of their various products through celebrity
endorsement as it raises customer awareness faster than the other.
Below is the marketing mix of both the company is stated –
 Product – Unilever expands its consumer goods business through the years. In
addition, the company also has widened their product-mix owing to 400 brands, with
a turnover in 2017 of 53.7 billion euros (efanews.eu, 2018). The major product
category hold by Unilever includes Foods, Refreshment, Homecare and Personal care.
Moreover, Unilever organisation structure reflects the diversity of consumer goods in
their product mix. The personal care portfolio represents Unilever largest category
with turnover of €20 billion. Towards this category, Unilever focused on innovation