Strategic Analysis of Unilever

The assignment focuses on a strategic analysis of the multinational consumer goods company Unilever. It utilizes various analytical frameworks such as SWOT analysis and PESTLE to examine Unilever's strengths, weaknesses, opportunities, threats, political, economic, social, technological, legal, and environmental factors. The assignment draws upon academic literature and resources like 'The CPA Journal', 'Unilever: A Strategic Analysis,' and online sources for its analysis.

MARKETING ESSENTIALS

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Roles and responsibilities of marketing function.............................................................3
P2. Way in which roles and responsibilities of marketing relate to the wider organisational
context....................................................................................................................................6
TASK 2............................................................................................................................................8
P3. Applying marketing mix to different business organisations...........................................8
P4. Producing a basic marketing plan for CADBURY........................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing the process of management that is used to sell good and services to customers.
Basically, it is the activity of interesting potential customers and clients in the products and
services of the company. In other words, marketing has less to do with getting customers to pay
for the products and services of the company. This also helps in generating market demand of
goods by fulfilling purchaser's desires (Wheelen and Hunger, 2011). The present assignment is a
brief study of CADBURY that is British multinational confectionery company and established in
the year 1824. It operates in 50 countries across the world. Company adopts various functions of
marketing in order to attract customers in the competitive market. Apart from this, the report has
discussed various roles and responsibilities of marketing function in the business organisation.
The interrelation of marketing with its other departments of the company are also enlighten in
this document. Marketing plan and marketing mix are also defined in this case study.
TASK 1
P1. Roles and responsibilities of marketing function
Marketing is the method which helps in to populate, implement and communicate the
offerings of the company which it has produced or manufactured. In addition, marketing function
has a great role in the growth and success of company. It helps a business organisation in order
to source or identify potential products and then endorse them in the marketplace. In large
business organisations, marketing functions might include conducting a market research,
producing a marketing plan as well as product development. Along with this, it also helps in
overseeing advertising, dispersion of sale, promotion, public relations or customer services. In
CADBURY, marketing helps in promoting products in the competitive market as it can initiate
its sales to which it is manufacturing (Welford, 2013). CADBURY was established in 1824 at
England by John CADBURY who was sold coffee, tea and drinking chocolate. It is the oldest
and richest family run business globally; in 1969 it was integrated with Schweppes Limited.
CADBURY is the third leading producer of soft drinks and fourth leading confectionery in
world. The company has around 65000 employees as well as 35000 direct and indirect suppliers.
Currently, firm operates in around 60 countries. Its headquarters are in London. It is seller of
various chocolates i.e. Dairy Milk, 5 Star, Bourneville, temptation, Munch, etc. as well as in
beverages, cookies and bars.

Roles and responsibilities of marketing function -
 Marketing helps in establishing an effective strategy as it is necessary to get closer to the
customers and listen them in order identify their needs and wants. In addition, marketing
manager of CADBURY is liable to receive customer’s feedbacks and reviews.
 It is important for the owners of CADBURY to recognise their market position as well as
competitiveness. . So as from marketing, employers are able to implement best methods
and find out their mistakes and find out their appropriate solutions. Simultaneously, customers’ needs innovative and creative products, so as marketing
helps in producing quality goods. The marketing department works on new strategics of
promotions and customers retention techniques as well as affiliate programs and focus on
improvements in their conversation by their actions and messages.
A brief justification of marketing function is stated as follows: - Marketing information system – In large business, organisation requires marketing
information system in order to communicate and for transferring data. The system
supports managers as they can take necessary marketing decisions. It also helps in
analysing as well as assessing the marketing information (Shumate and Ketel, 2014).
CADBURY has an effective marketing information system through which it can
communicate continuously from its inside and outside stores or organisations. MIS is a
set structure of various methods and procedures for doing day to day business activities
and tasks. The system is extremelyimportant as the strength of business economies that
depend upon their services and helps company to better understand the specific desires
of customers. Distribution Channel management – Marketing function also assures that how company
will sell its products to the people who want to buy them. It means to choose an
appropriate method or way by company to trade its services in competitive market. In
addition, the distribution function also consists as the centre of logistical and
transportation consideration. This is essential for CADBURY because it affects sales and
profits of the company; distribution channels also influence customers satisfaction.
Business to business distribution occurs among a manufacture and industrial users of raw
material that is required for the producer of finished products and services. Whereas
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business of customers distribution occurs among final users of the products and the
manufacturer. Product management – This function of marketing is related with life cycle of business
enterprise. Product management deals with prediction, planning and advertising of
product at all its life stages. It has a vital role in CADBURY that supports to make a
product more valuable and qualitative in comparison with its competitors. There are two
factors involved in product management such as development and marketing. It helps the
marketing manager as they can drive for new product development which will deliver
exclusive benefits and superior values to consumers. Through the same, company can
easily achieve success and product profitability in the target market (Reed and et. al.,
2013). Pricing – Many business organisations focus on that their products strategics as how they
can offer the best quality at lowest prices. Price is the factor that attracts many customers
from competitive market. Along with this, the price of merchandise rely upon how and to
whom it is being marketed on its inherent values. CADBURY needs to promote cheap
goods at low price. This will encourage mass buying. Sometimes, luxury items are also
good in quality and it is not possible for people to buy them. Therefore, setting the correct
price for goods and services of company can be a great challenge for it. For example – if
the price of chocolates are too high then CADBURY might lose its customers although
low prices break down the profits of firm. Promotion selling – The term promotion is frequently used in advertising and it is one of
the most important elements of marketing mix. With the help of promotion, customers
can easily get knowledge about the uses and quality about the product. In other words, it
helps in boosting user's awareness regarding brand, creating brand allegiance,
maximising profits and generating sales. There are three objectives of CADBURY's
promotion selling i.e. increasing demand, to differentiate a product form others and
providing information to target market. An effective promotion plan is also able in
evolving brand equity, new production acceptance and positioning. Financing – Everything needs finance that assists in initiation of business activities in
global market. It takes money for making cash flows to the firm. Finance is an essential
function of marketing to finance for new products or merchandises. Simultaneously,
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marketing also requires finance in order to promote product and services; this will also
support in boosting up the sales (Rankin, Windsor and Wahyuni, 2011).
 Packaging – Product packaging has too indispensable role in marketing. The packaging
and labels can be used by marketing managers in order to encourage potential customers
to buy the products. In addition, this is also useful in convening and information
transmission of goods. It means packaging helps to communicate how to use, recycle,
transport or dispose to the product. . It serves as a practical purpose of helping to store,
transport and display as well as handle the product. Designing packaging from a
marketing perspective also includes brand recognition.
P2. Way in which roles and responsibilities of marketing relate to the wider organisational
context
In every business organisation, there are various departments which jointly contribute
towards its growth and success. CADBURY is a multinational confectionery company that has
many departments in order to complete its different functions and activities. If a business become
very wide so as it needs to be individually maintained and directed each and every department.
Employers of the firm have to be monitored and evaluated effectively in order to ensure that they
are working properly (Myers and Korsmo, 2014). Along with this, marketing department also
has an interrelation with all these departments i.e. finance, research & development, operation &
production, human resource management, customer service, information technology, sales, etc.
Below mentioned is the brief description of all these departments: - Finance – Marketing and finance; both are the two main pillars of company which help
in its growth and success. Finance is concerned with profits, costs, sales growth,
feasibility of projects and financial performance of firm at the end of year whereas
marketing focuses on sales targets and volumes, advertising, profits in comparison to
competitors, publicity and so on. Therefore, if company has a strong finance base as it
can easily set its sales goals and targets; it will also helps in compensation for sales
people and seeing that everything is going as per the plan or not. Human resource management – In today's world, most of the firms seek new methods in
order to grow and develop in the competitive market. For that, it needs talented personal;
as the result is that marketing and HR departments are connected with each other. The
main aim of human resource department is to identify the people who have innovative
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and technical skills (Mojaveri and Fazlollahtabar, 2012). Such people work
comprehensively and bring positive notoriety for the business. Marketing helps HR
manager that the organisation exists first internally then externally. When HR is used
marketing techniques for inspiring workers; this will help in increasing profitability as
well as the sales of the business enterprise. Operation and production – The operation, logistics and production department within
business works with marketing department. Production is the process that involves
modification of raw material into finished products by adding economical values. In
addition, operations may include many other practices such as distribution, warehousing
and packaging. . Logistics would include getting the product from warehousing and then
send it to the customers or retailers in effective manner. Obviously, marketers are
required to sell products and services to customers within reasonable time period. With
the help of logistics i.e. planes, Lorries, trains and techniques are used in order to sell
products to buyers. Research and development – Marketing unit is liable for researching and developing the
marketing plan. In CADBURY, the division of research and development department is
the engine that provokes new thoughts or ideas, inventions as well as creates new goods
or items. For example- CADBURY always needs to develop tasty and attractive
chocolates in order to survive in globally. Research and development department should
be driven by the marketing concept; it is assistive in identifying needs and wants of
potential buyers. In addition, marketers would liaise with researchers to ensure that
buyers desires are represented. This will help in accomplishing goals and objectives of
the company in target market (McDonald and Wilson, 2011). Sales – Marketing and sales are often seen as two segregated departments in the
company. The prime function of sales department is to increase sales of the company by
using different aspects of customers relationship. Whereas marketers motivate the
methods of leading and build a relations form potential customers by a variety of
strategics. Customer services – The unit is very much integrated into marketing. In CADBURY, the
customer service department is liable to resolve queries and issues of customers, it plays
a role as the central driver. This function also resolves a series of activities that are
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formulated in order to facilitated the exchange process by making sure that buyers are
fully satisfied. It is essential for companies to change their old strategies and policies to
create an effective organisational structure. Customers service department is interrelated
with marketing by knowing customers reviews and feedbacks as they can modify their
products and services accordingly. This will helps making a products as per the needs and
wants of customers; and also enhancing sales as well as profits of the company (Madsen,
2016).
 Information technology – IT department has a significant role in the growth and success
of firm. In this competitive world, it is essential for managers to use the best and
innovative techniques at the time of production process. It will make a company more
productive and competitive than its competitors. The department basically focuses on
using web portals. Along with this, marketing managers also need IT support process in
order to promote their products in the marketplace. If CADBURY gives all the
information at its website this will help to customersas they can check availability of
stock and the purchase process of a particular product.
TASK 2
P3. Applying marketing mix to different business organisations
Marketing mix is all about putting the right product or a combination in the corrext
place, on the accurate time and at the suitable place. A business enterprise needs to consider the
concept of marketing mix in order to meet buyer’s needs in an impelling manner. Product, price,
place, promotion, process, people and physical evidence are the important aspects of marketing
mix.
A brief description of CADBURY's marketing mix is described as below: - Product – A product refers to the thing or item which is actually being sold in the market.
The product should supply a maximum level of performance otherwise other elements of
marketing mix wont be work good. It can be anything that is offered to market for
gaining attention, acquisition and consumption that might satisfy a need (Macdonald,
2012). CADBURY is the most biggest and accepted chocolate brand over the globe. It
caters to every class and age of people. Company has positioned itself as something
sweet which is required for everyone cause of its acquisitive taste. In addition, the
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product line of CADBURY is almost unique that is being owned by a major
manufacturer. Its products are memorable and exciting, whereas its core business is
delivered chocolates, bars, gum brands and drinking chocolates products, i.e. Eclairs,
gems, 5 star, OREO, perk, bubbaloo, dairy milk, silk, temptation, celebrations, bournvile
etc. the company has power to line up products, CADBURY has 1 or 2 cash cows but it
has several stars shares of the market. Price – This is the amount of money that is charged by the company for a particular
product. CADBURY has a very convenient prices for its all products. The price that is
charged for a chocolate can determine whether a consumer will buy it and the level of
sales is accomplished as CADBURY Schweppes will make a profit. Along with this, it
operates its functions over the world by third party promoters and business to offer a
discount on the entry price. Pricing strategy of the company also helps in arbitrating
participation costs for competing leisure activities (cinemas, other attractions etc.) as well
as the price recommended selling price for confectionery and merchandise. Apart from
this, with quality come prices, as the quality of the products of CADBURY is high and
the beverages and Oreo requires constant marketing to be on top. Place – The distribution of CADBURY is widespread and fantastic. They present in all
urban areas as well as towns and rural areas. The rural marketing of CADBURY is weak
because demand of its products is also low in such places. It follows the same mantra as
preferred by FMCG marketing which is breaking the bulk (Love, 2011). Along with this,
its products are produced at the chocolate factory in Bournville in Birmingham, after
chocolates are produced and then undergone for all the quality checks it is transported to
the stockrooms. Recently, there was an advertisement which promoted that CADBURY
buys only the best cocoa beans from Ghana for its chocolates. These chocolates are
distributed over the globe and now, the company is presented in more than 200 countries. Promotion –Company is adopted various promotional strategics in order to sell its
products in competitive market. CADBURY has produced various innovative products
and items for attracting t more customers. Along with this, promotion aim of
CADBURY is to target many audiences that is a vital part of the marketing management
function. It promotes its products at television, social media, print media, posters. The
company has several tag lines i.e. Taste likes this feels, eat more milk etc. Promotion
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support a company to make higher sales and achieve goals and objectives of the
company. Process – CADBURY keeps a record of all process; like methods and process are used
in production of chocolates. It also a keep a record of services that are supportive for
the buyers or not whether they are informed or not. The company has to adopt effective
tools and techniques of production in order to make their product more effective and
innovative (Krishnan, 2013). People – People always has a significant role in brand establishment because they are
directly involved at the time of recognition of it in the market. Such people also has an
important role in the growth and success of the product. . CADBURY targets young
persons as well as children mostly as compared to elders. Physical evidence – The company keep a record of all experiences which is getting by
physical questioning, it also concentrate on buying behaviour of its customers by
providing them guidelines and information about the uses of products which they are
purchasing by giving them pamphlets and brochures.
Marketing mix of nestle: - Price: Flexible prices are the important factor of the nestle in global market. For
example - milk bar is the largest selling brand that is being sold out the same prices as
that other low quality products while maintaining its quality. There marketing strategy
includes a wide range of pricing strategy and by maintaining their product rates. It also
includes that prices are affordable all types of consumers as they have wide range of
single product as in the case of beverages (Baraya, Budden and Escobar, 2011). Place: nestle products have their main business area in the Europe market from where
they can almost have 90% sales and revenues. It is running globally an set up its
business approx 86 countries. The company has covered a large market share over the
world confectionery industries. Its products are available in all its varieties at the
minimum outlets. And the company is always looking forward to expand its outlets. Promotion: promotion strategies of the company have to planned if they want to increase
its sales. Company can use advertisement on electronic and also consider social media to
boost up popularity of the products. The organisation always pay higher amount for its
promotional activities so as it can attract many customers.
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 Product: nestle is world's largest food and nutrition company almost six thousand
products are being hosted under the brand named nestle. It products are very wide spread
range counting almost all daily use products as well as occasionally used products. Core
products are includes water bottle, coffee, cereals and pharmaceutical products like
chocolates, beverages and milk products. Main raw material for its milk products are
treated and packed in tetra packaging, moreover the packaging is long lasting as well as
tempting. Nestle provides the products to the customers including all legal supports. People: All companies are relent on the people who run them from front line sales staff to
the managing director. Having the right people is essential because they are as much a
part of your business offering the products and services are offered by a company. . With
out people nestle can not provide best products to their customer so they 0play crucial
rule in the marketing of the products of the company (Chavis, Klapper and Love, 2011). Process: It means a system by which products can be delivers to the customers is know
as process. Nestle has use its core competencies and skills by which they can use provide
better services of customers
 Physical evidence: Almost all services include some physical elements even if ther bvulk
of what the consumer is paying for is intangible. For example nestle provide their
customers with complete product with quality. Even if the material is not physically
printed are still receiving a physical product by this definition. Physical evidence is is
considered by the organisations if they want to give best services and products to their
customers. It is play vital role in nestle for provide their best services and product.
P4. Producing a basic marketing plan for CADBURY
A marketing plan is an integrated part of business enterprise which needs solid marketing
strategy. It contains a list of activities or actions that will be included in the marketing plan of
CADBURY. In other words, marketing plan is a comprehensive document which outlines a
business's marketing or advertising efforts for the upcoming year. Along with this, it also
encompasses the existing marketing position of firm and a description of marketing mix in order
to achieve goals and objectives.
Below mentioned marketing plan of CADBURY is described is as follows: - Situational analysis – It is the first step of marketing planning process. While developing
a marketing plan, company needs to conduct organisational as well as environmental
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audit (Klapper, Lewin and Delgado, 2011). It can be done through SWOT and PEST
analysis by which company can easily analyse the factors those will impact upon its
growth and success over the market. SWOT analysis is helpful in identifying strengths,
weaknesses, opportunities and threats whereas, PEST analysis is useful in determining
political, social, environment, economic, legal and technological factors. Marketing objectives - After that, CADBURY needs to decide its marketing objectives. It
is a leading company in food products and CADBURY wants to reach to all segments of
the society so as the firm is providing its goods on various occasions for increasing its
sales and profits. CADBURY has diverse products and it needs to provide them in the
market of several countries. Along with this, the firm have to make various strategies
that how it can sell its products in international market. For that, it needs to focusing on
effective advertisement campaign that can make its products more popular between users. Market segmentation – CADBURY is presently serving a wide range of market ranging
from the adults to children. It has been covering a large marketing population appeal in
its marketing strategy; however this marketing strategy of CADBURY is targeted the
female adult population (Jehangir, Dominic and Downe, 2011). More than 50% of the
UK population is women and thus, the organisation is targeting large markets. Target market – When the company has implemented its market, then it is essential for it
to target the market in various segments. CADBURY looks for the target group or
segment in order to provide products to meet the demands of users. It needs to find out
convenient stores, hyper and super markets where consumption of chocolate is very high.
At last, it also has to provide products to teenagers, women and children who are loved to
eat its products. Product differentiation – After setting the target market, company needs to use product
differentiation. It means, CADBURY have to used various methods and techniques in
order make innovative and effective products for customers. Develop a marketing strategy – CADBURY has maintained its effective distribution and
brand equity with the help of marketing mix. This will help to provide its products to
clients. This products are easily available at the stores, company needs to use effective
distribution channel which creates competitive edge for it in order to reach the target
market (Jayeoba, 2012).
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 Return on investment – CADBURY can perform various strategies to market its
products and grow their business and they can earn more profit from its different
marketing activities of the company. It allocates funds for its several funds towards
business activities. With that, the brand will get desired results and higher return on their
investments.
CONCLUSION
From the above mentioned report, it has been concluded that marketing has a significant
role in the growth and success of company. The present assignment is based on marketing
strategy of CADBURY. The company is using various strategies and polices as it can reach a
large number of customers. There are various marketing functions which are liable for the entire
development of company are also discussed in this present assignment.. Marketing is
interrelated with other functional units of the firm to produce better for their potential
customers. . Along with this, marketing mix in comparison of NESTLE is also discussed and
marketing plan the organisation is produce in the assignment.
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