Fundamental Analysis and Evaluation of Unilever's Marketing Activities

MARKETING
FUNDAMENTALS
ANALYSIS AND
EVALUATION -
ASSESSMENT 2

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Processes and stages of marketing mix........................................................................................3
Recommendation.........................................................................................................................8
CONCLUSION................................................................................................................................8
Stakeholders.................................................................................................................................9
Company Communicate with stakeholders and Stakeholder’s Impact on Marketing activities
of Unilever ................................................................................................................................10
Recommendation.......................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Fundamental analysis is the tool to evaluate the asset intrinsic value and the factors which
influences the prices in the future. It is done by analysing the external factors and financial
statement of the company. Unilever is the multinational company having its headquarters at
England. Their product category include packed foods, energy drinks, health care products,
beauty products etc. this study will discuss history and complete background of the company and
marketing mix as well. Definition of marketing and the marketing process. Containing mission,
objectives, strategies, situational analysis and control. Further it will show pestle analysis,
porter's five forces, and swot and also its advantages and disadvantages. Discussion of
segmentation, targeting and positioning with recommendation. In second part it will discuss the
stakeholder engagement and their impact on marketing activities. Definition of stakeholder by
discussing internal and external stakeholders. Communication of the company with stakeholders.
MAIN BODY
Processes and stages of marketing mix
Define marketing
Marketing is a process which is used to promote the buying and selling of products and
services in the market. This process would include advertisements, selling, and other methods to
make sure that there is delivery of products to the customers.
Define marketing process
To be able to reach the desired audience for the products and services there has to be
identification of problems, market opportunities and marketing material which has to be present
so that there is going to be higher profitability and sustainability in the market.
Mission statement
The mission statement of Unilever's marketing department is to satisfy and match the
needs and demands of the customers. This is going to make the loyalty and sustainability of the
clients be present in the company.
Situational analysis
Swot analysis
 Strengths
Unilever is operating in 190 countries therefore they have a lot of experience which is
present in the company to be able to operate effectively in the market. The name of the brand is

so popular that it is easy for the customers to be able to recall and this gets the portfolio of the
company even stronger which is good for a long run in the market (Wilson, 2019). Another
strength of Unilever is pricing flexibility for the customers so that there is going to be more sales
and distribution of products and services of the organization.
 Weaknesses
The products of Unilever are very imitable in nature which is a major drawback for the
company since there are a lot of competitors which are expanding and creating a competition for
the company. Unilever is also very much dependent on the retailers for being able to reach out to
the customers and direct affected behaviour of the organization is not present. There is low
switching cost which is present and that is going to make the substitutes in the market even
higher which is not a good factor for the profitability of the company (Huang and et.al., 2019).
 Opportunities
The company will have to use advertisements and social media for being able to make
sure that there is going to be higher opportunity. Health conscious customers will have to be
targetted by the company and improve their products accordingly so that there is going to be
higher operations and sales in the company which is good for the reputation and standards of the
company. Lifestyle and demands have to be matched by the company of the clients which are
increasing so that the company will be able to have strong brand value and image in the market.
 Threats
Unilever is having high competition which is present in the market which are Nestle,
P&G, etc. which are getting in new products and services to give competition to Unilever in the
market which needs to be monitored and controlled by Unilever. The company is not having its
private labelling for the products and branding of the company which is being the organization is
dependent on the retailers which needs to be present so that the company will be able to make the
threats lesser and make higher sales and profit margins (Garabinovic and Papic, 2018).
Objectives
 Unilever want to get a profit of 25% by the end of 2021.
 The objectives of the company are going to be fulfilled and satisfaction of the customers
is going to increase by 50% by the end of 2024.
 Unilever is also going to increase the market share and customer base by 55% by the end
of 2025.