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Marketing Strategy and Global Markets

   

Added on  2020-03-16

16 Pages3767 Words42 Views
Business DevelopmentProfessional Development
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Running head: MARKETING MANAGEMENTMARKETING MANAGEMENTName of the StudentName of the UniversityAuthor’s Note
Marketing Strategy and Global Markets_1

1MARKETING MANAGEMENTTable of ContentsIntroduction......................................................................................................................................3Task 1...............................................................................................................................................3Marketing Plan for Unilever........................................................................................................3Situational Analysis.....................................................................................................................4Marketing Objectives using SMART format..............................................................................6Marketing plan.............................................................................................................................8Marketing Budget......................................................................................................................10Recommendations......................................................................................................................11Conclusions................................................................................................................................12Task 2.............................................................................................................................................12Critical appraisal of knowledge gained from undertaking team project....................................12Record of all contacts between team members..........................................................................13Analysis of individual contributions in a team..........................................................................13Evaluation of overall success of project....................................................................................13References......................................................................................................................................15
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2MARKETING MANAGEMENTIntroductionThe objective of the report is to highlight on the marketing plan for Unilever organizations forlaunching one of their product in new international market. It is one of the world’s biggestconsumer goods organizations as accounted by total revenue and is headquartered in London.This company owns over 400 brands and this provides them the unique position in global market(Bahadir et al. 2015). The vision of Unilever is to enhance business growth while decreasingtheir environmental footprint and increase their social impact positively. The corporate structureof Unilever is responsible for innovating new products in the company’s global business. Theorganizational structure of this company adapts with variation in consumer product industry aswell as in global market. In the present situation, Unilever uphold structure that addressesbusiness needs as accounted by managing goods types globally. This company aims inattainment of customers satisfaction by producing high quality products.Task 1Marketing Plan for UnileverMarketing plan refers to systematic exercise for formulation of marketing strategies within theorganizations. Marketing plan is vital for business as it facilitates in enhancing business growth.It helps in coordinating business activities, which can further facilitate in attaining businessobjectives within specified time (Wood 2014). In addition, it helps in appraising financialperformance and capitalizes on the strength of the business. Implementation of marketing planminimizes weakness as well as risk of failure in business. Moreover, it opens up newopportunities of business expansion in the global market. Economic condition of the country is
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3MARKETING MANAGEMENTalso crucial for each business as it prompts them in undertaking strategic marketing plan forlaunching their existing good in new market.Unilever is well known as FMCG (Fast Moving Consumers Goods) giant in this industry. Theirportfolio in product mix integrates diverse selection of FMCG products that ranges frombeverages, foods, home care as well as personal care products. The company achieves its goaland transcended in the international market successfully through their effective marketing plan.In fact, the marketing strategy also aids the company in gaining huge revenue as well ascustomer base. The marketing plan that Unilever should adopt must be complemented with theirdifferent pricing strategy across the nations. However, the diverse marketing strategy will furtherease market expansion process and this will trigger growth in business through development inmarket of existing goods. This organization should mainly focus on the developing as well asemerging markets for increasing their prospect of sales growth. This study elucidates on thefeasibility of Unilever launching one of its brand ‘Pure It’ water purifier in South Africa. As amarketing consultant, the marketing plan for Unilever is prepared for launch of this product inSouth Africa.Situational AnalysisThe economy chosen for launch of ‘Pure It’ water purifier is South Africa. South Africa has oneof the huge emerging markets despite global economic slowdown. This economy is sophisticatedas well as diverse in terms of wealth, financial services and investment (West et al. 2015). Thisnation has vast potential as investment destination and offers highly developed economicinfrastructure for business organizations. There are few reasons behind selecting South Africa forlaunching this product. These are:
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