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Unilever's Marketing Mix Assignment

   

Added on  2021-04-21

20 Pages5944 Words2100 Views
Running head: MARKETING OF UNILEVERMarketing of Unilever Sri LankaName of the StudentName of the UniversityAuthor note
Unilever's Marketing Mix Assignment_1
1MARKETING OF UNILEVERExecutive Summary:Marketing activities generate revenue and are thus important to multinational companies tohold their positions in their important markets. This makes them conduct external marketanalysis and their internal analysis to re-strategise their market segmentation and positioning.The companies align these strategies with their marketing mixes to maximise the revenuegeneration and resultant share holder base. The assignment would study these aspects fromthe point of view of Unilever Sri Lanka with Sri Lanka as the market of study.
Unilever's Marketing Mix Assignment_2
2MARKETING OF UNILEVERTable of ContentsIntroduction:...............................................................................................................................21. Market environment of Unilever Sri Lanka:..........................................................................2Internal Organizational Environment (SWOT)......................................................................2External Market Environment (PEST)...................................................................................3Operational Constraints..........................................................................................................42. Segmentation, Targeting and Positioning of Unilever Sri Lanka:.........................................4Segmentation:.........................................................................................................................4Targeting:...............................................................................................................................5Positioning:............................................................................................................................53. Marketing Performance of Unilever Srilanka........................................................................54. Ansoff matrix of Unilever:.....................................................................................................7Market development:.............................................................................................................8Market penetration:................................................................................................................8Product development:.............................................................................................................9Diversification:.......................................................................................................................95. Marketing Mix Analysis......................................................................................................11Development of action plan:....................................................................................................12Activity 1: Conducting a PESTEL analysis and SWOT analysis: 6 months.......................13Activity 2: Using market penetration (Ansoff matrix): 6 months........................................13Activity 3: Employ a advertising service agency: 1 year.....................................................13Activity 4: Strengthen online presence: 1 year....................................................................13Activity 5: Acquiring local diary brands of Sri Lanka: 3 years...........................................13Activity 6: Introduce new products: 6 months.....................................................................146. The cross functional dependencies of Unilever Sri Lanka...................................................14Conclusion:..............................................................................................................................15
Unilever's Marketing Mix Assignment_3
3MARKETING OF UNILEVERReferences:...............................................................................................................................16Introduction:Marketing is a very important role which the marketing managers in the multinationalcompanies undertake to ensure strong businesses of the companies. The marketing activitieshave several significances to the MNC companies. First, it helps them to market theirproducts which generate revenue. Secondly, they can channelize this revenue towardsachievement of future growth. The assignment would take into account marketing of the SriLankan arm of the British Dutch company Unilever, Unilever Sri Lanka. The paper wouldfirst delve into the external and internal market analysis of Unilever Sri Lanka throughPESTEL and SWOT respectively. Then the next section would explore the segmentation,targeting and positioning of the multinational fast moving consumer goods manufacturingcompany. The third section would explore the present market performance of Unilever SriLanka to predict its future business generation (UnileverSrilanka.com 2018). The next sectionwould be an Ansoff matrix analysis of the company’s present and prospective product line.The fifth section would be a marketing mix and an action plan drawing from the previousdiscussions. The final section would point out how every department and branch of Unileveroperate in an integrated manner to give the company its enviable position it holds in theFMCG market. 1. Market environment of Unilever Sri Lanka:Internal Organizational Environment (SWOT)The internal organizational environment of Unilever Sri Lanka can be explained in theform of a SWOT Analysis. STRENGTH1. Multinational company has strong globalpresence.2. The quality of the Unilever Sri Lankaproducts has its reputation.3. Having a good distribution networkuniversally.4. Having a good consumer satisfaction.5. Products must be promoted strongly withWEAKNESSES1. Logistics charges get higher because of thevast geographically dispersed market.2. Lower revenue generation compared topromotional cost adds to the cost ofproduction.3. There is a down curve in the sales growthif compared to other competitors of themarket.
Unilever's Marketing Mix Assignment_4

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