Marketing Sales and Negotiation skills - Analysis of Unilever's PESTEL and SWOT, Marketing Mix, Sales and Negotiation Skills

Marketing Sales and
Negotiation skills

Table of Contents
INTRODUCTION...........................................................................................................................1
PESTEL AND SWOT ANALYSIS................................................................................................1
DISCUSSION AND ANALYSIS OF MARKETING MIX............................................................6
SALES AND NEGOTIATION SKILLS APPLIED BY UNILEVER............................................8
CONCLUSION AND RECOMMENDATIONS............................................................................8
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing role can be defined as the creating awareness of the brand in the market place
and representing the products and services to the target customers in a strategic manner. Sales
role is defined as the conversion of marketing role into the profit with the help of conversion of
potential customers into the real ones. Negotiation is defined as the arguments and discussion
among the stakeholders of the company about the product quality, quantity and pricing in an
efficient manner (Tamang, 2019). Organisation chosen is Unilever, it is one of the leading
international consumer goods company established in 1929 and headquartered in United
Kingdom. The following discussion is based on the PESTEL and SWOT analysis of Unilever.
Discussion is also made on the marketing mix of Unilever. Sales and negotiation skills applied
by Unilever is also discussed with conclusion and recommendations.
PESTEL AND SWOT ANALYSIS
PESTEL Analysis
It is defined as the analysis and examination of external components which is used in the
scanning of macro environmental factors. These factors determines the external business
environment which focuses on the strategic management within organisation. Such factors
includes political, economic, social, technological and legal.
Factor Impact
Political  It is the factor which explains
the impact of government on
the company's external
business environment.
 It includes tax policy, trade
restrictions, tariffs and
political stability.
 Either it is responsible for
opportunity or threat for the
firm.
 Unilever has the
opportunity in terms of
political stability.
Company is operating
in most of the countries
having low instability
in terms of political
factors.
 Company is facing
political issues in
European Union. It is
considered as threat for
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the firm.
 Company has an
another opportunity of
growing free trade
relations
(Vanhaverbeke,
Roijakkers, Pop and
Cross, 2018).
Economic  It is the factor which explains
the impact of economy on the
company's external business
environment.
 It includes tax rate, inflation,
labour, demand, supply,
wages, employment and
exchange rate.
 Unilever has both
opportunity and threat
in terms of increment
of wages in developing
countries. Which is
moderate in nature.
 Company has
opportunity in terms of
accelerating growth of
developing countries.
 Another opportunity is
the economic stability
in developed countries.
Social  It is the factor which explains
the impact of societal
behaviour on the company's
external business environment.
 It includes wealth, religion,
buying habits, education level,
family size, population
density, fashion, trends,
lifestyle and structure.
 Unilever has various
opportunities in terms
of social factors such
as rise in the health
consciousness.
 Moreover, rise in the
behaviour of
environmentalist and
systematic dismantling
of the gender divide
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