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Marketing Strategy of Unilever

   

Added on  2020-12-24

13 Pages4528 Words385 Views
Business DevelopmentLeadership Management
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MARKETING STRATEGY
Marketing Strategy of Unilever_1

EXECUTIVE SUMMARYThis file is all about marketing strategy which adopt by Unilever in the organisation. It isabout growth rate, profitability and sales rate of the organisation. This file will include theenvironmental analysis of the organisation with internal and external both factors. It has beensummarised that the organisation also have competitive advantage such as USP and also usespromotional marketing strategy in order to attract wide range of customers towards them. Moreover,the report also concluded the process of STP which shows that it segments into different parts inorder to reach with wider level of success.
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Table of ContentsEXECUTIVE SUMMARY..................................................................................................................2INTRODUCTION................................................................................................................................4PART 1..................................................................................................................................................4Marketing audit................................................................................................................................4Evaluation of competitive advantage of Unilever...........................................................................7PART 2..................................................................................................................................................1Segmentation, Targeting and Positioning of Unilever in UK..........................................................1Recommended objectives and Goals...............................................................................................2Marketing strategies using marketing mix.......................................................................................2CONCLUSION....................................................................................................................................4REFERENCES.....................................................................................................................................6
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INTRODUCTIONMarketing strategy is the long term approach to planning with the fundamental goal ofachieving sustainable development and competitive advantage. It is the important part of theorganisation. Marketing refers to the thing in which the information exchange from customer toorganisation or organisation to customer. A marketer is the mediator between them. Marketing is allabout need and wants of customers and measure their satisfaction level. Unilever is the publiclimited company which deals in condoner goods industry. This file will include internal andexternal analysis of the organisation and its market situation, competitive advantage of theorganisation with situation analysis of growth, sales and profitability, segmenting, targeting andpositioning and marketing mix applied to the organisation.PART 1Marketing auditMarketing audit refers to the overall audit of the organisation include external and internalsources. It includes Goal, strategy, principles to ascertain the area of problem and opportunity torecommend the plan of action to enhance the firms marketing performance (Davcik and Sharma2016). Marketing audit is conducted by the third person. Audit should be comprehensive,systematic, independent and periodically. Components of marketing audit are following- Macro-Environment AuditTask Environment AuditMarketing Strategy AuditMarketing Organization Audit External analysis Political factors- Political factor plays significant role in the external factors ofenvironment. This factor affects the organisation too much. It makes impact on the organisations'profitability. Many of the rules and restrictions which has to be follow by the organisation and thiskind of things make impact on the overall production and profitability of the Unilever. It caninclude – government policy, political stability or instability in overseas markets, foreign tradepolicy, tax policy, labour law, environmental law, trade restrictions and so on. Political instability incountry also effect the organisation because if the government changes then the rules andregulations also changes which sometimes makes it difficult for organisation to run its operationssmoothly and makes bad impact on the organisation.Economic factor- It also has the significant impact on the organisation. Economic factor
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