Porter's General Competitive Strategies Framework for Unilever

Leading Strategic
Decision Making

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Question 1. Porter's General Competitive Strategies framework to determine the organisation's
strategy to evaluate its competitive advantage............................................................................1
Question 2. Identify the benefits and limitations of the Porter's General Competitive
framework ..................................................................................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Strategy refers to the actions that are taken by manager in order to attain one or more
objectives of organisation. This is treated as one of the general direction set for the company
which has different components helping in terms of achieving desired state for the future of the
company. Leadership refers to the ability of an individual through which they can influence and
motivate the people under their guidance (Liu and Yu, 2022). For this report Unilever is
considered which is a UK based multinational consumer goods company that provides FMCG
products in the market. The organisation was founded in the year 1929 in United Kingdom and
has its headquarters in London, England. The respective organisation deals in diversified product
range that includes food, mineral supplements, cleansing agents, pet food, personal care,
condiments, air purifiers and many more commodities. This report covers the analysis of
Unilever's business strategy with the help of Porter's Generic Competitive Strategies framework
and further the evaluation of this framework in terms of advantages and limitations is also
discussed.
MAIN BODY
Question 1. Porter's General Competitive Strategies framework to determine the organisation's
strategy to evaluate its competitive advantage
Porter's generic strategies is a framework that is used by the company in order to analyse
the competitive advantages across the market scope. This is one of the most essential framework
which will help in terms of analysing the competition factor of the market. Unilever is one of the
most reputed FMCG firm and there are several companies that deal in this sector and therefore it
is essential for the firm to manage the competition by applying different range of tools that will
help in analysing the competitive factor of the company (Krasniqi and Statovci, 2019). This
framework is helpful in determining the strategy that can be applied in the business model which
will help in terms of attaining the objectives of business. Unilever has a broad differentiation
strategy for gaining competitive advantage. The main focus of this strategy is to emphasise focus
on the features and characteristics which will help the business in terms of differentiating the
products.
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