Principles of Marketing: PESTLE, VRIO, SWOT Analysis & Market Research

This presentation provides an overview of the principles of marketing, including PESTLE, VRIO, SWOT analysis, and market research. It discusses the impact of external factors on Unilever's business and evaluates its internal strengths and weaknesses. The presentation also recommends effective marketing frameworks and competitive strategies for Unilever.

Principles of Marketing

Table of contents
 Introduction
 Task
 Pestle analyses
 VRIO analyses
 SWOT analyses
 Market research
 Conclusion
 References

INTRODUCTION
 Marketing refers to the stimulation of the demand of the product
and services of the organisation with the use of different
marketing tools and techniques.
 Marketing is one of the most important aspect of the
organisation which helps the management to deal with the
competition in the market.
 As there are several companies are operating their business in
same industry which creates competition in the market.

PESTLE analyses of Unilever
PESTLE analyses is related to those strategic tool which is
used by the organisation to evaluate the impact of different
external factors on the business of the organisation. There are
different types of external factor are present outside the
organisation but it is important for the company that they
analyse their impact because the minor changes in these
factors can lead the great damage in the organisation. There
are six factors are present in this analyse and the brief
discussion related to these factors in context of Unilever plc
are given below:

Political
It refers to those factor of the PESTLE analyses which is
related to the impact of government policies and measures on
the business of the organisation. The management of the
Unilever has deal in consumer goods such as refreshment and
health care products. Unilever has operate their company in the
market of United Kingdom where several political issues
makes difficult for business organisation to operate their
business.

Economic
There are several types of economic factors are present in
economy of the country such as employment, economic growth
and many more. The impact of these factors are very high on
the business of the organisation. The economy of the United
Kingdom are suffers from the recession due to the pandemic
which enables the economy to reflect negative growth.

Social
The management of the Unilever has make their presence in
more than 100 countries of the world. All the countries where the
company operates their business has their existence are having
their diverse culture and tradition. It is very important for the
success of the company in these countries that their product
range promotes their culture and tradition. The management of
the company also develop their advertisement in different
languages so that many people targeted.

Technological
The sector of technology is one of the growing sector of the market
which promotes the technological advancement. The effect of
technological advancement are positive on the business operations
of the company. The management of the Unilever has used
effective and advanced technology in their organisation which not
only reduces the work of the employees but also promotes the
loyalty of the customers towards the organisation.

Legal
The product portfolio of the Unilever are very big which
contains multiple range of products such as home care, health
care and many more. It is estimated from the deep research
that the management of the company has currently operates
more than 400 brands. It is important for the company to
protect these products by a way patents. It is essential for the
company that they use various legal tools to protect their
product from different face organisations.

Environmental
This factor of the PESTLE analyses are based on the issue of rules and
regulation made by the government for the protection of environment
from the malpractices of the business organisation. It is very important
for the management of the organisation that they promote the natural
environment. The management of the Unilever is one of the most eco
friendly management of the world which has done many
environmental functions in their management.

VRIO analyses of Unilever
VRIO analyses is related to those strategic model of the organisation
which helps the management to evaluate their internal strength and
weakness on the basis of four factors. The brief discussion related to
the same are given below:

Valuable
 The financial resources of the Unilever are the valuable resources
of the company which helps the management to acquire the new
and advanced resources in the organisation.
 The employees of the Unilever are the valuable resource of the
organisation as it enables the management to develop effective
strategies in the business.
 The management of the company has many patents which are
highly valuable.
 The distribution network of the Unilever are highly valuable as it
enables the company to provide the right product at the right time.

Rare
 The financial resources of the Unilever are very rare which cannot
develop by all the companies.
 The employees of the company are rare because it is very difficult
for other organisations to develops such skilled employees.
 The patents of the company are rare as it is not developed by other
organisations of the world.
 The distribution channel of the company are not rare as many
companies has such distribution channels in the market.

Imitable
 The financial resources present with the Unilever are costly to
be imitate by the other organisations.
 Other companies has to spend huge amount to developed
workforce like Unilever so it is very costly to Imitate.

Organisational
 The financial resources of the company are well organised
which provided higher returns to the company.
 The human resource of the company are not organised.

SWOT analysis of Unilever
The SWOT analysis is a major tool which is helpful in increasing competitive
strength of Unilever. Application of SWOT analysis for Unilever company is
mentioned below:
 Strengths-
 Weaknesses
 Opportunities
 Threats

Market research
It is analysed from the market of United Kingdom that the competitors
of the Unilever are very strong as they provide stiff competition to
them. The competitors of the Unilever are Sainsbury, Asda and many
more. All these companies has developed effective marketing
framework in their organisation which helps them to cover the large
area of the market. All these competitors has developed price war in
the market which is very negative for the profit margins of the
company.

Recommendations
 It is recommended to the management of Unilever that they
have developed effective marketing framework in their
organisation so that they becomes able to deal with the
competition in the market.
 It is recommended to the management of Unilever that they
develop effective competitive strategies in the organisation.

CONCLUSION
It is concluded from this report that the development of
competitive strategy in the organisation are very important
because the level of competition can be increased. This
report concluded brief discussion related to the
environmental analyses of the company under which
different types of strategic tools are stated in this report.

References
 Antošová, G., Hausmann, C. and Pfeifer, V., 2021. Collaborative
Destination Management of V4 Countries and Germany During the
Covid-19 Pandemic. Visegrad Journal on Bioeconomy and Sustainable
Development, 10(2), pp.75-80.
 Gheibi, M., Karrabi, M., Mohammadi, A. and Dadvar, A., 2018.
Controlling air pollution in a city: A perspective from SOAR‐PESTLE
analysis. Integrated environmental assessment and management,
14(4), pp.480-488.
 Gupta, A., Gupta, N. and Gupta, M., 2019. British Airways-A SWOT
and PESTLE Analysis-The impact of Europe 2020 policy.
NOLEGEIN-Journal of Corporate & Business Laws, 1(1), pp.1-11.

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