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Principles of Marketing Management - Unilever

   

Added on  2020-09-17

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Principles of Marketing Management
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Table of ContentsExecutive Summary .............................................................................................................................3INTRODUCTION................................................................................................................................4Task 1 ...................................................................................................................................................4Background of the venture ..............................................................................................................4Task 2 : Macro analysis .......................................................................................................................4PESTLE Analysis for the Unilever .................................................................................................4Task 3 : Micro Analysis .......................................................................................................................5TASK 4 : Competitive Analysis...........................................................................................................6TASK 5 : SWOT Analysis....................................................................................................................8TASK 6 : Strategic priorities and recommendations for Unilever........................................................9CONCLUSION..................................................................................................................................10REFERENCES ..................................................................................................................................11Books and Journals .......................................................................................................................11
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Executive Summary This report includes the marketing principles and tools that the various organisationadopt and practice in order to effectively promote their products and services in themarketplace. The Unilever company has been taken into consideration in thefollowing report which is further analysed by using various techniques such as Microand macro analysis as well as SWOT analysis.
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INTRODUCTIONTo satisfy the needs to achieve the organisation goals and objectives each and every businessor firm utilizes various marketing tools and practices such as Promotion, planning, execution of theconcept, distribution of goods and services etc. There are various theories and principles ofmarketing which are adopted by an organisation in order to gain competitive advantages in themarket(Armstrong and et.al,2014). The report is in context to Unilever, a transnational goods'organisation based in UK. The project includes detailed analysis of the factors affecting theUnilever to identify the strength, weaknesses and opportunities in the market. The report will alsoinclude the future business strategies the organisation can adopt in order to achieve success. Task 1 Background of the venture The Unilever was established its business as a soap-maker company known as the LeverBrothers. The company got a huge success by introducing the sunlight soap in the year 1890. Thecompany focused on manufacturing the products instead of just selling them to the customers. In theyear 1930 the Unilever started promoting their products in the Latin America which contributed inthe growth and development of the company. By the year 1940 the Unilever started expanding intonew areas of business such as Chemical manufacturing and food products. Later the companyidentified they can not achieve or gain popularity only by expanding and resizing their organisation,they understood the need of marketing strategies for attaining the desired success. The Unilevernow collaborated with the Lipton and Pepsodent to expand their operations(Lilien,Rangaswamy andBruyn,2013). The company started focusing on innovation by offering variety of products to itscustomers. This resulted in the increase of demand and sales of the organisation. The Unileverincredibly achieved a huge growth in the market and became the most consumed product brand forfood, personal care, home-care in the world. Task 2 : Macro analysis PESTLE Analysis for the Unilever The various external factors that affect the Unilever can be identified by using the Pestle analysiswhich is as mentioned below - Political factors : American and European Laws – The Unilever is subjected to the legalrestrictions and regulations imposed by the European commission as well as the Drug andFood administration in the US(Smith,2014). These laws need to be followed b the companyor they can face legal issues such as criminal, civil and risk penalties. This can be verycritical for the owner or top level management as they can be imprisoned for not followingthe regulations. The Unilever needs to work according to the various laws and regulationsimposed in different countries in which they are operating their business activities. Economic factors: Competition is ready – The economic conditions of various areas aredifferent, the condition of the economy decides the power of purchasing among the people.The people are demanding products with cheap prices in such areas, The consumers areaffecting the Unilever directly by increasing or decreasing the demand of the products. TheUni-lever's profits and cash flows are getting negatively influenced by the customerschanging demand. The Company has expanded its business various markets and areas thathelps it to manage the profit and loss by selling products. Social factors – The Unilever has not only considered the sales and profit earning targets by
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