Strategic Management Process of Unilever

STRATEGIC MANAGEMENT
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Table of Contents
INTRODUCTION................................................................................................................................3
2. PART A..........................................................................................................................................4
2.1 Strengths, Weaknesses, Opportunities, Threats (SWOT) Matrix..............................................4
2.2 Quantitative Strategic Planning Matrix (QSPM) Matrix............................................................6
3. PART B........................................................................................................................................10
3.1 Strategic position and action evaluation (SPACE) Matrix........................................................10
3.2 Grand Strategy Matrix.............................................................................................................11
4. CONCLUSION..............................................................................................................................12
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INTRODUCTION
Unilever is one of the most advanced consumer brands in the world.. They sell a large selection
of food, drink, personal care and many other items. Unilever's growth can be seen in its annual
revenue of 39.8 trillion in the year 2009, with a workforce of 163,000 in the country. The key
aim of Unilever is to bring value to people's lives. By fulfilling their daily needs, they want to hit
the customers. They will help people feel refreshed, look healthy and make the most of their
lives by offering food, grooming and self-care. They wish to further develop a new way of doing
business which prioritizes double the size of the enterprise and reduces the impact on the
environment.
Unilever operates in almost 190 countries worldwide and has traditionally been a sign of
excellence and consistency for the rapidly moving consumer goods industry. The competitive
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advantage of the company is focused on its worldwide presence and its track record of raising
customer satisfaction worldwide. While Unilever managed to develop at a respectable rate,
amid the current recessionary climate, as we address this latter point, the emerging threats
from a broad range of global, regional and local players cannot be ignored. As the subsequent
SWOT Analysis makes clear, the fight for the emerging markets could increase into an
unrestrained rivalry between the global giants, including Unilever and Proctor and Gamble, and
a number of local players.
Company Vision Statement
Unilever vision statement is "To make life commonplace sustainable. This is our belief that our
company will expand best in the long run."
Company Mission Statement
Unilever mission statement is "to make life more vital. With brands that empower people to
feel good, look good and get more out of life, we fulfill daily food, grooming and personal
care needs”.
2. PART A
2.1 Strengths, Weaknesses, Opportunities, Threats (SWOT) Matrix
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