Unilever Corporate Identity and Competitive Strategies

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Strategic Management
Report
4/26/2018
Student Name

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Contents
Introduction................................................................................................................................1
Task 2.........................................................................................................................................1
Task 3.........................................................................................................................................2
Task 4.........................................................................................................................................3
References..................................................................................................................................4

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Introduction
The report discusses the Unilever corporate identity and how it will have used its competitive
strategies to have an edge in the market. The report highlights the fact about the corporate
identity of the company and its relation to the product and service portfolio. Also, the
business units of Unilever have been discussed here. The analysis discusses about how the
sub units of Unilever works, what are their profit centres and which unit is giving the highest
revenue to the company. Structure of the Unilever is also taken into consideration. Discussion
related to achieve the sustainability of the business is also there that how the Unilever
achieved the sustainability in the business. What tools and strategies they are using for it. The
facts related to social responsibility is also been discussed there (Martinsuo and Killen,
2014).
Task 2
Corporate identity is the identity or image of the company which it has made in front of the
public. It is a relation between the investors, public, and company. This relation should be
maintained for the purpose of facilitating corporate business objectives. Unilever is one of the
world’s leading suppliers. Unilever has three business units which include food, home, and
personal care. Company’s sales are estimated to be in 190 countries and reached 2 billion
consumers a day. The company has 172000 employees and able to generate sakes more than
50 billion in last year. The company is aiming to cover the large market share in developing
countries. Unilever has more than 400 brands found in homes around the world including
Dove, Persil, Ben & Jerry’s, Lipton, Magnum etc. (Frost, Jones, Loftus and Laan, 2005).

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Corporate identity of the Unilever found to be good in the market because of its different
product and service portfolios. Visual identity of the company gives the visibility and
recognisability to the business. Another thing that the corporate identity focuses is
shareholders and relationship between its units or division. Unilever has many division and
departments which are working with coordination and cooperation in the company and
making the brand reputation. Unilever is paying special attention to the corporate identity in a
time of organizational change. Corporate identity needs to maintained and managed on the
structural basis. It means maintaining the corporate identity is the responsibility of all
employees in the departments and units. It will lead to future organizational development
with harmony in its business.