Unilever's International Market Entry Strategies: A Comparative Analysis

Investigative Report

Executive Summary
The report is based on a business entry into new market. It must be noted that market
entry strategies are different from market strategies. the former are used by businesses while
entering into new market while the latter is used by the company for being successful in the
entered market. It is an investigative report on Unilever’s international market aspect. Unilever is
a multinational having British origins, the company deals in consumer goods. When a company
wants to enter into a new market it uses some strategy for the purpose. Some of the common
market entry strategies that are used widely includes direct exporting, licensing, franchising,
partnering, joint ventures, etc. The report covers strategies that Uniliver adapts to. There are
various strategies that are available to a company aiming at establishing market an analysation of
which helps in deciding the best strategy.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Background of Unilever..............................................................................................................4
Two International Markets..........................................................................................................5
Reason for Selecting the Market..................................................................................................6
Analysing the method of Market Entry.......................................................................................6
Reviewing Potential Marketing Strategies..................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1