Application of Porter’s Generic Competitive Strategies Framework for Unilever

Case study for Unilever
company

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
Q1. Application of Porter’s Generic Competitive Strategies Framework for determining
business strategy of the company to evaluate competitive advantage.........................................1
Q2. Critical evaluation of Porter’s Generic Competitive Strategies framework through
identification of advantages and limitations as well as development of three recommendations
about ways to overcome limitation..............................................................................................4
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
The term strategy refers to general plan of action that is designed by business managers for
attaining long term or overall objectives within situations of uncertainty. Strategic management
process is sequence of steps through which managers devise choice of tactics for establishment
enabling better performance (Bel, 2018). Effective strategic leaders undertake actions, for
example, strategic planning, management, using available resources optimally and hence forth to
ensure organisational specifies addition to attain its goals. Central role of competitive advantage
is to distinguish an establishment from its rivals. With this, a company becomes more durable,
set sense of direction, enhance operational efficiency and improve market share. Unilever is an
international brand that operates with vision statement of making sustainable living
commonplace. In the year 2021, Unilever earned net income of € 6.621 billion, operating income
of € 8.702 billion and revenue of € 52.444 billion (Annual Report and Accounts 2021
Highlights, 2021). As of 2022, the company workers with approximate of 149000 employees
across the globe. Key strategic choices of Unilever includes accelerating development of
portfolio into high growth spaces, win with brands as force of good, accelerate growth in key
growth markets, lead in channels of future along with build a future fit establishment (Unilever,
2022).
The case study covers application of Porter’s Generic Competitive Strategies framework for
determining organisation strategy of business to evaluate competitive advantages. It also
highlights benefits and limitation of the framework.
MAIN BODY
Q1. Application of Porter’s Generic Competitive Strategies Framework for determining business
strategy of the company to evaluate competitive advantage
Competitive strategies are delineated to set of policies which are used in a company for
gaining competitive benefits in the market (Cavaleri and Shabana, 2018). In a company,
competitive strategies guide in identifying addition to executing actions or practices which
permit improvisation of organisational competitive position. Strategic leaders of company have
major effect on culture of company and are considered as source of sustained competitive
advantage (Zapletalová, 2022). In case with Unilever, strategic leadership plays role of
streamlining processes, promoting innovation, boosting strategic productivity as well as
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