Strategic Management: A Critical Assessment of Unilever's Process and Impact of Internal and External Environment

Strategic Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Brief introduction including definition of strategic management..........................................1
Critical assessment of the process used by Unilever to determine their strategy...................2
A critical evaluation of the impact of internal and external environmental variation on
organisational strategy............................................................................................................2
Review of organisation's strategic plan and action plan on the basis of external or internal
environment change................................................................................................................4
CONCLUSION................................................................................................................................5
References:.......................................................................................................................................6
Online.....................................................................................................................................6
Appendix..........................................................................................................................................6

INTRODUCTION
Strategic management is the significant branch in the field of management, in any business
which is concerned with the effectively managing the valuable resources of the company in order
to achieve its goals and objectives (Velikorossov and et. al., 2020). It encompasses several
activities such as defining and setting objective, analysing internal and external environment,
evaluating strategies and ensuring that these strategies are implemented effectively within the
business organisation. Unilever Plc is a multinational consumer goods business firm which is
headquartered at London, England; founded in the year 1929 (Unilever, 2021). The company
owns more than 400 brands and offers diverse range of consumable products and services such
as food products, health and beauty etc. all across globe (Unilever, 2021). The further conducted
report outlines the concept of strategic management, critically assessment of the process used by
Unilever in order to determine their strategy. Furthermore, the report also outlines the impact of
external and internal environment on business strategy and review of the Unilever's strategic
plan.
MAIN BODY
Brief introduction including definition of strategic management
From the perspective of (KENTON, 2021) Strategic management in the field of
management can be defined as the ongoing process of planning, monitoring, analysing and
assessment of all the available resources of the organisation and its requirement to meet its goals
and objectives (Brysonand George, 2020). With the continuous rapid changes in the market
environment, commercial companies are forced to regularly evaluate and modify their strategies
in order to maintain competitiveness and profitability for a longer period of time.
Strategic management within Unilever is concerned with the development and implementation of
goals and initiatives taken by the managers on account of stakeholders on the basis of assessment
of internal and external environment where the business operations take place. With the help of
effective strategic management process, Unilever analyse the present situation, formulate
strategies, implement them and further evaluate their effectiveness in terms of improvements
made, profit, growth and profits generated.
Strategic management is a holistic approach which provides overall direction,
support and guidance to the organisation and takes into account prime objective of business,
formulation of plans and policies in order to attain specified objectives and allocation of the
resources effectively for the better outcomes. Companies that lack flexibility find it difficult to
adapt themselves to the ever-changing business environment and their ability to succeed and
grow. There are several factors that influence and influence the organization’s ability to achieve
its goals, namely, the work skills and abilities of employees; culture and structure of the
business; values and belief system and several other external factors (Wang and et. al., 2020).
Strategic management within Unilever helps in eliminating the gap between development of
strategies and their implementation so that business can meet its clearly stated and defined
objectives and goals.
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