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Strategic Knowledge Management and Organisational Learning Doc

   

Added on  2021-02-19

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STRATEGIC MANAGEMENT OF KNOWLEDGE AND ORGANIZATIONAL LEARNING

Table of ContentsIntroduction-....................................................................................................................................3BCG Matrix of Unilever-............................................................................................................3Ansoff Matrix of Unilever-.........................................................................................................4Porter’s five force of analysis ....................................................................................................5McKinsey 7-S Model-.................................................................................................................6Natural Capital of Unilever.........................................................................................................8Conclusion.....................................................................................................................................10REFERENCES..............................................................................................................................11

Introduction-The ongoing analysis, monitoring, planning, controlling, directing and assessing the necessary task of an organization so that it can meet the expected results that is known as strategic management. Changes in the environment happens so assessing of strategies are constantly required. Unilever is a British Dutch multinational company with headquarters situated in London United Kingdom and in Netherlands. Company deals in consumer goods such as beauty products, food and beverages etc. The company has turned out to be the 7th most valuable company of Europe. This report covers topics of BCG matrix, Ansoff matrix, 7S of Mckinsey, porters five force of analysis and a brief description of natural capital of the company. BCG Matrix of Unilever-Star- Brands with high share of market and with a scope of high growth in market. These type ofbrands are at their peak stage which means they hold a large share in market which also has a scope for high growth. To maintain that position or stage continuous investment is needed because a continuous threat from competitor is there as they constantly keep on trying to enter the market. As for Unilever Lipton is the suitable example here as it is the best selling tea brand in the world. Despite the existing share in the market of the product and their continuous flow of investment in the technology of TESS which extract the natural essence from leaves which are freshly picked. Unilever relaunched it as Lipton Yellow Label that has growth 5.5 percent in the last two years from its launch.Cash Cow- Some brands have a high share of market but low growth they are known as Cash Cows. These type of products have been on the peak stage but due to some factors they lost their position and now reached saturation. For many companies it is a important factor as for Unilever a very less amount of investment is needed to start generating revenue which also allows profit toreinvest in Stars or Problem Child brands. Marmite is the product suitable for this category as theproduct has started slowing in terms of sales in Europe and North America. That is wh Unilever is investing only in advertising campaign for Marmite.Problem Child- These type of products are those which are recently introduced that is why they have low market share but if operated successfully can be a high market growth. It can be a bread winner for the company. Young and new brands requires a large amount of investment and

company extract it from the Cash Cows so that they can compete with the products of competitors. The profits which come out of brands like Marmite are again invested into the new product line like T2 as it has now become the tea brand which is growing fast in Australian market and new products like detergents have made their way into the market of UK which is unique in terms of quantity. Dog- This stage is often refer to dead end stage because they have low share in market and low scope for growth. Outdated products have no future. Keeping them in the market is also resultingto hole in the pockets of the company. Company must discontinue dogs unless they are helping the company to increase the sales of other brands. Like Unilever did, they sold their slim fast brand to a private company. This study helps Unilever to analyze that to survive in the market company need to maintain a balance between these stages because of the factors affecting the market. A product develops, matures and then declines. The stage goes on like this Problem Child, Star, Cash Cows, Dogs.Ansoff Matrix of Unilever-Market Penetration- When companies implement the strategies to increase the market share of the company investing money in the existing products that is known as Market Penetration. This strategy has a minimum amount of risk as Unilever has to focus only on the marketing of its products to improve and grow their share. When the product reaches the stage where it meets saturation the growth of the product starts to decline this is the only limitation that Unilever needs to be concerned about.Market Development- This strategy is used when firm needs to enter into a new market with their existing products. This strategy is suitable for Unilever as they have the viable resources to enter into new markets. Unilever must make sure that competencies are aligned with products rather than the market they are going to enter. This strategy is more riskier in comparison with Market Penetration as entering a into a new market is more riskier. Product Development- When company plans to launch new products in the market they are already serving. It is easy for Unilever as they have already established their market which makes it easier for them to launch a new product which will also help in increasing the image and reputation of the brand and fulfill the demand of customers. For example Unilever has the

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