Managing Strategy and Innovation for Unilever: A Case Study

Managing Strategy and
Innovation

Table of Contents
Introduction .....................................................................................................................................1
Main Body.......................................................................................................................................1
Conclusion.......................................................................................................................................5
References ......................................................................................................................................6

Introduction
Strategic management is defined as the process of planning, monitoring, determining and
assessing of all requirements an business organisation needs to meet its objectives. It is also the
process of determining goals, process and objectives with the aim of making organisation more
competitive and effective (Hayaeian, Hesarzadeh and Abbaszadeh, 2021). Proper strategic plan
enables business organisation to achieve desired goals and objectives. For this report Unilever is
taken into consideration. Unilever is one of the well-established consumer goods business,
operating in over 190 countries with around 400 brands. It was started in 1929, considered to be
the biggest producer of soap in the world. This report highlights purpose and background of the
study along with the possible competitive strategy options for effective strategic planning. And
the impact of strategic planning on organisation and significance of the study is also highlighted
in this report. In addition to this the recommendations for future action to solve the problem is
also highlighted in this report.
Main Body
Overview of case study
Unilever is one of the well established consumer goods company offering quality goods
to their target customers. It was founded in 1929 owing more than 400 brands with their products
available in around 190 countries. Unilever is considered to be one of the top multinational
company having strong brand image around the globe, it is also considered to be the largest
producer of the soap in the world (Pedraza-Rodríguez, Bolcha and Santos-Roldán, 2021). The
company uses effective strategy in order to maintain their position in the marketplace and attract
large number of customers. One of the most essential business strategy used by the Unilever is
that it combines its global strategies with the local strategy with the aim of attracting large
number of customers, as customers are mainly attracted towards products which has global
presence and also hold on to its local essence. In addition to this, during the promotion Unilever
also focus on getting the upper hand in communication to the target consumers. One of the most
essential business strategy of the Unilever is its focus on sustainability. Unilever is majorly
focused on offering sustainable living for around 8 billion people around the globe along with
focusing on social inequality and and climate changes. These all enables company to gain
competitive advantage in the marketplace as well as maintain their position. The purpose of this
1