Business Strategy Report: An Analysis of Unilever's Strategies

This report provides a comprehensive analysis of Unilever's business strategy. It begins with an overview of Unilever's mission, vision, goals, and objectives, as well as its core competencies. The report then delves into the factors considered when formulating a strategic plan, including organizational objectives, environment, targets, performance measures, and consumer needs. It evaluates the effectiveness of strategic planning techniques such as Ansoff's Matrix and BCG Matrix. The report also includes an organizational audit using SWOT and product positioning to analyze Unilever's current strategic positioning. It assesses the significance of stakeholder analysis in formulating a new strategy and presents a new strategy based on the organizational audit and stakeholder analysis. The report further analyzes alternative strategies relating to market entry, growth, and retrenchment, justifying the selection of a new strategy. Finally, it assesses the roles and responsibilities of personnel in strategy implementation, analyzes resource requirements, and evaluates the contribution of SMART targets to strategy implementation. The report concludes with a summary of the findings and provides references.

Business Strategy

Table of Contents
Introduction..........................................................................................................................................3
TASK 1.................................................................................................................................................4
1.1 The business mission, vision, goals and objectives as well as the core competencies of choose
organisation......................................................................................................................................4
1.2 Analyse the factors that have to be considered when formulating a strategic plan of the
chosen organisation..........................................................................................................................4
1.3 Using your chosen organisation, evaluate the effectiveness of at least two techniques used....5
when developing strategic business plans for your organisation, for example, the Ansoff’s Matrix
.........................................................................................................................................................5
and BCG Matrix...............................................................................................................................5
TASK 2.................................................................................................................................................7
2.1 Analyse the current strategic positioning of your chosen organisation by conducting an
organisational audit (using SWOT and Product positioning)..........................................................7
2.3 Assess the significance of stakeholders’ analysis when formulating a new strategy for your...9
chosen organisation:.........................................................................................................................9
2.4 Present the new strategy for your chosen business based on organisational audit and...........10
stakeholders’ analysis.....................................................................................................................10
TASK 3...............................................................................................................................................10
3.1 Analyse the appropriateness of alternative strategies relating to market entry, substantive
growth, limited growth or retrenchment of your chosen organisation...........................................10
3.2. Based on the analysis of the appropriateness of alternative strategies, justify the selection of
........................................................................................................................................................11
new strategy for your chosen organisation....................................................................................11
TASK 4...............................................................................................................................................11
4.1 Assess the roles and responsibilities of personnel in charge of implementing the strategy.....11
4.2 Analyse the estimated resource requirements to implement the new strategy.........................12
4.3 Evaluate the contribution of SMART targets to the achievement of the strategy
implementation..............................................................................................................................12
CONCLUSION..................................................................................................................................13
REFERENCES...................................................................................................................................14

INTRODUCTION
Unilever is multinational consumer goods company whose headquarters are located at
Rotterdam, Netherlands and London, UK. It has its own place and position in market. According to
2012 revenue, it is world's third largest consumer goods company. It works on food, personal care
products, beverages, food spreads, etc. Along with leading company, it is one of the oldest company
also in market. If talk about the divisions on which it work then these are foods, refreshment,
personal care and home care (Unilever, 2015). Some of the example of its products are dove,
sauces, snacks, salads, hair care products, weight management products, etc. It works on four
divisions. By including every division's product, it owns more than 400 brands.
Business strategy comprises of the tactics that are used by organizations for surviving and
expanding in the market. It comprises of various aspects such as resou8rces, external environment,
goals and objectives of organization etc. Every organization has to adopt strategy to fight
competition and sustain in the industry. Similarly, strategy also assists firms to grow and expand in
the market. Unilever is largest media buyers in the world also and used to invest billions in
advertisements and promotions (Alstete, 2013). It gives a lot of emphasis to marketing of products
and to attract customers to towards them. It has research and development centre located in
Colworth and Port Sunlight, UK. In India, its R&D centre is at Bangalore. The current logo of
Unilever is formed by combination of 25 icons which together forms a U shape design. Each icon
shows company's sub-brands. Company's products help people in improving their life styles. It also
focus on improving the health and satisfaction level of consumers with diversities.
This report includes all information regarding Unilever. The goals, vision, mission, future
strategies are discussed properly in it. With proper discussion of business strategies, it has also
shown the types of methods it uses for marketing and promotions. As it is one of the leading brand
that's why it has lots of competition in market. So the competitive companies are also discussed in
it. Market position is proper shown by doing SWOT analysis which helps in finding the strengths
and weaknesses of company. It contain information related to its stakeholders and some new
strategies that company have to follow to remove these weaknesses or threats. Along with it,
different matrix and techniques like BCG Matrix and Asfros technique is discussed in detail.
Internal and External environment is also effectively discussed which represents company's
operations and functioning.

TASK 1
1.1 The business mission, vision, goals and objectives as well as the core competencies of Unilever
Business Mission: Products of Unilever have been taken place in everyone's life. With improving
the performance and quality of brands (Chopyak, 2013). Unilever's mission is to satisfy the diverse
consumer needs. Company is trying to fight with current issues like urbanisation, ageing population,
changing lifestyles of customers.
Vision: The purpose of company it to maintain the sustainability with providing good quality of
products and services to their consumers(Aras and Crowther, 2012). The vision of company is to
reach at new heights and doubling the business by making consumer life more comfortable and
improving their life styles.
Goals: Goal of company is to provide a better, healthy and confident future to people around the
world. It's aim is to double the business while fighting with environment issues and changing needs
of customers (Ireland, Hoskisson and Hitt, 2011). The goal is to create such a world where people
can live a comfortable life under the use of limited resources.
Objectives: The objective of company is to make sustainable living. It focus on improving the
capital and increasing the sales of products (Unilever, 2015). It works for providing products of
different taste and range which helps in reaching more close to their customers (Stroh, J. P., 2014).
1.2 Analyse the factors that have to be considered when formulating a strategic plan of Unilever
During the formulation of strategies it is necessary to focus on different factors which can affect
them. These factors are as follows: Organisation's Objective: Firstly, Unilever has to focus on its objectives. The objectives
should be long term. Strategies are a path to reach the decided objectives so it is important to
set strong objective (Higgins, Omer and Phillips, 2014). Organisation should do analyse
properly and according to that it has to set objectives. After setting appropriate objectives,
strategies helps in getting the right resources and methods to achieve them.
 Organisation's Environment: Unilever has to focus on its environment. It has to evaluate
both internal and external environment. This evaluation helps in knowing competitive
position of company (Parnell and et.al. 2012). This also helps in knowing the strength and
weaknesses. Decision of strategy should be in such a way that along with its own progress,
company can also keep a track of its competitors actions.
 Targets: Quantitative targets helps in knowing needs and wants of customers. It makes
company to know about contribution of customers in their products and services(Parnell, J.
and et.al, 2012). This evaluation helps Unilever in finding the requirement of change in any

brand or product or in its services/ quality etc. Strategies tries in achieving desired target,
maintaining suitability and quality of products with services.
 Performance Measures: Performance measures helps Unilever in selection of best
strategies. This helps in knowing the differences between current performance and desired
performance (Blackburn, Hart and Wainwright, 2013). Performance should be best, quality
wise. This makes company to focus on those factors which are affecting the performance of
employees and company as well. It aware organisation about reality.
 Consumer needs: Creation of strategies should be based on consumer needs and wants.
Consumer satisfaction is first priority of any organisation. Unilever have to focus on
demands and taste of consumer and on that basis they have to create the best strategy for
production of new products (Higgins, Omer and Phillips, 2014). This helps company in
increasing its position in market among customers.
1.3 Evaluation of the effectiveness of at least two techniques used when developing strategic
business plans for Unilever
Ansoff's Matrix: This matrix is used in strategic planning which provide a framework to company
for future growth.
 Market Penetration: Unilever hits the existing market by providing existing products of
better quality and results. They are continuously increasing their market share by offering
low price products of better quality (Chen and Jermias, 2014). Lynx brand of Unilever
attracts customers to buy it because of its low price and good quality. Dove and Lux
Illustration 1: Ansoff Matrix
(Source:What is the Ansoff Matrix?. 2013)

products are the companies which are using market penetration strategy for their products.
They uses this strategy in regions of Asia, Europe and North America by increasing product
line.
 Product Development: Unilever is continuously expanding its product by following the
demands of customers (Hamel, 2012). It is focusing on diversified customers and their taste.
Best example of using this strategy is development of new laundry detergent formula which
is for more concentration and less packaging fitting. To know the behaviour of customers it
engaged with Walmart in new product development strategy. The new brand captured
millions of sales.
 Market Development: Unilever is trying to expand its market by developing innovative and
creative products in market. It is focusing on expansions, partnerships and mergers. It is
serving more than 120 countries with more than 400 brands. It has developed its market in
food and beverages divisions also (Kourdi, 2015). It expands personal care products in
Dubai and North America. It has developed market in Egypt, Morocco, Algeria with
producing products like Lipton, Knorr, Vaseline, tea, etc.
 Diversification: The company focus on North America and Asia. By following this strategy,
the company is in way to increase its working areas in more than 50 countries. Diverse
customers generally get attracted by low price products (Mourdoukoutas, 2015). And
Unilever used the same strategy by providing low price products with good quality.
Segregating the personal care products on the name of gender also attracts more customers
towards products like fairness cream for MEN, deodorants for MEN.
BCG Matrix: This is a Growth share matrix which is based on company's units which are divided
into four parts which are based on market growth and market share.
Illustration 2: BCG Matrix of Unilever
(Sources: )

 Star: It includes high market share with high market growth. There are many products of
Unilever that comes under this category. One of the leading product is Knorr and another is
Lipton which is considered as best selling tea brand of world (Schawel and Billing, 2014).
 Cash Cow: It includes high market share with low market growth. Surf excel and Lux are
cash cow products of Unilever. These products are reached at saturation stage. Another
example is Marmite of Unilever (Kourdi, 2015). Company has limited its advertisements
and promotions for this product.
 Problem Child: It includes low market share with high market growth. These types of
brands or products are called as tomorrow's stars (Doherty and Lu, 2012). Marmite has
invested into new brands like T2 which is considering as fast growing tea brand in Australia.
Small & Mighty detergent is also one of the growing product of Omo brand.
 Dog: It includes low market share with low market growth. It consider those products which
have been reached to their finishing stage (Campbell, Edgar and Stonehouse, 2011). The
time of such products has been completed or gone. Rexona deodorant of Unilever is one
from such example.
TASK 2
2.1 Analyse the current strategic positioning of Unilever by conducting an organisational audit
SWOT analysis:
SWOT analysis shows strength, weaknesses, opportunities and threats of any firm. Before
formulation of any strategy company need to do proper SWOT analysis. The SWOT Analysis of
Unilever is as follows:
Strengths:
 Unilever has a huge range of products like lux, dove, Axe, sunsilk, etc. With the help of
different and innovative strategies, these brands are increasing their place in market among
customers which is helping Unilever in increasing its reputation (Lei and Slocum, 2013).
 It has huge network of distribution channels which helps in reaching every corner of world
(Unilever, 2015).
 Unilever peruses the global strategies which helps it in reaching the minds and hearts of
consumers. Consumers like to use its product and have added them to their daily life (Butler,
2012).
 The research and development centre of Unilever helps in bringing innovative and creative

products by researching the current scenario of market with changing demands and taste of
consumers (Campbell, Edgar and Stonehouse, 2011).
Weakness:
 The biggest weakness of Unilever is that its products have substitutes which are easily
replaceable specially in regions of Africa and Asia. Users can replace products with other
market alternatives (Belohlavek, 2011).
 It has a strong competitive market like proctor and Gamble, Nestle which have huge market
share. This somewhere affects the market share of Unilever.
Opportunities:
 Consumer's conciousness towards health have provide Unilever a new opportunity to
increase its product line in the field of healthy and safety food.
 Due to changing lifestyles of people, Unilever has to focus on changing demands and taste
of them (Campbell, Edgar and Stonehouse, 2011).
 Company can expand its business in areas like Iran, Iraq, Russia, Bangladesh, etc.
 Company can also expand business in undeveloped countries which helps it in getting cheap
labour and also save money on operations (Unilever, 2015).
Threats:
 People are now focusing on eco natural products. So company have to produce such
products which will not affect the environment and also fulfil demands of consumers.
 Market is becoming global. EvMakreting Resources. 2015ery company wants to reach at
global level. This can increase the competition level for Unilever.
Product Positioning:
Unilever tries to understand its product well and according to that it bring them among the
consumers (Spender and Spender, 2014). It tries to find out the reason for liking the product by
people. Along with this, it also focus on its competitors. It create some tag lines or marketing
message to its product to differentiate them from other alternative products. For example Unilever
brings Magnum ice-creams. People like to buy it at the time of treat or any celebration. One reason
is the affordable price of ice cream. So Unilever connects products to daily life of people.
PESTLE Analysis:This shows the different factors those affects the organisational growth and
strategies. The PESTLE Analysis of Unilever is:
 Political and legal factors: While expanding business in different countries, Unilever faces

this factor. This factor affects the strategies of company. These factors include tax
regulation, trade regulations, employment laws etc (Makreting Resources, 2015).
 Economical Factor:Economic factor affects the business decisions and future goals. This
includes interest rate, inflation rate, exchange rate, etc. Unilever market is highly
competitive in Europe due to country's policies related to economic factor.
 Social and Cultural Factor:Unilever thinks for people and produce products according to
their life style and social life. The company is very much conscious about safety and health
of people. It is also working on so many welfare programmes which shows its CSR
(Makreting Resources, 2015).
 Technological Analysis: Unilever is using latest technologies for advertisement and
promotions of products. It is trying to minimize its cost of operations by using new
technologies (Spender and Spender, 2014). It manages files and other department
functioning by integrating them with each other. This also helps in reducing documentation
and paper work.
2.3 Assessment of stakeholders analysis when formulating a new strategy for Unilever
Stakeholders are called as those individuals and groups which used to depend upon the
company for achieving their own goals and in return company also depends upon them.
Internal Stakeholders are:
 Employees: Company paid very attractive packages to its employees and organize effective
social programs for them to increase their motivation level (Holbeche, 2012).
 Managers: Managers have lots of career growth opportunities in this company along with
challenging atmosphere.
 Owners: Goal of owners is growth of organisation along with customer satisfaction.
External Stakeholders are:
 Suppliers: Unilever has good partnership with its suppliers. It possesses Fairtrade
Certification.
 Society: It focus on CSR. Commitment towards reducing greenhouse gases up to 50% till
2020 shows its awareness towards social welfare (Marketing Strategy, 2015).
 Government: Company pays taxes timely and also follow the rules and regulations along
with country laws very strictly.
 Share holders: Company's objective is to double the business along with growth and success

of its shareholders (Unilever, 2015).
 Customers: Company believe in customer satisfaction by providing high quality products in
affordable prices. Every day more than 2billion customers uses the products of Unilever.
 Creditors: Company effectively manage its creditors with good level of equity (Marketing
Resources, 2015).
2.4 New strategy for Unilever based on organisational audit andstakeholders’ analysis
In present era, people are more aware about their health and surroundings. With the increase
use of social media their life styles are changing. Company has to focus on these things while
producing new products (Yetton, Henningsson and Bjørn-Andersen, 2013). For this, company has
to use latest marketing strategy. It has to analyse the market properly and according to that, it has to
form marketing plans. It has to focus on different taste of different countries. Some customers prefer
low fat food, some like cheesy, buttery food. With diverse customers, company has to focus on
diverse food items. It will help company in entering into new product list which also affect its
competitors (Dey and Sircar, 2012) . This strategy also attract more customers towards the company
products.
TASK 3
3.1 Alternative strategies relating to market entry, substantive growth, limited growth or
retrenchment of Unilever
Alternative strategies of Unilever is as follows: Market Entry: This strategy is about delivering of goods and services to new market. For
entering into new market, company need to focus on that particular country's laws, culture,
social life, etc. It also need to increase its distribution channel (Higgins, Omer and Phillips,
2014). Enterprise have to attract people of that place by relating products from their daily
life. The mostly used strategies for entry in market are: exporting products directly, indirect
exporting of products, producing products in target market, etc (Marketing Strategy, 2015). Substantive Growth: For getting substantive growth, company has to focus on its
deficiencies. It has to keep a track of competitor's actions and moves. Growth against
competition is biggest achievement (Werbach, 2011). For this, firm has to decide its key
objectives and priorities. Substantive growth can be achieved by mergers, franchising,
acquisitions,etc.
 Limited growth or retrenchment: Limited growth strategy should be in such a way that it
helps in getting success with least risk factor. It helps in optimum use of resource by
effective use of cost (Ghosal, 2015). Retrenchment strategy is for overcoming from

organisational weaknesses. For becoming more financial stable, organisation tries to reduce
the diversity and overall size of operations.
3.2. Justify the selection of new strategy for Unilever
Market Strategy: Unilever is one of the biggest user of media for promotions and
advertisements of products. It has largest distribution channel. For increasing market share,
company has to increase its product lists (Marketing Strategy, 2015). Along with it, company has to
focus on expanding business to new countries. Unilever is trying to expand its business in Dubai
market. For this, it has to understand the life style and social life of people living there. Corporation
need to relate those products to their daily life so that, more people can attract towards it (Davis,
2012). Firm can also use attractive and effective tag line for its products which helps in attracting
the customers. Unilever has its R&D centre which tries to identify current demands and taste of
people. It has many popular brands which have created their own place in market like dove, sunsilk,
knorr, etc. Organization has to establish its business at undeveloped countries (Goll and Rasheed,
2011). This helps in getting cheap labour. Enterprise has to do some CSR activities there for getting
publicity and popularity. The strategy of low price good quality products is one of the most
successful strategy (Wu, Gao and Gu, 2015). By using this strategy, Unilever can double its
business by removing environmental footprints and by making people's life more comfortable.
TASK 4
4.1 Assess the roles and responsibilities of personnel in charge of implementing the strategy
Roles and responsibilities of personnel of Unilever are explained as follows:
Director Head: He is the head of the company works at top level management. His role is to look
after both internal and external factors of organisation. In internal factor, he looks after
organisational environment, conflicts, employee relationships, etc. In external enviornment, he tries
to work according to the new market opportunities. He creates policies and practices of the
company.
Middle Managers: They follow the orders given by top level managers. His work is to formulate
business strategies and delegating the work to employees. He look after the work progress of
employees.
Employees: They work under Middle managers. Their role is to complete the givmn work with
proper co-operation and communication.
4.2 Analyse the estimated resource requirements to implement the new strategy
The resources required in the new marketing strategy are as follows: Financial Resources: Money and shares will be needed for implementing proper marketing

plans and strategies. It is required for deciding marketing budgets.
 Technology: Latest technology will be needed for fast processing of work and for keeping
track of distribution and production of products (Bertram, 2013). By using latest
technology, company can promote its products more effectively.
 Human Resources: For implementing marketing plans and strategies, company will need
more staff (Noda, Tansho and Coughlan, 2012). It need to hire more employees according to
place and position.
 Physical assets: Company will need more machines, offices, equipments, etc. for executing
this strategy (Hua and Bee, 2013).
 Distribution Channel: Company will need a huge distribution channel for proper delivey of
products and services (Park and El Sawy, 2013).
4.3 Evaluation of the contribution of SMART targets to the achievement of the strategy
implementation
 To reach at every corner of world (Bilgrin, Danis, Demir and Can, 2015).
 Production of new and innovative products in all four divisions.
 To establish company at developing countries.
 To make people's life more easy and comfortable (Bider and et.al. 2014).
 To involve the products and services to daily life of people.
 To produce such products that people cannot get satisfy from its substitute products.
 To increase the trust, loyalty and quality factor in the mind and heart of people
(Morgan,2012).
 To produce eco-friendly products by less harming the nature and surroundings (Dey and
Sircar, 2012).
CONCLUSION
As per the research done above, Unilever is one of the most leading and successful brand. It
always try to use something innovative and creative for its customers. It believes in better quality.
Use of latest strategy along with latest technologies is key of success. Along with name and fame, it
has faces many issues and many times criticises by critics. But it never leave its path and always to
try to achieve higher objectives. The devotion towards work and passion of achieving goals and
objectives makes it such a big and popular organisation. It thinks for the comfort of customers. It

works for the customer satisfaction. Customers are first and last priority of this company. For
achieving goals and objectives it is important to reach the minds and hearts of people. It is trying its
best to connect products to daily life of people. It is continuously working for doubling the business
with customer welfare. It wants to make people's more comfortable and easier.
TASK 1
1.1 The business mission, vision, goals and objectives as well as the core competencies of Unilever
Business Mission: Products of Unilever have been taken place in everyone's life. With improving
the performance and quality of brands (Chopyak, 2013). Unilever's mission is to satisfy the diverse
consumer needs. Company is trying to fight with current issues like urbanisation, ageing population,
changing lifestyles of customers.
Vision: The purpose of company it to maintain the sustainability with providing good quality of
products and services to their consumers(Aras and Crowther, 2012). The vision of company is to
reach at new heights and doubling the business by making consumer life more comfortable and
improving their life styles.
Goals: Goal of company is to provide a better, healthy and confident future to people around the
world. It's aim is to double the business while fighting with environment issues and changing needs
of customers (Ireland, Hoskisson and Hitt, 2011). The goal is to create such a world where people
can live a comfortable life under the use of limited resources.
Objectives: The objective of company is to make sustainable living. It focus on improving the
capital and increasing the sales of products (Unilever, 2015). It works for providing products of
different taste and range which helps in reaching more close to their customers (Stroh, J. P., 2014).
1.2 Analyse the factors that have to be considered when formulating a strategic plan of Unilever
During the formulation of strategies it is necessary to focus on different factors which can affect
them. These factors are as follows: Organisation's Objective: Firstly, Unilever has to focus on its objectives. The objectives
should be long term. Strategies are a path to reach the decided objectives so it is important to
set strong objective (Higgins, Omer and Phillips, 2014). Organisation should do analyse
properly and according to that it has to set objectives. After setting appropriate objectives,
strategies helps in getting the right resources and methods to achieve them.
 Organisation's Environment: Unilever has to focus on its environment. It has to evaluate
both internal and external environment. This evaluation helps in knowing competitive

position of company (Parnell and et.al. 2012). This also helps in knowing the strength and
weaknesses. Decision of strategy should be in such a way that along with its own progress,
company can also keep a track of its competitors actions.
 Targets: Quantitative targets helps in knowing needs and wants of customers. It makes
company to know about contribution of customers in their products and services(Parnell, J.
and et.al, 2012). This evaluation helps Unilever in finding the requirement of change in any
brand or product or in its services/ quality etc. Strategies tries in achieving desired target,
maintaining suitability and quality of products with services.
 Performance Measures: Performance measures helps Unilever in selection of best
strategies. This helps in knowing the differences between current performance and desired
performance (Blackburn, Hart and Wainwright, 2013). Performance should be best, quality
wise. This makes company to focus on those factors which are affecting the performance of
employees and company as well. It aware organisation about reality.
 Consumer needs: Creation of strategies should be based on consumer needs and wants.
Consumer satisfaction is first priority of any organisation. Unilever have to focus on
demands and taste of consumer and on that basis they have to create the best strategy for
production of new products (Higgins, Omer and Phillips, 2014). This helps company in
increasing its position in market among customers.
1.3 Evaluation of the effectiveness of at least two techniques used when developing strategic
business plans for Unilever
Ansoff's Matrix: This matrix is used in strategic planning which provide a framework to company
for future growth.

 Market Penetration: Unilever hits the existing market by providing existing products of
better quality and results. They are continuously increasing their market share by offering
low price products of better quality (Chen and Jermias, 2014). Lynx brand of Unilever
attracts customers to buy it because of its low price and good quality. Dove and Lux
products are the companies which are using market penetration strategy for their products.
They uses this strategy in regions of Asia, Europe and North America by increasing product
line.
 Product Development: Unilever is continuously expanding its product by following the
demands of customers (Hamel, 2012). It is focusing on diversified customers and their taste.
Best example of using this strategy is development of new laundry detergent formula which
is for more concentration and less packaging fitting. To know the behaviour of customers it
engaged with Walmart in new product development strategy. The new brand captured
millions of sales.
 Market Development: Unilever is trying to expand its market by developing innovative and
creative products in market. It is focusing on expansions, partnerships and mergers. It is
serving more than 120 countries with more than 400 brands. It has developed its market in
food and beverages divisions also (Kourdi, 2015). It expands personal care products in
Dubai and North America. It has developed market in Egypt, Morocco, Algeria with
producing products like Lipton, Knorr, Vaseline, tea, etc.
 Diversification: The company focus on North America and Asia. By following this strategy,
the company is in way to increase its working areas in more than 50 countries. Diverse
Illustration 3: Ansoff Matrix
(Source:What is the Ansoff Matrix?. 2013)

customers generally get attracted by low price products (Mourdoukoutas, 2015). And
Unilever used the same strategy by providing low price products with good quality.
Segregating the personal care products on the name of gender also attracts more customers
towards products like fairness cream for MEN, deodorants for MEN.
BCG Matrix: This is a Growth share matrix which is based on company's units which are divided
into four parts which are based on market growth and market share.
 Star: It includes high market share with high market growth. There are many products of
Unilever that comes under this category. One of the leading product is Knorr and another is
Lipton which is considered as best selling tea brand of world (Schawel and Billing, 2014).
 Cash Cow: It includes high market share with low market growth. Surf excel and Lux are
cash cow products of Unilever. These products are reached at saturation stage. Another
example is Marmite of Unilever (Kourdi, 2015). Company has limited its advertisements
and promotions for this product.
 Problem Child: It includes low market share with high market growth. These types of
brands or products are called as tomorrow's stars (Doherty and Lu, 2012). Marmite has
invested into new brands like T2 which is considering as fast growing tea brand in Australia.
Small & Mighty detergent is also one of the growing product of Omo brand.
 Dog: It includes low market share with low market growth. It consider those products which
have been reached to their finishing stage (Campbell, Edgar and Stonehouse, 2011). The
time of such products has been completed or gone. Rexona deodorant of Unilever is one
from such example.
Illustration 4: BCG Matrix of Unilever
(Sources: )

TASK 2
2.1 Analyse the current strategic positioning of Unilever by conducting an organisational audit
SWOT analysis:
SWOT analysis shows strength, weaknesses, opportunities and threats of any firm. Before
formulation of any strategy company need to do proper SWOT analysis. The SWOT Analysis of
Unilever is as follows:
Strengths:
 Unilever has a huge range of products like lux, dove, Axe, sunsilk, etc. With the help of
different and innovative strategies, these brands are increasing their place in market among
customers which is helping Unilever in increasing its reputation (Lei and Slocum, 2013).
 It has huge network of distribution channels which helps in reaching every corner of world
(Unilever, 2015).
 Unilever peruses the global strategies which helps it in reaching the minds and hearts of
consumers. Consumers like to use its product and have added them to their daily life (Butler,
2012).
 The research and development centre of Unilever helps in bringing innovative and creative
products by researching the current scenario of market with changing demands and taste of
consumers (Campbell, Edgar and Stonehouse, 2011).
Weakness:
 The biggest weakness of Unilever is that its products have substitutes which are easily
replaceable specially in regions of Africa and Asia. Users can replace products with other
market alternatives (Belohlavek, 2011).
 It has a strong competitive market like proctor and Gamble, Nestle which have huge market
share. This somewhere affects the market share of Unilever.
Opportunities:
 Consumer's conciousness towards health have provide Unilever a new opportunity to
increase its product line in the field of healthy and safety food.
 Due to changing lifestyles of people, Unilever has to focus on changing demands and taste
of them (Campbell, Edgar and Stonehouse, 2011).
 Company can expand its business in areas like Iran, Iraq, Russia, Bangladesh, etc.

 Company can also expand business in undeveloped countries which helps it in getting cheap
labour and also save money on operations (Unilever, 2015).
Threats:
 People are now focusing on eco natural products. So company have to produce such
products which will not affect the environment and also fulfil demands of consumers.
 Market is becoming global. EvMakreting Resources. 2015ery company wants to reach at
global level. This can increase the competition level for Unilever.
Product Positioning:
Unilever tries to understand its product well and according to that it bring them among the
consumers (Spender and Spender, 2014). It tries to find out the reason for liking the product by
people. Along with this, it also focus on its competitors. It create some tag lines or marketing
message to its product to differentiate them from other alternative products. For example Unilever
brings Magnum ice-creams. People like to buy it at the time of treat or any celebration. One reason
is the affordable price of ice cream. So Unilever connects products to daily life of people.
PESTLE Analysis:This shows the different factors those affects the organisational growth and
strategies. The PESTLE Analysis of Unilever is:
 Political and legal factors: While expanding business in different countries, Unilever faces
this factor. This factor affects the strategies of company. These factors include tax
regulation, trade regulations, employment laws etc (Makreting Resources, 2015).
 Economical Factor:Economic factor affects the business decisions and future goals. This
includes interest rate, inflation rate, exchange rate, etc. Unilever market is highly
competitive in Europe due to country's policies related to economic factor.
 Social and Cultural Factor:Unilever thinks for people and produce products according to
their life style and social life. The company is very much conscious about safety and health
of people. It is also working on so many welfare programmes which shows its CSR
(Makreting Resources, 2015).
 Technological Analysis: Unilever is using latest technologies for advertisement and
promotions of products. It is trying to minimize its cost of operations by using new
technologies (Spender and Spender, 2014). It manages files and other department
functioning by integrating them with each other. This also helps in reducing documentation
and paper work.

2.3 Assessment of stakeholders analysis when formulating a new strategy for Unilever
Stakeholders are called as those individuals and groups which used to depend upon the
company for achieving their own goals and in return company also depends upon them.
Internal Stakeholders are:
 Employees: Company paid very attractive packages to its employees and organize effective
social programs for them to increase their motivation level (Holbeche, 2012).
 Managers: Managers have lots of career growth opportunities in this company along with
challenging atmosphere.
 Owners: Goal of owners is growth of organisation along with customer satisfaction.
External Stakeholders are:
 Suppliers: Unilever has good partnership with its suppliers. It possesses Fairtrade
Certification.
 Society: It focus on CSR. Commitment towards reducing greenhouse gases up to 50% till
2020 shows its awareness towards social welfare (Marketing Strategy, 2015).
 Government: Company pays taxes timely and also follow the rules and regulations along
with country laws very strictly.
 Share holders: Company's objective is to double the business along with growth and success
of its shareholders (Unilever, 2015).
 Customers: Company believe in customer satisfaction by providing high quality products in
affordable prices. Every day more than 2billion customers uses the products of Unilever.
 Creditors: Company effectively manage its creditors with good level of equity (Marketing
Resources, 2015).
2.4 New strategy for Unilever based on organisational audit andstakeholders’ analysis
In present era, people are more aware about their health and surroundings. With the increase
use of social media their life styles are changing. Company has to focus on these things while
producing new products (Yetton, Henningsson and Bjørn-Andersen, 2013). For this, company has
to use latest marketing strategy. It has to analyse the market properly and according to that, it has to
form marketing plans. It has to focus on different taste of different countries. Some customers prefer
low fat food, some like cheesy, buttery food. With diverse customers, company has to focus on
diverse food items. It will help company in entering into new product list which also affect its
competitors (Dey and Sircar, 2012) . This strategy also attract more customers towards the company

products.
TASK 3
3.1 Alternative strategies relating to market entry, substantive growth, limited growth or
retrenchment of Unilever
Alternative strategies of Unilever is as follows: Market Entry: This strategy is about delivering of goods and services to new market. For
entering into new market, company need to focus on that particular country's laws, culture,
social life, etc. It also need to increase its distribution channel (Higgins, Omer and Phillips,
2014). Enterprise have to attract people of that place by relating products from their daily
life. The mostly used strategies for entry in market are: exporting products directly, indirect
exporting of products, producing products in target market, etc (Marketing Strategy, 2015). Substantive Growth: For getting substantive growth, company has to focus on its
deficiencies. It has to keep a track of competitor's actions and moves. Growth against
competition is biggest achievement (Werbach, 2011). For this, firm has to decide its key
objectives and priorities. Substantive growth can be achieved by mergers, franchising,
acquisitions,etc.
 Limited growth or retrenchment: Limited growth strategy should be in such a way that it
helps in getting success with least risk factor. It helps in optimum use of resource by
effective use of cost (Ghosal, 2015). Retrenchment strategy is for overcoming from
organisational weaknesses. For becoming more financial stable, organisation tries to reduce
the diversity and overall size of operations.
3.2. Justify the selection of new strategy for Unilever
Market Strategy: Unilever is one of the biggest user of media for promotions and
advertisements of products. It has largest distribution channel. For increasing market share,
company has to increase its product lists (Marketing Strategy, 2015). Along with it, company has to
focus on expanding business to new countries. Unilever is trying to expand its business in Dubai
market. For this, it has to understand the life style and social life of people living there. Corporation
need to relate those products to their daily life so that, more people can attract towards it (Davis,
2012). Firm can also use attractive and effective tag line for its products which helps in attracting
the customers. Unilever has its R&D centre which tries to identify current demands and taste of
people. It has many popular brands which have created their own place in market like dove, sunsilk,
knorr, etc. Organization has to establish its business at undeveloped countries (Goll and Rasheed,
2011). This helps in getting cheap labour. Enterprise has to do some CSR activities there for getting
publicity and popularity. The strategy of low price good quality products is one of the most

successful strategy (Wu, Gao and Gu, 2015). By using this strategy, Unilever can double its
business by removing environmental footprints and by making people's life more comfortable.
TASK 4
4.1 Assess the roles and responsibilities of personnel in charge of implementing the strategy
Roles and responsibilities of personnel of Unilever are explained as follows:
Director Head: He is the head of the company works at top level management. His role is to look
after both internal and external factors of organisation. In internal factor, he looks after
organisational environment, conflicts, employee relationships, etc. In external enviornment, he tries
to work according to the new market opportunities. He creates policies and practices of the
company.
Middle Managers: They follow the orders given by top level managers. His work is to formulate
business strategies and delegating the work to employees. He look after the work progress of
employees.
Employees: They work under Middle managers. Their role is to complete the givmn work with
proper co-operation and communication.
4.2 Analyse the estimated resource requirements to implement the new strategy
The resources required in the new marketing strategy are as follows: Financial Resources: Money and shares will be needed for implementing proper marketing
plans and strategies. It is required for deciding marketing budgets.
 Technology: Latest technology will be needed for fast processing of work and for keeping
track of distribution and production of products (Bertram, 2013). By using latest
technology, company can promote its products more effectively.
 Human Resources: For implementing marketing plans and strategies, company will need
more staff (Noda, Tansho and Coughlan, 2012). It need to hire more employees according to
place and position.
 Physical assets: Company will need more machines, offices, equipments, etc. for executing
this strategy (Hua and Bee, 2013).
 Distribution Channel: Company will need a huge distribution channel for proper delivey of
products and services (Park and El Sawy, 2013).
4.3 Evaluation of the contribution of SMART targets to the achievement of the strategy
implementation
 To reach at every corner of world (Bilgrin, Danis, Demir and Can, 2015).

 Production of new and innovative products in all four divisions.
 To establish company at developing countries.
 To make people's life more easy and comfortable (Bider and et.al. 2014).
 To involve the products and services to daily life of people.
 To produce such products that people cannot get satisfy from its substitute products.
 To increase the trust, loyalty and quality factor in the mind and heart of people
(Morgan,2012).
 To produce eco-friendly products by less harming the nature and surroundings (Dey and
Sircar, 2012).
CONCLUSION
As per the research done above, Unilever is one of the most leading and successful brand. It
always try to use something innovative and creative for its customers. It believes in better quality.
Use of latest strategy along with latest technologies is key of success. Along with name and fame, it
has faces many issues and many times criticises by critics. But it never leave its path and always to
try to achieve higher objectives. The devotion towards work and passion of achieving goals and
objectives makes it such a big and popular organisation. It thinks for the comfort of customers. It
works for the customer satisfaction. Customers are first and last priority of this company. For
achieving goals and objectives it is important to reach the minds and hearts of people. It is trying its
best to connect products to daily life of people. It is continuously working for doubling the business
with customer welfare. It wants to make people's more comfortable and easier.
TASK 1
1.1 The business mission, vision, goals and objectives as well as the core competencies of Unilever
Business Mission: Products of Unilever have been taken place in everyone's life. With improving
the performance and quality of brands (Chopyak, 2013). Unilever's mission is to satisfy the diverse
consumer needs. Company is trying to fight with current issues like urbanisation, ageing population,
changing lifestyles of customers.
Vision: The purpose of company it to maintain the sustainability with providing good quality of
products and services to their consumers(Aras and Crowther, 2012). The vision of company is to
reach at new heights and doubling the business by making consumer life more comfortable and
improving their life styles.

Goals: Goal of company is to provide a better, healthy and confident future to people around the
world. It's aim is to double the business while fighting with environment issues and changing needs
of customers (Ireland, Hoskisson and Hitt, 2011). The goal is to create such a world where people
can live a comfortable life under the use of limited resources.
Objectives: The objective of company is to make sustainable living. It focus on improving the
capital and increasing the sales of products (Unilever, 2015). It works for providing products of
different taste and range which helps in reaching more close to their customers (Stroh, J. P., 2014).
1.2 Analyse the factors that have to be considered when formulating a strategic plan of Unilever
During the formulation of strategies it is necessary to focus on different factors which can affect
them. These factors are as follows: Organisation's Objective: Firstly, Unilever has to focus on its objectives. The objectives
should be long term. Strategies are a path to reach the decided objectives so it is important to
set strong objective (Higgins, Omer and Phillips, 2014). Organisation should do analyse
properly and according to that it has to set objectives. After setting appropriate objectives,
strategies helps in getting the right resources and methods to achieve them.
 Organisation's Environment: Unilever has to focus on its environment. It has to evaluate
both internal and external environment. This evaluation helps in knowing competitive
position of company (Parnell and et.al. 2012). This also helps in knowing the strength and
weaknesses. Decision of strategy should be in such a way that along with its own progress,
company can also keep a track of its competitors actions.
 Targets: Quantitative targets helps in knowing needs and wants of customers. It makes
company to know about contribution of customers in their products and services(Parnell, J.
and et.al, 2012). This evaluation helps Unilever in finding the requirement of change in any
brand or product or in its services/ quality etc. Strategies tries in achieving desired target,
maintaining suitability and quality of products with services.
 Performance Measures: Performance measures helps Unilever in selection of best
strategies. This helps in knowing the differences between current performance and desired
performance (Blackburn, Hart and Wainwright, 2013). Performance should be best, quality
wise. This makes company to focus on those factors which are affecting the performance of
employees and company as well. It aware organisation about reality.
 Consumer needs: Creation of strategies should be based on consumer needs and wants.
Consumer satisfaction is first priority of any organisation. Unilever have to focus on
demands and taste of consumer and on that basis they have to create the best strategy for

production of new products (Higgins, Omer and Phillips, 2014). This helps company in
increasing its position in market among customers.
1.3 Evaluation of the effectiveness of at least two techniques used when developing strategic
business plans for Unilever
Ansoff's Matrix: This matrix is used in strategic planning which provide a framework to company
for future growth.
 Market Penetration: Unilever hits the existing market by providing existing products of
better quality and results. They are continuously increasing their market share by offering
low price products of better quality (Chen and Jermias, 2014). Lynx brand of Unilever
attracts customers to buy it because of its low price and good quality. Dove and Lux
products are the companies which are using market penetration strategy for their products.
They uses this strategy in regions of Asia, Europe and North America by increasing product
line.
 Product Development: Unilever is continuously expanding its product by following the
demands of customers (Hamel, 2012). It is focusing on diversified customers and their taste.
Best example of using this strategy is development of new laundry detergent formula which
is for more concentration and less packaging fitting. To know the behaviour of customers it
engaged with Walmart in new product development strategy. The new brand captured
millions of sales.
 Market Development: Unilever is trying to expand its market by developing innovative and
Illustration 5: Ansoff Matrix
(Source:What is the Ansoff Matrix?. 2013)

creative products in market. It is focusing on expansions, partnerships and mergers. It is
serving more than 120 countries with more than 400 brands. It has developed its market in
food and beverages divisions also (Kourdi, 2015). It expands personal care products in
Dubai and North America. It has developed market in Egypt, Morocco, Algeria with
producing products like Lipton, Knorr, Vaseline, tea, etc.
 Diversification: The company focus on North America and Asia. By following this strategy,
the company is in way to increase its working areas in more than 50 countries. Diverse
customers generally get attracted by low price products (Mourdoukoutas, 2015). And
Unilever used the same strategy by providing low price products with good quality.
Segregating the personal care products on the name of gender also attracts more customers
towards products like fairness cream for MEN, deodorants for MEN.
BCG Matrix: This is a Growth share matrix which is based on company's units which are divided
into four parts which are based on market growth and market share.
 Star: It includes high market share with high market growth. There are many products of
Unilever that comes under this category. One of the leading product is Knorr and another is
Lipton which is considered as best selling tea brand of world (Schawel and Billing, 2014).
 Cash Cow: It includes high market share with low market growth. Surf excel and Lux are
cash cow products of Unilever. These products are reached at saturation stage. Another
example is Marmite of Unilever (Kourdi, 2015). Company has limited its advertisements
and promotions for this product.
 Problem Child: It includes low market share with high market growth. These types of
brands or products are called as tomorrow's stars (Doherty and Lu, 2012). Marmite has
Illustration 6: BCG Matrix of Unilever
(Sources: )

invested into new brands like T2 which is considering as fast growing tea brand in Australia.
Small & Mighty detergent is also one of the growing product of Omo brand.
 Dog: It includes low market share with low market growth. It consider those products which
have been reached to their finishing stage (Campbell, Edgar and Stonehouse, 2011). The
time of such products has been completed or gone. Rexona deodorant of Unilever is one
from such example.
TASK 2
2.1 Analyse the current strategic positioning of Unilever by conducting an organisational audit
SWOT analysis:
SWOT analysis shows strength, weaknesses, opportunities and threats of any firm. Before
formulation of any strategy company need to do proper SWOT analysis. The SWOT Analysis of
Unilever is as follows:
Strengths:
 Unilever has a huge range of products like lux, dove, Axe, sunsilk, etc. With the help of
different and innovative strategies, these brands are increasing their place in market among
customers which is helping Unilever in increasing its reputation (Lei and Slocum, 2013).
 It has huge network of distribution channels which helps in reaching every corner of world
(Unilever, 2015).
 Unilever peruses the global strategies which helps it in reaching the minds and hearts of
consumers. Consumers like to use its product and have added them to their daily life (Butler,
2012).
 The research and development centre of Unilever helps in bringing innovative and creative
products by researching the current scenario of market with changing demands and taste of
consumers (Campbell, Edgar and Stonehouse, 2011).
Weakness:
 The biggest weakness of Unilever is that its products have substitutes which are easily
replaceable specially in regions of Africa and Asia. Users can replace products with other
market alternatives (Belohlavek, 2011).
 It has a strong competitive market like proctor and Gamble, Nestle which have huge market
share. This somewhere affects the market share of Unilever.

Opportunities:
 Consumer's conciousness towards health have provide Unilever a new opportunity to
increase its product line in the field of healthy and safety food.
 Due to changing lifestyles of people, Unilever has to focus on changing demands and taste
of them (Campbell, Edgar and Stonehouse, 2011).
 Company can expand its business in areas like Iran, Iraq, Russia, Bangladesh, etc.
 Company can also expand business in undeveloped countries which helps it in getting cheap
labour and also save money on operations (Unilever, 2015).
Threats:
 People are now focusing on eco natural products. So company have to produce such
products which will not affect the environment and also fulfil demands of consumers.
 Market is becoming global. EvMakreting Resources. 2015ery company wants to reach at
global level. This can increase the competition level for Unilever.
Product Positioning:
Unilever tries to understand its product well and according to that it bring them among the
consumers (Spender and Spender, 2014). It tries to find out the reason for liking the product by
people. Along with this, it also focus on its competitors. It create some tag lines or marketing
message to its product to differentiate them from other alternative products. For example Unilever
brings Magnum ice-creams. People like to buy it at the time of treat or any celebration. One reason
is the affordable price of ice cream. So Unilever connects products to daily life of people.
PESTLE Analysis:This shows the different factors those affects the organisational growth and
strategies. The PESTLE Analysis of Unilever is:
 Political and legal factors: While expanding business in different countries, Unilever faces
this factor. This factor affects the strategies of company. These factors include tax
regulation, trade regulations, employment laws etc (Makreting Resources, 2015).
 Economical Factor:Economic factor affects the business decisions and future goals. This
includes interest rate, inflation rate, exchange rate, etc. Unilever market is highly
competitive in Europe due to country's policies related to economic factor.
 Social and Cultural Factor:Unilever thinks for people and produce products according to
their life style and social life. The company is very much conscious about safety and health
of people. It is also working on so many welfare programmes which shows its CSR

(Makreting Resources, 2015).
 Technological Analysis: Unilever is using latest technologies for advertisement and
promotions of products. It is trying to minimize its cost of operations by using new
technologies (Spender and Spender, 2014). It manages files and other department
functioning by integrating them with each other. This also helps in reducing documentation
and paper work.
2.3 Assessment of stakeholders analysis when formulating a new strategy for Unilever
Stakeholders are called as those individuals and groups which used to depend upon the
company for achieving their own goals and in return company also depends upon them.
Internal Stakeholders are:
 Employees: Company paid very attractive packages to its employees and organize effective
social programs for them to increase their motivation level (Holbeche, 2012).
 Managers: Managers have lots of career growth opportunities in this company along with
challenging atmosphere.
 Owners: Goal of owners is growth of organisation along with customer satisfaction.
External Stakeholders are:
 Suppliers: Unilever has good partnership with its suppliers. It possesses Fairtrade
Certification.
 Society: It focus on CSR. Commitment towards reducing greenhouse gases up to 50% till
2020 shows its awareness towards social welfare (Marketing Strategy, 2015).
 Government: Company pays taxes timely and also follow the rules and regulations along
with country laws very strictly.
 Share holders: Company's objective is to double the business along with growth and success
of its shareholders (Unilever, 2015).
 Customers: Company believe in customer satisfaction by providing high quality products in
affordable prices. Every day more than 2billion customers uses the products of Unilever.
 Creditors: Company effectively manage its creditors with good level of equity (Marketing
Resources, 2015).
2.4 New strategy for Unilever based on organisational audit andstakeholders’ analysis
In present era, people are more aware about their health and surroundings. With the increase

use of social media their life styles are changing. Company has to focus on these things while
producing new products (Yetton, Henningsson and Bjørn-Andersen, 2013). For this, company has
to use latest marketing strategy. It has to analyse the market properly and according to that, it has to
form marketing plans. It has to focus on different taste of different countries. Some customers prefer
low fat food, some like cheesy, buttery food. With diverse customers, company has to focus on
diverse food items. It will help company in entering into new product list which also affect its
competitors (Dey and Sircar, 2012) . This strategy also attract more customers towards the company
products.
TASK 3
3.1 Alternative strategies relating to market entry, substantive growth, limited growth or
retrenchment of Unilever
Alternative strategies of Unilever is as follows: Market Entry: This strategy is about delivering of goods and services to new market. For
entering into new market, company need to focus on that particular country's laws, culture,
social life, etc. It also need to increase its distribution channel (Higgins, Omer and Phillips,
2014). Enterprise have to attract people of that place by relating products from their daily
life. The mostly used strategies for entry in market are: exporting products directly, indirect
exporting of products, producing products in target market, etc (Marketing Strategy, 2015). Substantive Growth: For getting substantive growth, company has to focus on its
deficiencies. It has to keep a track of competitor's actions and moves. Growth against
competition is biggest achievement (Werbach, 2011). For this, firm has to decide its key
objectives and priorities. Substantive growth can be achieved by mergers, franchising,
acquisitions,etc.
 Limited growth or retrenchment: Limited growth strategy should be in such a way that it
helps in getting success with least risk factor. It helps in optimum use of resource by
effective use of cost (Ghosal, 2015). Retrenchment strategy is for overcoming from
organisational weaknesses. For becoming more financial stable, organisation tries to reduce
the diversity and overall size of operations.
3.2. Justify the selection of new strategy for Unilever
Market Strategy: Unilever is one of the biggest user of media for promotions and
advertisements of products. It has largest distribution channel. For increasing market share,
company has to increase its product lists (Marketing Strategy, 2015). Along with it, company has to
focus on expanding business to new countries. Unilever is trying to expand its business in Dubai
market. For this, it has to understand the life style and social life of people living there. Corporation

need to relate those products to their daily life so that, more people can attract towards it (Davis,
2012). Firm can also use attractive and effective tag line for its products which helps in attracting
the customers. Unilever has its R&D centre which tries to identify current demands and taste of
people. It has many popular brands which have created their own place in market like dove, sunsilk,
knorr, etc. Organization has to establish its business at undeveloped countries (Goll and Rasheed,
2011). This helps in getting cheap labour. Enterprise has to do some CSR activities there for getting
publicity and popularity. The strategy of low price good quality products is one of the most
successful strategy (Wu, Gao and Gu, 2015). By using this strategy, Unilever can double its
business by removing environmental footprints and by making people's life more comfortable.
TASK 4
4.1 Assess the roles and responsibilities of personnel in charge of implementing the strategy
Roles and responsibilities of personnel of Unilever are explained as follows:
Director Head: He is the head of the company works at top level management. His role is to look
after both internal and external factors of organisation. In internal factor, he looks after
organisational environment, conflicts, employee relationships, etc. In external enviornment, he tries
to work according to the new market opportunities. He creates policies and practices of the
company.
Middle Managers: They follow the orders given by top level managers. His work is to formulate
business strategies and delegating the work to employees. He look after the work progress of
employees.
Employees: They work under Middle managers. Their role is to complete the givmn work with
proper co-operation and communication.
4.2 Analyse the estimated resource requirements to implement the new strategy
The resources required in the new marketing strategy are as follows: Financial Resources: Money and shares will be needed for implementing proper marketing
plans and strategies. It is required for deciding marketing budgets.
 Technology: Latest technology will be needed for fast processing of work and for keeping
track of distribution and production of products (Bertram, 2013). By using latest
technology, company can promote its products more effectively.
 Human Resources: For implementing marketing plans and strategies, company will need
more staff (Noda, Tansho and Coughlan, 2012). It need to hire more employees according to
place and position.
 Physical assets: Company will need more machines, offices, equipments, etc. for executing

this strategy (Hua and Bee, 2013).
 Distribution Channel: Company will need a huge distribution channel for proper delivey of
products and services (Park and El Sawy, 2013).
4.3 Evaluation of the contribution of SMART targets to the achievement of the strategy
implementation
 To reach at every corner of world (Bilgrin, Danis, Demir and Can, 2015).
 Production of new and innovative products in all four divisions.
 To establish company at developing countries.
 To make people's life more easy and comfortable (Bider and et.al. 2014).
 To involve the products and services to daily life of people.
 To produce such products that people cannot get satisfy from its substitute products.
 To increase the trust, loyalty and quality factor in the mind and heart of people
(Morgan,2012).
 To produce eco-friendly products by less harming the nature and surroundings (Dey and
Sircar, 2012).
CONCLUSION
As per the research done above, Unilever is one of the most leading and successful brand. It
always try to use something innovative and creative for its customers. It believes in better quality.
Use of latest strategy along with latest technologies is key of success. Along with name and fame, it
has faces many issues and many times criticises by critics. But it never leave its path and always to
try to achieve higher objectives. The devotion towards work and passion of achieving goals and
objectives makes it such a big and popular organisation. It thinks for the comfort of customers. It
works for the customer satisfaction. Customers are first and last priority of this company. For
achieving goals and objectives it is important to reach the minds and hearts of people. It is trying its
best to connect products to daily life of people. It is continuously working for doubling the business
with customer welfare. It wants to make people's more comfortable and easier.

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