Assessing Globalization's Influence on Unilever's Marketing Strategies

This report examines the impact of globalization on Unilever's marketing functions. It begins with an introduction to Unilever and the concept of globalization, outlining the project's aims, objectives, and scope. The report details the project development plan, including cost, scope, time, quality, communication, risk, and resources. A work breakdown structure and Gantt chart are provided for project management. The research methodology involves a small-scale study using qualitative and quantitative methods, with primary data collected through questionnaires. Data analysis is conducted using thematic interpretation. The findings are presented, followed by recommendations and a reflection on the research's value. The report concludes by summarizing the key findings and their implications for Unilever's global marketing strategies. The research explores the challenges and benefits of globalization, including cultural factors, tariffs, and market expansion, offering insights into Unilever's approach to international business.

Managing Successful
Business Project

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Aims and objectives of project.............................................................................................3
P2. Project development plan......................................................................................................4
P3. Work breakdown structure and Gantt chart..........................................................................6
TASK 2............................................................................................................................................7
P4. Small scale research by applying different methods.............................................................7
P5. Research and Data analysis using appropriate tools and techniques..................................10
TASK 3..........................................................................................................................................19
P6. Recommendations from information collected and through data analysis.........................19
TASK 4..........................................................................................................................................20
P7. Reflection on the value of undertaking the research to meet stated objectives and learning
performance...............................................................................................................................20
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

INTRODUCTION
Globalization is the process of interaction and integration among people, countries and
governments worldwide. It can be a strategy that can be used by organisations to develop their
businesses at international level or start operating them on global scale. This assignment based
on Unilever, it is a British-Dutch transnational consumer goods company. This organisation
founded in 1929 and its products include food & beverage, cleaning agents, beauty and personal
care products. This report discussed about project aims, objectives, time-frames, work
breakdown structure and Gantt Chart. Recommendations and reflection on value of undertaking
the research to meet stated objectives and performance review appendix are intentioned.
TASK 1
P1. Aims and objectives of project
Initiation of the project and project planning phase
Project background
Unilever is a British-Dutch consumer goods company co-headquartered in London, UK
and Rotterdam, Netherlands. It deals in food & beverage goods, cleaning agents, beauty and
personal care products. This company founded by William Lever, James Darcy Lever, Samuel
Van Den Bergh and 1st Viscount Leverhulme. This project is designed for examining positive
economic, cultural and ethical impacts of globalization on marketing function of Unilever.
Aim- To understand the concept of favourable cultural, ethical and economic affects of
internationalisation on the marketing function of Unilever.
Objectives
 To understand the conceptual framework of globalization.
 To determine the role of marketing activities of Unilever at international level.
 To analyse the relationship between positive economic, cultural, ethical impact of
globalization and marketing activities of Unilever.
Scope
There are large scope for Unilever when it operate its business internationally such as it
can increase its profit, productivity market share, generate revenue and attract more consumers
(Cronin, 2013). By producing good quality products and services, it can attract more consumers

and by doing market analysis or identifying customers needs that can help the company to
increase its customer line at global level.
P2. Project development plan
A project management plan is a formal document that helps outline all the components
which involve in a project such as goals, cost, scope, stakeholders. It includes some factors that
are as following:
Cost- It is an amount that is needed to buy and purchase or produce goods and products.
It is necessary or a important part of every business because with it no any organisation can run
its business. In Unilever, when the company operate its business at global level, it can use
various promotional channels that attract consumers. For example; if it operate its business in
Japan and China, it design natural or organic product and design advertisement according that
products which attract consumers. For operating business in different countries, the company
design different add according to the culture and ethics of the nation, doing market analysis and
conducting other business activities, the management department need £4000. On the other hand,
the researcher needs £385 to conduct research or gather data.
Scope- It is basically related to the market and consumers in which companies sell their
products and the people who show interest to purchase them. There are wide scope for Unilever
when it operate its business at globally such as the organisation can make positive impact on its
economic condition, attract more customers and can sustain till long term (Docquier and
Rapoport, 2012). The researcher have various scope to do research related to impact of
globalization on the economic condition of the company and for doing it, the researcher have
various technology, strategies and methods which help them in their research.
Time- It is a measurable factor and period in which an action and process occurred. In
Unilever, the management department need 6 months time to do market research, gather
knowledge about the laws and regulations related to business and for doing research related to
demographic factors so that they can identifying consumers need. The researcher need 3 months
time to gather information related to various activities of research such as introduction, data
analysis, survey, data interpretation, conclusion etc.

Quality- It is basically related to the quality of products and services that are provided by the
company to its customers (Technologies, modes etc.). In Unilever, it is related to the better
quality of Unilever's products, the company will ensure that the quality of goods will be better so
that it can achieve the main objective of globalization such as increase profit and satisfying
consumers needs. In context of research, the researcher use good methods such as qualitative,
questionnaire, interviewing, surveys etc. for collecting information (Cetorelli and Goldberg,
2012).
Communication- It is a process of exchange and share information between individuals
by using a common mode or system. In Unilever, the management department can use various
mode of communication such as email, message, phone calls and others to share the information.
The researcher can use different communication channels like, social media, email, online survey
to gather data and information for conducting research.
Risk & issues- It is related to future uncertainty. In Unilever, the company can face
various risks such as lack of good quality raw material, lack of communication channels, change
in customers’ needs and preferences. The researcher can face issues related to lack of time, funds
and modes and equipments that are necessary for the research.
Resources- It is an action or strategy that can be used by the company to manufacture and
develop any goods and services. In Unilever, it is related to fund, raw materials, labour,
employees and others that are necessary for design products. In context of researcher, it is related
to funds, time, equipments and instruments etc.
P3. Work breakdown structure and Gantt chart
Work breakdown structure

It is a hierarchical tree structure that outlines the project and breaks it down in to smaller
and more manageable portions. It is a key project deliverable that organizes the team's work into
manageable sections. The purpose of work breakdown structure is to reduce the complicated
activities from a collations of tasks (Vaioleti, 2016).
Gantt chart
It is a horizontal bar chart which is developed by Henry L. Gantt as a production control
tool. It is a popular tool in project management and can be used by Unilever to shows the start
and finish dates of several elements of a project such as introduction, research methodology, data
interpretation, recommendation and conclusion. It is useful for Unilever to make or design plan
and schedule for the project and managing all dependencies between tasks (Bresler and Stake,
2017).

TASK 2
P4. Small scale research by applying different methods.
Research refers of conducting a study regarding particular concerns or a problem using
specific method to collect information. The research is based upon logical reasoning, the real

time research is conducted to draw certain observation in business (Tuohy, Dowling and
Sixsmith, 2013). There are two types of research are:-
 Qualitative:- Its refers to process gain an understanding of opinion, motivation and
underlying reasons for conducting research. Data are analysed through themes from
description. Data is collected through interviews, questionnaires, observation etc. It
provides insights to issues and help in generating ides to hypothetical problems. Quantitative:- It refer to way of quantifying issues by generating numeric data and can
be transformed into usable statistic. It is used when there is large number sample size.
The methods are used to collect quantitative data are mobile survey, online survey etc.
Types of collecting data
There are two types through which data is collected. The methods are;-
 Primary method:- It refers to process to collect fresh data from sources. This type of
method is collected directly through surveys, observations and experiments. If data is
collected through primary method then manipulation is not possible. The data is solely
belongs to researcher and no previous analysis is conducted. This data is not analysed or
published somewhere in internet, books, journals etc.
 Secondary method:- The data is collected indirectly and Secondary data is collected
through various sources like published or unpublished sources, books, journals,
magazines, newspapers etc. The data is already been analysed and available somewhere.
In this report analysis of data is based upon primary method. As data is collected through
questionnaire. The data is fresh and analysis is conducted for the first time. (Bauer, 2014).
Sampling of data
Sampling refers to statistical tool, analysis and technique to identify the trends and points.
The random sampling is used to gather the data for research. The 15 sample size and employees
are sample to conduct research (Doherty, Ashurst and Peppard, 2012). The data which is
collected through questionnaire is ethical and reliable. This data don't harms samples feelings
and emotions. As questions are set while considering ethics and emotions of employees. The data
is accurate and authenticated as well.
Questionnaire
Questionnaire
Name:-

Age:-
Gender:-
1) Do you think Unilever should go for globalisation?
A) Yes B) No
2) Do you think that globalisation impacts the market functions of an organisation?
A) Yes B) No
3) What the major challenging/barriers faced by organisation due to globalisation?
A) Unfamiliar culture between countries
B) Tariffs and export rates
C) Currency rates
D) International laws
4) What are benefits to business of operating business at global level?
A) Increase in sales and profit
B) Access to new market
C) Retain to talented employees
D) Foreign investments opportunities
5) Do you agree whether services provided by Unilever to customer are satisfying?
A) Agree B) Disagree
6) What are the marketing techniques Unilever used to promote their products at international
level?
A) Social media B) Billboards
C) Promote at international events
7) Which method is used by company to overcome it's barriers?
A) The company will conduct market research
B) Prototype is developed by Unilever
C) Unilever will apply test marketing through distributing free samples
8) Do you think ethical factor effects marketing operations for doing business at global level?\
A) Yes B) No
9) Do Unilever should change its marketing strategies in order to establish in new market
successfully?
A) Yes B) No

10) Any recommendation you want to suggest for Unilever.
P5. Research and Data analysis using appropriate tools and techniques
Data analysis
It's refers to systematic process of analysing the data which is collected through
questionnaire (Data Analysis, 2018). The researcher used thematic interpretation.
Theme 1
Do you think Unilever should go for globalisation Frequency
A) Yes 9
B) No 6
Interpretation:- From the above graph it can be interpreted that 15 out of 9 people are
considered that company should go for globalisation and 15 out of 6 people are considered
company don't go for globalisation.
Theme 2
Globalisation impacts the market functions of an organisation Frequency
A) Yes B) No
0
1
2
3
4
5
6
7
8
9
Column C

A) Yes 8
B) No 7
A) Yes B) No
6.4
6.6
6.8
7
7.2
7.4
7.6
7.8
8
Column C

Interpretation:- From the above graph it can be interpreted that 15 out of 8 people are agreed
that effects market operations but 15 out of 7 people are not agree that marketing operations
effects due to globalisation factors.
Theme 3
The major challenges/barriers faced by organisation due to
globalisation.
Frequency
A) Unfamiliar culture between countries 5
B) Tariffs and export rates 6
C) Currency rates 3
D) International laws 1
Interpretation:- From the above graph it can be interpreted that 15 out of 5 people wants culture
factors is a major challenge, 15 out of 6 considered tariff rates and tax rates are major challenges,
15 out of 3 considered currency rates and 15 out of 1 considered international laws are the major
challenge for organisation while doing business at global level.
A) Unfamiliar culture between countries
B) Tariffs and export rates
C) Mastering marketing
D) Different human resources
0
1
2
3
4
5
6
Column C