Gousto and Unilever: An Analysis of Business Context and Global Impact

This report provides a comprehensive analysis of Gousto and Unilever, two companies in the food and beverage industry in the UK, focusing on the impact of globalization on their business operations. It examines both the positive and negative effects of globalization, such as global brand recognition, increased profits, access to cheaper resources, heightened competition, and potential market share loss. The report details the status of each company, including size and location, and delves into their marketing strategies, economic factors affecting them, and a PESTLE analysis. Furthermore, it applies Porter's Five Forces to assess the competitive landscape. The report concludes with recommendations for both small and large food businesses to mitigate negative impacts by adopting emerging technologies and adhering to regulations, enabling them to operate effectively on a global scale. It also highlights the differences between the two companies in terms of size, number of employees, marketing approaches, and economic performance, supported by a list of references.

CONTEXT OF
BUSINESS

TABLE OF CONTENT
 Introduction
 Impact of globalization on small and large business
 Status
 Market
 Economy
 Pestle analysis
 Porters five forces
 Recommendation
 Conclusion
 References

INTRODUCTION
 Business is considered as an activity of which is conducted or
done with an objective of earning large amount profit for the
advantage of those on whose behalf the activity is conducted.
 This report includes the complete analysis of the two companies
from the same industry which are named as Gousto and Unilever
both companies are engaged in food and beverages industry in
UK.

IMPACT OF GLOBALIZATION ON
SMALL AND LARGE BUSINESS
 In the present world globalisation have completely changed the
process of doing business activity in the country.
 The impact of the globalisation on large and small business can be
both positive as well negative. Positives and negatives points of
globalisation on the both type of companies are as follows-

CONTINUE….
Positive impact of globalization on both companies such as:
 Global brand
 Earn larger profit
 Cheap resources

CONTINUE…
Negative impact of globalization on both type of companies
such as:
 Higher competition
 Loss of market share

STATUS
 Size:
Unilever's market cap was $113.88 billion as of October 2022.
Thus according our statistics, this places Unilever as the
90th most expensive company on the planet by current
value.
Gousto, a maker of recipe boxes, had a 67% increase in sales
to £315 million in 2021.
 Location:
The Gousto corporate office is situated in London's Shepherds
Buildings Centre.
With its headquarters in London, England, Unilever plc is a
global British firm that manufactures consumer products.

MARKETING
 Product: It has board variety of items such as foods,
beverages, ice cream and others.
 Pricing: It uses premium pricing strategies.
 Place: It uses various places for distributing their items such
as retailers, kiosks and so on.
 Promotion: It uses various promotion and advertising
strategies that are sales promotion, public relations etc.
 Advertising: For advertising their products they uses
television and online media.

ECONOMY
 Supply and demand:
Unilever: Its supply and demand is higher as they deliver
superior items, effective facilities and value.
Gousto: Its supply and demand is not much higher.
 Market share:
Unilever: It has about €52 billion turnover in year 2021 along
with the 58% into emerging marketplace.
Gousto: Its annual revenue is about $200.0M - $500.0M

PESTLE ANALYSIS
 Political
 Economical
 Social
 Technological
 Legal
 Environmental

PORTERS FIVE FORCES
 Competition among the competitors
 Bargaining power of buyers
 Bargaining power of supplies
 Threat of substitute
 Threat of new entrants

RECOMMENDATION
 Based upon the above, it has been recommended to both
small and large food business that for reducing the negative
impacts they have to adopt emerging technology as it helps
them to enhance their working capital, earnings, etc
respectively. In additionally, it has been also suggested that
they have to adopt various regulation of particular country
which would assists them to operation their business
globally in effective and efficient way.