Marketing Fundamentals Analysis and Evaluation Assessment Report

This report provides a comprehensive analysis of Unilever's marketing strategies, encompassing the marketing mix, situational analysis (including SWOT, PESTLE, and Porter's Five Forces), segmentation, targeting, and positioning. It defines marketing processes, mission statements, and objectives, offering recommendations for improvement. The report also examines stakeholder engagement, defining internal and external stakeholders and their impact on Unilever's marketing activities. It explores communication strategies and concludes with recommendations for enhancing stakeholder relationships and marketing effectiveness. The analysis covers Unilever's product, pricing, promotion, and distribution strategies, considering competitive rivals, potential new entrants, and substitute products within the industry environment. The report emphasizes the importance of understanding market dynamics and adapting strategies to meet customer needs and demands effectively.

MARKETING
FUNDAMENTALS
ANALYSIS AND
EVALUATION -
ASSESSMENT 2

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Processes and stages of marketing mix........................................................................................3
Recommendation.........................................................................................................................8
CONCLUSION................................................................................................................................8
Stakeholders.................................................................................................................................9
Company Communicate with stakeholders and Stakeholder’s Impact on Marketing activities
of Unilever ................................................................................................................................10
Recommendation.......................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Fundamental analysis is the tool to evaluate the asset intrinsic value and the factors which
influences the prices in the future. It is done by analysing the external factors and financial
statement of the company. Unilever is the multinational company having its headquarters at
England. Their product category include packed foods, energy drinks, health care products,
beauty products etc. this study will discuss history and complete background of the company and
marketing mix as well. Definition of marketing and the marketing process. Containing mission,
objectives, strategies, situational analysis and control. Further it will show pestle analysis,
porter's five forces, and swot and also its advantages and disadvantages. Discussion of
segmentation, targeting and positioning with recommendation. In second part it will discuss the
stakeholder engagement and their impact on marketing activities. Definition of stakeholder by
discussing internal and external stakeholders. Communication of the company with stakeholders.
MAIN BODY
Processes and stages of marketing mix
Define marketing
Marketing is a process which is used to promote the buying and selling of products and
services in the market. This process would include advertisements, selling, and other methods to
make sure that there is delivery of products to the customers.
Define marketing process
To be able to reach the desired audience for the products and services there has to be
identification of problems, market opportunities and marketing material which has to be present
so that there is going to be higher profitability and sustainability in the market.
Mission statement
The mission statement of Unilever's marketing department is to satisfy and match the
needs and demands of the customers. This is going to make the loyalty and sustainability of the
clients be present in the company.
Situational analysis
Swot analysis
 Strengths
Unilever is operating in 190 countries therefore they have a lot of experience which is
present in the company to be able to operate effectively in the market. The name of the brand is

so popular that it is easy for the customers to be able to recall and this gets the portfolio of the
company even stronger which is good for a long run in the market (Wilson, 2019). Another
strength of Unilever is pricing flexibility for the customers so that there is going to be more sales
and distribution of products and services of the organization.
 Weaknesses
The products of Unilever are very imitable in nature which is a major drawback for the
company since there are a lot of competitors which are expanding and creating a competition for
the company. Unilever is also very much dependent on the retailers for being able to reach out to
the customers and direct affected behaviour of the organization is not present. There is low
switching cost which is present and that is going to make the substitutes in the market even
higher which is not a good factor for the profitability of the company (Huang and et.al., 2019).
 Opportunities
The company will have to use advertisements and social media for being able to make
sure that there is going to be higher opportunity. Health conscious customers will have to be
targetted by the company and improve their products accordingly so that there is going to be
higher operations and sales in the company which is good for the reputation and standards of the
company. Lifestyle and demands have to be matched by the company of the clients which are
increasing so that the company will be able to have strong brand value and image in the market.
 Threats
Unilever is having high competition which is present in the market which are Nestle,
P&G, etc. which are getting in new products and services to give competition to Unilever in the
market which needs to be monitored and controlled by Unilever. The company is not having its
private labelling for the products and branding of the company which is being the organization is
dependent on the retailers which needs to be present so that the company will be able to make the
threats lesser and make higher sales and profit margins (Garabinovic and Papic, 2018).
Objectives
 Unilever want to get a profit of 25% by the end of 2021.
 The objectives of the company are going to be fulfilled and satisfaction of the customers
is going to increase by 50% by the end of 2024.
 Unilever is also going to increase the market share and customer base by 55% by the end
of 2025.

 Investment in technology is going to be done by 30% by the end of 2022.
Strategy
Porters 5 forces
It is important to understand the competition which is present in the market and make
decisions accordingly so that there is going to be implementations and changes accordingly. It is
important for Unilever to make sure that there is good and positive changes which are coming up
so that there would be better operations and functioning. Following report is going to discuss the
porter's five forces of Unilever in detail.
 Competitive rivals (High)
There are a lot of competitors which Unilever is having for themselves in the market
which are Nestle, P&G, etc. therefore there is an aggressive improvement and innovation which
is required in the company to be able to make a sustainable place for the organization in the
market (Bhattacharyya, 2019).
 Potential new entrants (Low)
There are low chances of any firm to start in this field with an alternative product as well
because Unilever is having loyalty and sustainable clients in the organization which is a great
factor for the company to have in the market. Unilever is having a strong base for themselves
which is going to make the opportunity for the company be present and coming in competition
with this organization is going to be difficult.
 Bargaining power of suppliers (Medium)
The company is having a lot of connections and contacts in the market therefore getting
in the raw material is not going to be difficult for the organization. This is due to the experience
and strong portfolio of the company that the organization can shift from one supplier to another
anytime making the cost friendly and satisfaction level of the customers be present.
 Bargaining power of Customers (Medium)
There is a strong communication and information which is present between the customers
and clients of the organization so that there is going to be higher functioning which is going to be
present. The company is having flexibility in the pricing of the products as well which is going to
be a great benefit of the organization on this factor.
 Substitute products (High)

There are low cost substitute products which are present in the market which have to be
maintained and monitored by Unilever so that they can get in the changes in their products and
services accordingly (Yanes and et.al., 2019). Industry environment is competitive therefore the
organization will have to make decisions accordingly which is going to make the portfolio even
stronger.
Implementation and control
There are a lot of changes in the lifestyle and performance of the company which have to
be controlled so that there is going to be higher functioning. 360 degree feedback and track staff
working so that the changes in the company can come in easily which is a very important factor
for the company to have. Changes are coming in Unilever very quickly, and they have to be
controlled and monitored so that the performance and operations do not get affected. There are
chances of a lot of conflicts and distributes because of behaviour of the employees which have to
be controlled so that there is going to be effective working and match the demands of the clients
for higher satisfaction (Park and et.al., 2018).
Segmentation, targeting and positioning
 Segmentation
It is important for Unilever to understand and distribute their channels and customers
according to age, gender, income, lifestyle and value so that there are going to be higher sales
which are going to be present. There are surveys and common understanding which Unilever is
using to be able to satisfy the customers so that there are going to be higher sales and information
about the products are also given to the customers so that there are going to be higher
distribution and delivery of products and services (Żak, 2017). Behaviour of the clients is almost
the same globally but the products will have to be improved according to cultural and beliefs of
the clients so that there is a higher brand value which the organization can have in the market.
Unilever will have to look at the location and psychology of the clients so that there are going to
be higher functioning which is going to be present.
 Targeting
The needs and demands of the customers is improving which has to be controlled and
monitored by the organization so that there is going to be higher operations. Right commercials
will have to be used by Unilever in order to be able to have a higher impact on the customers and
that is also going to be good for the performance level. Well evaluated working has to be present

in the company so that there is going to be good identification and attractiveness which is going
to be present so that the company is going to have higher sustainability and profit margins are
also going to rise which is good for the brand value and image in the market for a long run.
 Positioning
There has to be good positioning of the products and services so that there is going to be
higher functioning. There are a lot of differences which are present, and they have to be
implemented so that there are going to be higher operations and productivity which would be
present. The company will have to plan to make the brand value and image in the market higher
so that they would be able to get in more customers which is good for the branding. Online and
other platforms for marketing have to be implemented in Unilever so that there would be higher
operations and functioning which would be present (Noorizadeh, Peltokorpi and Avkiran, 2019).
Right information has to be passed on to the clients so that the trust and loyalty level of the
customers is going to be improved which matches the expectations and standards of the changed
lifestyle of customers.
Marketing mix
 Product
The company has expanded themselves in food, refreshment, home care and personal
care which the company is having so that they can attract more customers in the organization
which is going to be a great factor for the company. There are unique products of the
organization which is going to help the company be able to operate effectively and efficiently.
 Price
The company is having a strong base because of their pricing which is going to be a great
factor for the company. The company is having low income level customers and also having
premium customers by getting in varieties of the products and services (Potdar and Routroy,
2017). Competitors in the market are many therefore the company is making sure that they are
taking the right measures in order to get in sustainability and higher productivity.
 Promotion
Advertisements of Unilever is there primary tactic so that there is going to be better
operations. The sales of the company have to be improved so that there is going to be higher
profit margins which is going to make the sales and competitive advantage higher. There are

discounts and sales from time to time so that right customers can be attracted and loyalty can be
gained effectively so that the company will be able to make further improvements.
 Place
The company is dependent on stores, retailers and kiosks so that they would be able to
reach out to the customers faster which is going to be a great factor for the company. It is
important for the organization to make the right decisions which would be great for the brand
value and image. There is limited direct customers which Unilever are having but the company
has a strong base in the market
Unilever will have to analyse the performance of all the employees and makes sure that
they take the right measures to be able to make the right decisions. There are a lot of risks which
are involved in the company which have to be monitored and controlled so that the company will
be able to have higher implementation (Fraval and et.al., 2019). The trust of the workforce in
Unilever will have to be gained so that there is going to be better operations and retention level
of the workforce is going to be present. Higher operations is required because the demands and
needs of the clients is increasing and capturing the attention of the clients so that there is going to
be higher sales.
Recommendation
The recommendation is Unilever should diversify their business through acquiring the relatable
companies but not the consumer goods company. Product innovation should be considered as the
opportunity to increase the performance of the business (Rahman and et.al., 2020). The strength
of the company which is the economies of scale should be used for product innovation to beat
the competition and threat.
CONCLUSION
Through this report it can be concluded that Unilever is the multinational company and
the marketing mix of the company is discussed which include the marketing process, mission
statement. Company launch innovative products to attract the customers, using cost effective
pricing strategy to attract low income group and latest promotional techniques are used by the
company like social media marketing or digital marketing. Swot analysis is discussed through
which the strength, weaknesses, opportunities and threats of the companies are identified. Future
objectives of the company are discussed. Analysing the porter's five forces of the company.
Complete segmentation, targeting and positioning of the company are evaluated.

Stakeholders
Stakeholders:
Stakeholders can be defined as those group of people who have interest in the company, and they
can either affect the company in a favourable term or in adverse term. The common stakeholders
of the company includes customers, employees, investors, and many more (Karamoko, 2020). It
would be right to said that the company can't run or perform its business in the absence of
stakeholders which means stakeholders leads to the running of the business of the company.
External stakeholders:
External stakeholders are those stakeholders who are present outside the company and have
interest in the company and whose actions can helps the company either in achievement or non
achievement of the objectives. External stakeholders of Unilever includes:
Customers:
Customers are the main and important stakeholders of the Unilever, in-fact Unilever
always try to produce and sales only those items by which it would be able to meet and satisfy
the needs of its customers. Since, fully satisfied customers are very essential for every company
by which it would be able to achieve its objective in the form of increase in sales and profits.
Thus, satisfying the needs of customers is the main aim of Unilever because of their great impact
over its business.
Investors:
Investors are also an important stakeholder of the Unilever because they are the one
which helps the Unilever in managing its capital because investors are those people who make
investment in the company on the basis of their interest towards the company. Thus, by
increasing the revenue or sales or profits by Unilever would help it in attracting and retaining the
good investors.
Suppliers:
These are the important stakeholder which could affect the business of the Unilever
because suppliers includes those groups of people who supply raw material for the production of
product and their cost will ultimately affect the profit margin of the company. Thus, suppliers
are the important stakeholders of the Unilever which could affect the profit percentage of the
company.

Communities:
Communities and their interest are important for every company which could affect the
working of the company. Since, communities are those group of peoples who can influence the
view or response of consumer towards the company which may affect the sales and profits of the
company (Nguyen, 2019). Thus, Unilever always try to contribute towards the communities or
societies to gain their positive impact over the company.
Internal stakeholders:
Internal stakeholders are those stakeholders who are present or working within the company and
who have interest in the company and can affect the working of the company. The internal
stakeholders of the Unilever include:
Employees:
Employees are the important stakeholders of the Unilever and are responsible for the success of
the Unilever. The employees have direct influence over the business and working of the
Unilever. Since, an efficient employee contributes more in comparison of the inefficient
employees and thus, the skilled and efficient employees of Unilever are its important asset and
helps the Unilever in achieving its objective.
Owners:
Owners are also an important stakeholder who always thinks and responsible for the success of
the company. They always adopt those practices, or actions by which the company would be able
to achieve its objectives.
Company Communicate with stakeholders and Stakeholder’s Impact on Marketing activities of
Unilever
Company Communicate with their stakeholders:
Stakeholder play vital role in companies. Companies listen their views and beliefs and also take
feedbacks from them. Stakeholder helps and influence company to achieve their objectives.
Company use different ways to communicate with stakeholders such as oral media, electronic
media, telephone, paper-based communication and image and silent communication.

Oral Media: This the most common method any company use to communicate with their
stakeholder. It is beneficial in quick discussion. It also can be used during presentation. This
method also depends on size of audience (Iazzi, 2020).
Electronic Media: This is important part of communication in business. Electronic media
includes various methods such as fax, telephone, email, podcasts, video and webinars etc. It is
important for company and help to communicate globally. This method is also used to provide
training to employees.
Telephone: This is essential part of communication in any business with time nature of telephone
is changed but it still important part of communication. In different organization telephone
communication most important such as call centre, BPO, etc.
Paper Based Communication: In this digital world also paper based communication are playing
vital role in business. Formal letters of customers, stakeholders are also based on paper. Paper
based communication include reports, memos, scribbled notes, posters, minute of meetings and
handouts etc.
Image and Silent Communication: This method is not that much use by businesses and
companies. But it sometimes it also plays important role in communication for businesses that’s
why many companies spent large amount on their images or logo to present and promotes their
business to stakeholder or to attract customers. Image and silent communication is important for
brand awareness, promotions, etc.
Stakeholder’s Impact on Marketing Activities of Unilever
Unilever communicate and interact with stakeholders on daily basis. Some of stakeholders are
directly connected with internal factors such as value chain of the company and other stakeholder
attract with marketing activities of Unilever. Unilever engage with different organisations such
as government, NGO, scientists, peer companies, different communities, consumers, customers,
suppliers, and trade associations etc. (Susilowati, 2018). Unilever give positive impact on
consumers and stakeholders. It uses different marketing activities such as collect product or
service reviews, content creation, collect data of its consumers, frequently ask for feedbacks,
internet marketing, advertising etc. They also try to maintain their engagement with other
organization to attract stakeholders. Stakeholder engagement is an important and critical part if

the company. Stakeholder also attract towards Unilever company because its policies are
transparent and responsible for their engagements.
Recommendation
Company should also take care about their external stakeholders along with the internal
stakeholders. They should timely consider the demand of the customers which is the opportunity
for the company and it will also increase the revenue of the company. Company can also launch
the shopping card facility which will increase the sales of the company. Company for
communication should more use digital or social platforms because it is cheap, takes less time
and are very effective (Susilowati, 2018). Company should less do paper based communication
so that paper can be saved.
CONCLUSION
Through this report it can be discussed that complete analysis of stakeholders are done
which include the external stakeholders and internal stakeholders. External stakeholders are
customers, investors, suppliers, communities etc. and internal stakeholders are employees,
owners, managers etc. employees are the important stakeholders, so they should always feel
motivated because with the help of them company will generate profits. Company communicate
with their stakeholders through silent communication through posters or logos, electronic media
communication, telephonic communication, e-mail communication, using print media for
communication etc.