Unilever: Business Plan for Providing Healthy Food to UK Hospitals

This report presents a comprehensive business plan developed by Unilever, a British-Dutch transnational consumer goods company, focusing on providing healthy, scratch-cooked meals to hospitals across the UK. The plan outlines an executive summary, company description, and detailed market analysis, including segmentation, targeting, and positioning strategies. It also incorporates an environmental analysis, assessing political, economic, social, technological, environmental, and legal factors impacting the business. The competitive analysis utilizes Porter's five forces to evaluate industry dynamics. The marketing plan details the marketing mix strategy, including product offerings (filing green salad, vegetable soup, roasted vegetables), pricing, placement, and promotional activities. The plan also touches on organizational and management aspects, including the role of managers. Furthermore, it includes a financial analysis and projections, concluding with a summary of the business's potential for growth and sustainability. The report highlights Unilever's mission to add vitality to life and its vision to create sustainable living, aiming to reduce diseases and promote health and safety through nutritious food options.

Small Business Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
BUSINESS PLAN ..........................................................................................................................3
EXECUTIVE SUMMARY ............................................................................................................3
COMPANY DESCRIPTION..........................................................................................................4
OPPORTUNITIES ANALYSIS .....................................................................................................4
MARKET ANALYSIS ..............................................................................................................4
ENVIRONMENTAL ANALYSIS ............................................................................................6
COMPETITIVE ANALYSIS ....................................................................................................6
MARKETING PLAN .....................................................................................................................7
MARKETING MIX STRATEGY .............................................................................................8
ORGANISATION AND MANAGEMENT ...................................................................................8
FUNDING .......................................................................................................................................9
FINANCIAL ANALYSIS AND PROJECTION ...........................................................................9
CONCLUSION .............................................................................................................................12
REFERENCES .............................................................................................................................13

INTRODUCTION
Business plan is route mapping which is provided directions so that, business can plan its
future and aids its avoid harms in the road. The business plan confirm to normally accepted
guidelines regarding variety and self-satisfied. Business plan involves executive summary,
description of business, product and services, market analysis, competitive analysis, operation
and management and financial components (Botha and Robertson, 2014). This study is based on
Unilever. It is British Dutch transnational consumers goods in UK. This company creates
business idea by preparing healthy food cooked from scratch for hospitals for lunch and
breakfast. It involves filing green salad, vegetable soup, roasted vegetables etc.
BUSINESS PLAN
EXECUTIVE SUMMARY
Unilever formation of new venture in which they provide the scratch healthy foods to
each and every hospitals in the UK. Home-made food products such as filing green salad,
vegetable soup, roasted vegetables etc. in the lunch and breakfast. Also, they provide nutrients
class to children for increasing the awareness of health and safety, reduce the reasons of diseases.
Therefore, they are many factors involved in business plan such as description of business along
with their mission and visions, products and services, market analysis through segmentation,
targeting and positioning, competitive analysis through Porter's five force analysis, making
various sales strategies, access the way of funding, financial plan of firm. With this, company
easily growing and developing the business in international level and achieving the objectives of
firm.
COMPANY DESCRIPTION
Unilever is the British-Dutch transnational consumers goods company in UK. Firm offer
products involves food and beverages, cleaning factors, beauty goods and personal care products.
It is the one of the oldest multinational firms and their products are available in around 190
nations. Company is organised into four main divisions such as personal care, foods,
refreshments, and home care. There are 169000 employees are working in the Unilever.
Company has provided the food and beverage, cleaning factors, personal care products.
Unilever operates more than 400 brands that are organized into four categories foods,

refreshment, home care, beauty and personal care (Manganelli, 2014). Now the company create
an idea for business that is they provide healthy food cooked from scratch to each and every
hospitals in the UK. Unilever has two holding companies Unilever which has its registered and
head office in Netherlands, Unilever plc. There is order of legal agreements among parent
companies together with special provisions in their single Article of Association that are called
as Foundation Agreements.
The objective of company is to provide the scratch healthy food like filing green salad,
vegetable soup, roasted vegetables etc. to children and patients in each and every hospitals in the
UK. They make efforts to reduce causes of diseases to patients and health and safety to children.
The mission of Unilever is to add the vitality to life. Company can meet needs for nutrients,
hygiene and personal care with brands which assist people feel better and get more out of life
(McKeever, 2016). The vision of company is to create sustainable living commonplace. They
believe that it is the best long term way for growing of business.
OPPORTUNITIES ANALYSIS
MARKET ANALYSIS
Market analysis survey attractiveness and dynamic of particular market within special
industry. It is the part of industry analysis which is turn of international environmental analysis.
In this context, Unilever create business plan that is providing the home-made healthy food to
each and every hospitals in the UK (McKenzie, 2015). Also, they are giving the nutrients classes
to patients in the hospitals. Therefore, company needs to market analysis which involves
segmentation, targeting and positioning to provide food products and services like home-made
food products filing green salad, vegetable soup, roasted vegetables etc. in the lunch and
breakfast.
Segmentation: The process of product promotion which is called as segmentation. It is
the procedure of creation of small segments within large market to bring together consumers who
have same needs and wants. In this context, Unilever select the demographic which involves age,
occupation etc. for providing the scratch health food to the patients each and every hospitals for
lunch and breakfast in the UK. It involves filing green salad, vegetable soup, roasted vegetables
etc.

Targeting: It is the second step in which company create various segments within the
market then devices various marketing strategies according to preferences of single person of
particular section (Wyatt and et.al., 2014). In this context, Unilever target hospitals as
occupation, 10-14 age group children for providing the home-made healthy food like filing green
salad, vegetable soup, roasted vegetables etc. each and every hospitals in the UK which is the
new plan of business.
Positioning: It is the last step in which company decided their target market that can
strives hard to make image of products in the mind of consumers. Therefore, Unilever create
position in demographic segment and targeting the consumers towards the home-made healthy
food filing green salad, vegetable soup, roasted vegetables etc. to patients in each and every
hospitals in the UK.
ENVIRONMENTAL ANALYSIS
It is also necessary to analysis business environment where company operates their
business. Therefore, Unilever will identify many factors such as political, economic, social,
environmental, technological and legal which are impact on new business ideas.
Political factor: It involves government regulations, taxation policies, free trade policy
which are influenced on new business of Unilever. These regulations impact on economy by
consumer habit and international trade laws (Botha and Robertson, 2014). Companies provide
food products to consumers, so that they take care to health and safety while providing products
to customers.
Economic Factors: It includes inflation rate, interest rate, income level which are
influenced on new business of Unilever. These factors influences on selling and purchasing the
goods and services of organization. Therefore, company provide the high quality products and
services at the affordable price to products and services like home-made food products such as
filing green salad, vegetable soup, roasted vegetables etc. in the lunch and breakfast.
Social Factors: It involves trends, tastes and preferences, demand of consumers which
are highly influenced on sales of products and services of Unilever. This also influence on new
business of company (Manganelli, 2014). Therefore, Unilever require providing the high quality
home-made food products filing green salad, vegetable soup, roasted vegetables etc. in the lunch
and breakfast at affordable prices for increasing the satisfaction of consumers. This help to
consumers for increasing their living of standards in the society.

Technological Factors: Company utilise technology development, digital marketing,
social media platforms involves in this factor. These components highly effects on operation of
business. Therefore, Unilever needs to adopt new systems, software, hardware for running the
operations easily and effectively.
Environmental Factors: It involves consumers rights, health and safety etc. that are
influenced on operations of organization. Unilever offer food products to private schools and
hospitals, so that these factors highly effected on new business.
Legal Factors : It includes legal regulation such as labour laws, employment regulations
that are influenced on operations of business. Therefore, Unilever needs to follow all regulations
for running new business (McKeever, 2016).
COMPETITIVE ANALYSIS
Competitive analysis is an assessment of strength and weakness of current and potential
competitors. It is an important component of corporate strategy. Therefore, Unilever crate
business plan which they analysis the competition, so that they can utilise Porter's five force. It is
the technique for analysing competition of business (McKenzie, 2015). It draws to cause five
forces which define competitive strength which is attractiveness of company in relation to
profits. Through this, company easily targeting the more consumers and provide the healthy food
product and services like home-made food products such as filing green salad, vegetable soup,
roasted vegetables etc. in the lunch and breakfast to the patients. It involves various forces such
as:
Rivalry Existing Competitors (High Level): Competition is major force of industry
environment. This factor is based on huge number of companies, high aggressiveness of firms
and low switching cost. Competitors are high influenced on objectives of business.
Bargaining Power of Suppliers (Moderate) : The level of supply available to
companies. Unilever has large suppliers like foreign companies which supply paper and oil.
According to size, average supplier is moderate. This external factor enforce moderate strength
force on consumer goods of Unilever.
Threats of New Entrants (Weak): The low switching costs, weak high cost of brand
development and high economies scales which are threat of Unilever. This kind of factor is threat
of company which impact on profits of business (Wyatt and et.al., 2014).

Bargaining Power of Buyers (High): This factor is based on consumer response to the
products of Unilever. There is low switching cost create easy for consumers to transfer from their
product to other firms goods. The small size of single purchases of consumers which has impact
on profits of firm.
Threats of Substitutes (Weak): The revenue and strength can reduced of Unilever by
substitutes products. The low switching cost allows customers to easily utilise substitutes to
products of Unilever.
MARKETING PLAN
It is essential to define intending to get products and service in front of their consumers.
Therefore, Unilever know about the market. There are various factors involve in marketing plan
such as situational analysis, SWOT analysis, marketing mix strategy, budget, segmentation,
targeting and positioning strategy etc. Through marketing plan, company easily provide home
made healthy food to each and every hospitals in the UK. With the help of it, organization will
promote their products and services in the marketplace. Also, it is necessary to implement the
budget and strategies for promoting the goods and services in the market (Botha and Robertson,
2014). Effective marketing plan help to achieve the marketing objectives of organization. In this
context, company utilise the marketing mix strategy for create business plan that is provided
healthy food to private schools and hospitals.
MARKETING MIX STRATEGY
Product: Unilever offer the four range of products such as personal care, home care,
food and refreshment. The products in marketing mix has over 400 brands which shows big
strength of brand in the FMCG sector. Now, they provide home-made food products for patients
in each and every hospitals in the UK. Company needs to give the filing green salad, vegetable
soup, roasted vegetables etc. in the lunch and breakfast.
Menu Breakfast Lunch
Filing green salad √ √
Vegetable soup √ √
Roasted vegetables √ √
Low oil food √ √

Price: The company utilise penetration pricing strategy which means provide high
quality product at the low prices. It is needed to interpret huge competition in the FMCG market
in the world. Company make effort to provide the high quality products at the affordable price in
the market (Manganelli, 2014). Company needs to give the filing green salad, vegetable soup,
roasted vegetables etc. at the affordable prices.
Place: Organization operates in more than 190 nations. The distribution strategy is stated
on the basis of thousand of distributors. Firm has high distribution network which involves retail
and direct outlets. This help to implement business plan that is offer healthy food to each and
every hospitals in the UK. Company needs to give the filing green salad, vegetable soup, roasted
vegetables etc. in lunch and breakfast.
Promotion: Unilever utilise digital media and e-commerce for promoting the products
and their new business. Digital marketing coordinated with e-commerce to drive sales of
business. This help to increase number of consumers, their expectation as well as experience in
the market by getting the different filing green salad, vegetable soup, roasted vegetables etc.
ORGANISATION AND MANAGEMENT
The business plan will highlight way that organization will be establish after following
market analysis by the Unilever. They will introduce managers and summarize their abilities and
primary job responsibilities. In this section, company determine organizational structure as
management of business. In this context, Unilever follow divisional organization structure,
because of company is divided into components that are based on their focus of products
(McKeever, 2016). There are main features which involves such as product type divisions,
corporate executive teams and geographic divisions. The product type division functions as unit
which allows managing the development, manufacturing, distribution and sale of consumers of
products of Unilever. There are mainly four components such as personal care, foods, home care
and refreshment.
The another feature of organization structure that is corporate executive team which is
based on business functions (Wyatt and et.al., 2014). It involves chief executive, human
resources, research and development, supply chain, finance, personal care, marketing
communication etc. Now they are diversified their business by providing home-made food
products filing green salad, vegetable soup, roasted vegetables etc. in the lunch and breakfast at

the hospitals in the United Kingdom. Therefore, it is necessary to effective management and
organisation of new business.
FUNDING
For implementing business, Unilever will raise funds from angle investors, loans, venture
capital, loan overdraft, debt etc. In this context, company will need recover their debts, take loan
from bank for raising the funds for implementing their business plan (McKenzie, 2015). Also,
they will raise the funds from venture capital for providing healthy food cooked from scratch
such as filing green salad, vegetable soup, roasted vegetables etc. in the lunch and breakfast to
and hospitals. Organization will also raise finance from their shareholder, partners etc. that help
to implement business. Funding is the most important part for set up new business in the market.
FINANCIAL ANALYSIS AND PROJECTION

CONCLUSION
This report has summarised that selected company try to plan of new business in relation
to providing the health foods from scratch to patients in hospitals. Therefore, they have created
plan for this business. It can be concluded that company has done description of firm, market
analysis, competitive analysis, opportunities analysis, organization or management structure,
marketing plan like marketing mix strategy, funding and financial projection. It involves cash
flow, income statement, balance statement of organization which help in the new business.
Furthermore, this business plan help to increase productivity, image, brand name and
performance in retail industry in the UK.

REFERENCES
Books and Journals
Botha, M. and Robertson, C. L., 2014. Potential entrepreneurs' assessment of opportunities
through the rendering of a business plan. South African Journal of Economic and
Management Sciences. 17(3). pp.249-265.
Manganelli, B., 2014. Real Estate Investing: Market Analysis, Valuation Techniques, and Risk
Management. Springer.
McKeever, M., 2016. How to write a business plan. Nolo.
McKenzie, D., 2015. Identifying and spurring high-growth entrepreneurship: experimental
evidence from a business plan competition. The World Bank.
Wyatt, G. A. and et.al., 2014. A biological market analysis of the plant‐mycorrhizal
symbiosis. Evolution. 68(9). pp.2603-2618.
Online
Dixon, A., 2018. Top 10 Components of a Good Business Plan. [ONLINE]. Available through. :
<https://smartasset.com/small-business/top-components-of-a-business-plan>.