Business Plan: Launching Herbal Cosmetics Retail Outlets for Unilever

This coursework project report details Unilever's strategic business plan for launching new retail outlets to sell herbal cosmetic products. It begins with an overview of the business idea, emphasizing the growing consumer preference for herbal cosmetics and the competitive landscape, including key competitors like Lotus and Amway. The report outlines four key objectives for the new outlets, focusing on revenue generation, market share expansion, and brand building. A PESTLE analysis examines the political, economic, social, technological, legal, and environmental factors impacting the business. The report then describes the launch event, including budget details and marketing plans, which include target market identification, marketing objectives, and strategies for product, price, place, and promotion. Tactical, operational, and strategic decisions are identified, focusing on supply chain management, customer engagement, and marketing campaign implementation. Finally, the report analyzes the type of suppliers and the development of each element of the supply chain. The report highlights the importance of adapting to consumer preferences, leveraging technology, and adhering to legal and environmental regulations to ensure the success of the new venture.

Coursework project

Table of Contents
INTRODUCTION...............................................................................................................3
TASK 1...............................................................................................................................3
Part A-Over view of new business idea.........................................................................3
Part B- Four most important objective for Unilever new business outlet.......................4
TASK 2...............................................................................................................................5
PESTLE Analysis...........................................................................................................5
TASK 3...............................................................................................................................6
Part A- Overview of launch event for new herbal cosmetic products............................6
Part B- Budget statement...............................................................................................6
TASK 4...............................................................................................................................7
Marketing plan ...............................................................................................................7
TASK 5...............................................................................................................................8
Identification of the tactical, operational and strategic decisions..................................8
TASK 6...............................................................................................................................9
Identification of type of suppliers and analysing the way it intends to develop each
element of supply chain.................................................................................................9
CONCLUSION.................................................................................................................11
REFERENCES................................................................................................................12

INTRODUCTION
Business plan is the document which consists of company future strategies and
business objectives. It is kind of written document that describe the nature of business,
marketing strategies, financial background, sales and containing the projected loss and
profit statement (Jobber, Lancaster and Le Meunier-FitzHugh, 2019). It works like a
road map that give appropriate directions so the business can plan their future growth
and could avoid bumps in way of success. The present report is based on Unilever and
explain four most essential objectives for new business and PESTLE analysis. The
study also emphasizes on analysing the tactical, operational and strategical decision
taken by management in relation to implementation of new idea related to
establishment of retail outlets.
TASK 1
Part A-Over view of new business idea
The new business idea of Unilever is related to establishing new outlets for
selling herbal cosmetic products which garb the attention of its customers effectively. In
recent time, due to facing skin issues people avoid using cosmetic products, they wants
to buy herbal cosmetics which is suitable for them and do not harm skin. They operate
its new business for selling herbal cosmetic goods with the help of new outlets (Good
and Hassay, 2015). In order to increase profitability and sales, company launch their
new business which is quite beneficial for them and help to generate revenue rather
than before. Due to some technical issues and inappropriate satisfaction of customers,
people prefer to purchase goods from offline, in order to satisfy and meet with the needs
of customers Unilever established its new outlets where people specially women and
girls can chose specific cosmetic match with its skin tone and type. In existing
business, they only focuses on quality of products rather than customer preferences
and current market trend which is not appropriate for growth of company. But now they
start focusing on people demands and requirements within marketplace. Some of its
competitors also try to sell herbal cosmetic goods to consumer.
There are key competitors-
Competitors Reason

Lotus Lotus is one of the leading brand in
cosmetic world, they sell make up
products, skin care goods for women and
beauty product to people. It considered as
biggest competitors for Unilever along with
good market position and reputation.
Amway It is also considered as key competitors for
Unilever because Amway is world's
biggest direct herbal cosmetic selling
business that give tough competition to
Unilever as they launched new business in
marketplace.
In order to provide customers easy and convenience of making purchase of
goods and service offered by Unilever, the organization is planing to sell its herbal
cosmetic products through its retail outlets. Reason for selling specially herbal cosmetic
goods through newly established retail outlets is Growing preferences for chemical
free goods along with rising popularity of environment sustainable products is driving
requirement for herbal beauty goods across the globe (Vibhuti and Pandey, 2014).
Thus, to provide chemical free products according to people needs, Unilever decide to
launch new business.
Part B- Four most important objective for Unilever new business outlet
 Unilever wants to generate revenue as compare to its competitors with the help
of new retail outlets where they wants to sell herbal cosmetic products.
 Company want to garb the attention of customers and increase it profit margin
through new outlets for herbal cosmetic goods.
 Organization wants to increase their market share with the support of new
business launch specially for women's.
 They needs to reach at high position and build good market reputation which
help to create its brand image in marketplace.

There are two different types of ownership like partner ship and sole trader,
partnership is the formative forms takes place when two or more companies from the
written agreement to operate business together (Pangarkar, 2015). Sole trader is
simplest form of business structure and inexpensive to set up. In simple, words sole
trader is beneficial form of ownership for Unilever new business outlets in which they
sell herbal cosmetic products to people easily.
TASK 2
PESTLE Analysis
Political factor-
Tax policies is included in Political factors that impact on Unilever and its new
business ideas that is to established new outlets for selling herbal cosmetic goods. Due
to high charges in taxation policies, company need to pay extra amount in order to run
their new business effectively and supply their goods at different locations.
Economic factor-
Rise in inflation rate of economy it would affect way organization price its goods
and services. Due to increase in cost of labour, material as well as other resources, an
organization might have to make more investment in relation to establishment of new
retail outlets for selling the herbal cosmetic products.
Social factor-
Changes in customers wants and needs is one of the biggest social factor that
effect upon entire performance of new business launch and activities related with it
(McKenzie, 2015). In society due to skin issues people preferences get changes in
cosmetics which impact on Unilever business and new business plan related to
establishment of retail outlets at different locations.
Technology factor-
Without using advanced technology, Unilever cannot be able to delivery and
supply its new herbal cosmetic items successfully. Advancements in technology sector
make negative impact on organization business as they not use it in their new business
launch that is range of new herbal cosmetic items. The advancement in technology
such as artificial intelligence information system, inventory management system etc. will
assist an organization in management in improving is supply chain.

Legal factor-
Health and safety law is one of the legal factor that effect new business plan
related to establishment of new retail outlets for selling herbal cosmetics (Thébaud,
2015). The company will follow all the relevant legislations such as company law,
health and safety, wages act, as this tactic will help an organization in eliminating the
legal issues.
Environmental factor-
Rise of importance of corporate sustainability responsibility, company face many
issues and it impacts on new business plan related to establishment of retail store for
selling the herbal cosmetics. Organization is required to contribute in CSR which is
essential for running their business, without contribution in CSR they cannot be able to
sustain for longer which make negative impact on its financial as well as other
performance.
TASK 3
Part A- Overview of launch event for new herbal cosmetic products
Unilever organize the launch event to introduce new outlets for selling herbal
cosmetic products in market, it is celebrity opening where popular celebrity will come
and launching new outlet. In this event, Chinese, continental and Italian food has been
served. The event is organized at 16, August at 4 PM and event is going to take place
on site (Thomas and et.al., 2014). Company spend a lot of money in entertainment and
food services as well as celebrity invitation. Around 150 people are invited in new outlet
of herbal cosmetic product and Emma Watson is the celebrity who is invited in this
launch event. Professional peoples were hire in order to make event successful and
memorable in mind of people, with the help of this event launch organization will be able
to drive people towards its new outlets and generate awareness.
Part B- Budget statement
Resources Cost
Venue lighting £150.00
Video production £160.00
Social media tools £200.00

Online and print advertising £170.00
Food and drinks £120.00
Catering staff £130.00
Total cost- £930.00
TASK 4
Marketing plan
Marketing plan can be referred to as the operational document which outlines the
way different activities will be performed by the company for promoting their goods or
services in the market. Development of an effective marketing plan is very much crucial
in order to achieve desired business objectives. In relation to the present study, the
marketing plan is related to the launch of clothes product in UK by Unilever. The
different strategy which will be executed by firm for reaching to the target audience.
Marketing objectives: The marketing objective of on Unilever is to successfully
launch new product that is herbal cosmetics successfully in the market (Qureshi, Saeed
and Wasti, 2016). In addition to this, other marketing objective behind establishment of
retail outlets for launch of herbal cosmetics in the market is to increase sales as well as
profitability. An organization also intends to increase its market share by launching new
product in the market.
Target market : Unilever is planning to target women as well as young girls.
Reason for selecting women as target is that these are those people who mainly use
herbal goods as well as are highly conscious among their skin as well as beauty. By
establishing the attractive retail store firm will able to influence the target customer
group for making purchase of goods or services.
Marketing strategies for each target market: Marketing team in Unilever is
planning to offer discounts as well as introduce new combo offers in order to attract
target customer group. Such marketing strategy has been adopted as it is to influence
women as well as girls to buy products or services by offering discounts.
Marketing mix :

Product : Unilever produce goods or services according to customers demands. In other
words customer centric approach will be utilized by an enterprise for producing goods or
services (Gabler and et.al., 2017). In relation to the launch of herbal cosmetics
products, an organization will have more focus on quality as this tactic will provide
enterprise an ease in attracting customers and in influencing them to make repeat
purchase of same product.
Price:In context of Unilever, both marketing and management team in a firm has
decided to keep the price of the herbal product at the initial stage of launch in the
market. It is the marketing strategy adopted by business entity in order to encourage
customers to test the herbal cosmetics product.
Place : An enterprise price is planning to distribute its goods or services to
customers by establishing retail store as this tactics will help an organization in
developing strong relationship with customers. In addition to this, Unilever will seek
support from the distributors in order to distribute newly launch herbal cosmetics
product in UK market (Afuah, 2014). It is the distribution channel which will be adopted
by enterprise as distributor are those people who have knowledge about the market as
well as about the techniques which can be applied for influencing people to buy goods
or services.
Promotion : The marketing team will conduct the marketing campaign for
informing the customers about launch of new herbal cosmetics in the market. In addition
to this, social media and print media will be used by the company for promotion of
newly launched product in the market.
TASK 5
Identification of the tactical, operational and strategic decisions
Tactical decisions are basically a short term decisions. In context of the
establishment of retail outlets for launch of new herbal cosmetics product, the tactical
decision taken by management in Unilever is related to the supply chain. In addition to
this, the other tactical decisions related to selection of the technique for generating the
excitement among customers related to launch of new herbal cosmetics product in the
market. Both management and marketing team in an enterprise has planned to tweet

the pics of herbal products by highlighting the positive effect of same on the skin as well
as beauty of girls.
Strategic decisions can be defined as such decisions which is concerned with
complete environment in which an organisation operates its business.
In context of establishment of retail outlets for launch of new herbal cosmetics produc
launch of new herbal cosmetic product in the market, Strategic decisions taken by
management in an enterprise include selection of the market for positioning of the
product, In addition to this, an organization is planning to launch its new herbal
cosmetics in the new market, as this tactic will, assist an enterprise in achieving the
objective of increasing market share (Rits, Schuurman and Ballon, 2015). An enterprise
is planning to target both its existing and new clients in order to sell new herbal
cosmetic products.
Operational decisions are those which are taken by management in a firm for
managing routine business activities. It is the operational decisions which helps
manager in determining the way the specific product or service to be launched by
business entity will able to fulfil the needs as well as expectation of customers. In
context of Unilever, an enterprise has decided to keep the price of herbal cosmetics low
for the quality goods, it is the tactics which will be adopted by enterprise for attracting
customers.
In context of the establishment of retail outlets for launch of new herbal cosmetic
product in the market the operational decision taken by manager in an organization is
related to the time of introduction of new product in the market. Some other operational
decisions which will be taken by management in Unilever is related to quality, inventory,
location, technology etc.
TASK 6
Identification of type of suppliers and analysing the way it intends to develop each
element of supply chain.
Elements of supply chain Analysing the way it is
going to be addressed in
business
Why is this the correct
way to operate business ?

A supply of herbal
cosmetics
Supply of the raw material
such as furniture and other
office equipments are very
much essential in order to
establish retail outlet for
selling the herbal cosmetic
products.
Continuous supply of herbal
cosmetics products is very
much essential in order to
maintain balance between
demand as well as supply
(Buckley and Graves,
2016). It is also very much
essential for maintaining the
stock of products.
It is very much crucial for
Unilever to establish retail
outlets in order to create a
reliable raw material as well
as herbal cosmetic
products.

CONCLUSION
It has been concluded from the study that an effective planning is very much
crucial in order to drive firm towards success. The other fact which has been discovered
is that business objectives can be achieved with the help of an effective marketing plan.
It has also been concluded from the assignment that proper management of supply
chain is very much crucial in order to make timely delivery of products or services to
customers.

REFERENCES
Book and Journals
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Online
PESTLE Analysis? A Tool for Business Analysis. 2019. [Online]. Available
through:<https://pestleanalysis.com/what-is-pestle-analysis/>