Unilever's Strategies for Emerging Market Entry: A Research Project

This research project investigates the different strategies employed by organizations, specifically focusing on Unilever, to successfully enter emerging markets. The project begins with an introduction to globalization and its impact on businesses, highlighting the importance of expanding market share internationally. A comprehensive literature review explores the benefits and challenges of entering emerging markets, including cross-cultural communication, talent acquisition, and supply chain management. The research methodology outlines the research philosophy, approach, and strategy, including data collection methods, ethical considerations, and sampling techniques. The study aims to understand the strategies adopted by Unilever and other companies in emerging markets, evaluating their effectiveness and identifying best practices. The research examines various strategies such as human resource development and institutional development. The project concludes with recommendations for Unilever and other companies aiming to enter new markets, considering factors like technology, transportation, and infrastructure. The research project is designed to provide a deeper understanding of the complexities of international business and market entry strategies.

Research project

Research Title: Different strategies adopted by the organisations to enter into an
emerging market. A case study on Unilever.
Table of Contents
INTRODUCTION ..........................................................................................................................3
LITERATURE REVIEW ...............................................................................................................4
To germinate a basic understanding related to globalisation. ...............................................4
To evaluate the whole influence as well as benefits attain by Unilever by entering into
emerging marketplace............................................................................................................5
To investigate different sort of strategies which can be adopted by Unilever by entering into
such emerging markets. .........................................................................................................6
Research aim and objectives ...........................................................................................................7
Research methodology ....................................................................................................................8
Research Philosophy..............................................................................................................8
Research Approach.................................................................................................................8
Research Strategy...................................................................................................................9
Research method....................................................................................................................9
Accessibility ..........................................................................................................................9
Ethics ....................................................................................................................................9
Sampling...............................................................................................................................10
Significance .........................................................................................................................10
Deliverables..........................................................................................................................10
Required resources ..............................................................................................................11
Implementation time table ...................................................................................................11
CONCLUSION .............................................................................................................................13
Business Research Plan Evaluation...............................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Globalisation is a basic tool that is used for the purpose of interaction taking place
between business organisations across borders. It helps various businesses so that they are able to
expand their market share from their domestic countries. Globalisation is a concept that can help
organisation in development of their business art international level by development of more
operations in a particular country. It has also been said that in context of economic factor,
globalization is one of the element which involves commodities, services, technologies, data as
well as economic resources of capital. Transportation of all these elements from one place to
another is the main aim of Globalisation which help in developing stability in the economic
system of the country (Krzywdzinski, 2019). Companies are undertaking a detailed analysis of
the overall business environment to understand the internal capabilities so that they can deal with
such situations. The organisation will also be formulation various strategies that will help them
in accomplishment of their overall gaols.
In the present research Unilever will be taking into consideration the various strategies
that have been adopted by other comparative organisations in the due course of time. Unilever is
the organisation which is chosen in this research which is a British-Dutch multinational
organisation. This is a business entity having its headquarter in London, United Kingdom as well
as in Rotterdam, The Netherlands. The main offerings of Unilever consist of energy drinks, food,
baby food, sweets, soft drinks, cleaning agents, ice cream, coffee, tea, pet food, medicines,
breakfast cereals, pharmaceutical healthcare products and many more. It has also been said that
Unilever is the oldest multinational business entity which provide their products and services in
almost 190 countries across the world. In the present research, various topics are going to be
covered which help in developing the overall understanding of a learner. In this research aim and
objective has been developed on the basis of which whole research is conducted (Lugalla and
Ngwaru, 2019). The main aim behind choosing Unilever in context of globalisation is that it
helps in gaining wider scope of knowledge and understanding which assist in performing more
competitively at the marketplace. Researcher will have to use various research sources in the
present research for the purpose of gathering of data and then suing them in formation of various
other strategies in the given point of time. Based on this information it is important to develop an
understanding of how to make sue of various sources of primary, secondary information in order
to understand these strategies in a more better manner. Based on the investigation researcher will

be developing some of the recommendations to be used as strategies for approaching the market
of new countries.
LITERATURE REVIEW
Literature review define as a comprehensive summary of some previous research
conducted by different authors on a specific topic and area. In this, different articles, books,
journals, magazines and various other published articles are usually examined by the researcher
for effectively conducting the research (Johnson, 2019). One of the major aim of using literature
review is that it help in providing knowledge as well as understanding about the topic. This will
aid in conducting the whole research in an effective and appropriate manner.
To germinate a basic understanding related to globalisation.
According to the view points of (Malindi, 2018), Globalisation is a very important concept
that has offered large number of opportunities to various organisations so that they are able to
expand on some new market areas and have their presence for some new segment of customers.
When a particular organisation is working for a specific period of time at a particular location
then their customers become completely aware of it ad growth rate in that particular markets
segment may become stagnant or content and does not grow with time. So, for increasing their
overall graph of revenue it is essential for companies to move to some new markets segments so
that they can approach to a completely new target segment of market. There is requirement of
large number of resources for an organisation such as it helps in expansion of the business to
other places where there are very high prospects of growth.
Globalisation is a term that is gaining lot of popularity in the present scenario of changing
nature of economies. There are various global forces that are creating demand for product across
all parts of world and there is a requirement to expand to such different countries part from their
home or domestic country. Globalisation is a term that is also associated with the social changes
that are taking place in the society in the changing tastes and preferences of customers. There
has been a complete shift in which people are perceiving value that is they perceive from the
various products (Abdullah, 2019). With the advent of globalisation there has been a complete
interaction that is taking place between government, people, economies and companies across
different parts of the world and among different countries. The technology up gradation has
resulted in to more advance ways of communication and transportation that is leading towards

overall growth of the ideas, trade and culture. When there is globalisation then also it leads to
exchange of culture, values and beliefs among people so, all this leads to higher growth of the
overall economies of world. Apart from with there is also development of people that actually
takes place because of this globalisation as it leads to people learning from culture prevailing in
other countries.
Globalisation also consists of the interaction and movement of various resources on terms of
capital, technology and overall information from one place to another. There has been a complete
shift in the way various activities are being perceived because of the overall process of
globalisation that is taking place among countries (Schebesta, 2020). Globalisation involves
liberalisation of economies and handling of various barriers that are part of many countries. This
process is very helpful in reduction of overall barrier that are mostly created by government of
many countries and it results into stoppage of brands and organisations of other countries to enter
their markets and approach their citizens as their respective buyers. With the help of
globalisation there has been a complete shift in the way economies are being perceived in world
as there has been increase in the interdependence of various cultural and economic activities
across different parts of globe.
To evaluate the whole influence as well as benefits attain by Unilever by entering into emerging
marketplace
According to views of (George, 2019), the impact of companies entering into newer
countries can be positive and negative at the same point of time. There are many strategies that
can be formulated for this purpose of adoption of the process of Globalisation. There is a cross
cultural communication is a very prominent that is helping in dealing with the overall challenges
that are occurring in the organisation. The impact in context of Unilever will be such that there
are many advantages like there is a complete communication with a new segment of customers.
Such as now Unilever will be able to approach new customer segments (Yeh and Chen, 2020).
There is also a very strong benefit of globalisation for this organisation as they can approach a
completely new and wide range of talent as a competent workforce can be created by hiring
people of higher skills and knowledge from the countries which they are willing to enter.
Globalisation will also result a completely new opportunities for Unilever in selling goods to
larger markets that it will lead to higher profits and more potential sales. There will be more
opportunities some terms of distribution of products, logistic management and marketing

activities for the organisation. Apart from many advantages there are also some negative impacts
of globalisation such as there is a complete difference in the culture and value among various
countries and such values, culture might lead to large number of issues.
Such as there can be problems in relation in with issues in supply chain, raw material
arrangement, employees, logistics are some of the very common issues that can arise as a result
of moving to a completely new country. There is also a issue of the cross cultural
communication as many tomes management and employees may do not have high amount of
coordination or synchronization among them which may lead to problems in the functioning of
organisation (Roslan and Mustafa, 2020). Apart from this with instance to Unilever there is also
a issue of management of global workforce, though communication has make it very easy for
people to establish channels of communication so that they are able to communicate with each
other such as letters, fax, e-mails, video conferencing etc. are some of the very popular methods
that can help in laying down effective channels of communication.
There are numerous benefits that can assist Unilever in improvement of whole revenue such
as creative ideas as well as innovative business plans which can also implement in their business
entities. This as a result will aid in dealing with the issues and challenges which is usually arise
and faced by business organisation because of globalisation. Also, there can be reach to a
completely different segment of customers for handling of various obstacles and then striving
towards their overall business objectives. It can also be said that there are both negative and
positive impact of the globalisation on Unilever and to deal with these challenges it becomes
very important to reduce the negative impact of globalisation and maximise the overall positive
impact so that profits can be enhanced (Yang and Tan, 2019).
Therefore, it has been concluded that there is both positive as well as negative influence of
globalisation method on the growth as well as development of the business entity. In addition to
this, if talking about benefits of globalisation it is identified that there are ample number of
benefits gain by the business organisation if implemented in an effective manner within the
organisational context.
To investigate different sort of strategies which can be adopted by Unilever by entering into such
emerging markets.
As per the view point of David Wijeratne, (2019) there are various methods as well as
strategies which is used by the companies in order to enter into new market in a proper and

effective manner. This strategies can be divided by the organisation in different phases as enter
into new market can take place by this way only. One of the most essential factor that is required
to identify by companies is technology, transportation, and infrastructure. According to this, the
higher authorities develop as well as formulate strategies. The first strategy that can be adopted
by mangers of Unilever is development human resource that is all the employees prevailing in
the organisation. It develop ability in employees to cope up and deal with the situations occurred
in the future effectively and properly. The company provide training and development session to
employees so that they can increase their knowledge and skill level that leads to increase in
productivity of company (Lynch, Forde and Lathouras, 2020). In addition to this, they can adopt
institution development strategy by which they can analyse value chain & develop chains as it
will help company to gain the advantage of globalisation effectively.
Research aim and objectives
Aim of the research: The main aim of this research is to identify different types of strategies that
can help an organisation to enter into various emerging international markets. A case study on
Unilever.
Objectives of the research: The objectives of this research are:
 To germinate a basic understanding related to globalisation.
 To evaluate the whole influence as well as benefits attain by Unilever by entering into
emerging marketplace. To investigate different sort of strategies which can be adopted by Unilever by entering
into such emerging markets.
Research Questions:
 What do you understand by the term globalisation?
 What are the influences as well as benefits attain by Unilever by entering into emerging
marketplace?
 What are the different sort of strategies which can be adopted by Unilever by entering
into such emerging markets?
Rationale of research:
This project is very helpful for developing a basic understanding of the term globalisation
and its overall importance for a organisation to enter into such emerging market segments. It is a
tool that is actually used in the present scenario by many organisations to increase their presents

share of revenue and also for development of some strategies that can contribute re in successful
expansion. The present research report will be very helpful for Unilever in determination of
various strategies that can be easily adopted for further entering into some developed market
segments.
Research methodology
Research methodology introduces to the important process of data collection and data
analysis. This process is useful for researcher in gathering of qualitative or quantitative
information regarding specific field of study (Crevoisier and Rime, 2020). This section of
research project includes different aspects which will be essential and beneficial for investigator
in accomplishment of research aim and objectives. There are some aspects which will be
described as below:
Research Philosophy
Research philosophy is an investigator beliefs that is required to be followed in order to
complete the overall research in a proper manner. There are mainly two types of research
philosophy that is positivism and interpretivism research philosophy. In the present research
interpretivism philosophy is used as it assist in gathering more accurate data and help in drawing
a valid conclusion. The philosophy includes the data which is collected through observation,
personal interview and many. It states the data collected is more reliable and accurate that leads
to positive outcome. The research philosophy includes research approaches, data collection,
quantitative and qualitative data, sources of data collection and so on.
Research Approach
There are mainly two approaches of research that is used by researcher that is inductive
approach and deductive approach. This two approaches is given below:
Inductive approach: In this type of research, investigator develop an in-depth
knowledge or understanding about the particular topic which will help in carrying out further
research in a proper manner (Kaiser and Kirton, 2019). In addition to this, it is undertaken as a
method by which researcher increase their skills as well as knowledge on the specific topic of the
research.
Deductive approach: This approach is totally based on the past data and sometimes
leads to collection of inaccurate data as it did not consider the current information. The present

investigation is based on the qualitative data which is used for complete investigation in a proper
manner.
In this research, deductive approach is used by researcher where the main reason is that
it assist investigator in order to examine all the quantitative as well as numerical information in
an effective time frame and in less time period.
Research Strategy
It is define as a plan or action that is used by researcher to implement all the activities
associated with the research in an appropriate and effective manner. In addition to this, it assist
researcher to complete the research effectively and timely. It has been said that there are various
types of strategies in order to collect data as well as information like case study research,
experimental research, action research, interview, survey, interview, systematic literature review
and many more (Jiang, 2019). It is said that survey is one of the most effective method which is
used by researcher in an effective manner so that they will be able to perform all their objectives
in a well defined manner.
Research method
There are mainly two types of research methodology that is quantitative and qualitative
research. The qualitative research is based on the images, observation and so on. On the other
hand, quantitative research is based on the numeric data and draw out valid and reliable
conclusion. For the present research, quantitative research method is adopted and questionnaire
is develop in order to collect or gain information about the particular topic.
Accessibility
The information provided by the participants is accessible to the researcher. The data as
well as information given by the respondents is used by researcher in a proper manner so
that positive outcome can be gained (Hajisoteriou and Angelides, 2020).
Availability of the information sources is different from the accessibility of information sources
in context of a research work. For instance accessible information means that a user can easily
identify the available resources that can contribute towards future development. the present
research work all the information that has been used is accessible in form of online availability of
the journal articles magazine articles and different viewpoints of author that has been collected

for the purpose of making literature review and for the purpose of other different types of data
the information has been used from existing journal articles from online availability.
Ethics Informed consent – It is one of the major issue that can be arise at the time of conducting
the study. As per this, the respondents have the right to know the information given by
them is confidential or not. The people involved for data collection have the authority to
informed consent.
 Respect for confidentiality & anonymity – It is essential for researcher to make the
information confidential provided by the respondents. In addition to this, their identity
should be hidden if the participants want it.
Ethical issue is related to focus on a well planned ethically approved and design research
according to the Information that they are providing to the researcher. There could have been a
complete disclosure of all the information that is related to legal or financial aspect of an
individual. There could have been sharing of all the work related actions and also about the legal
aspects of all the different activities of the research work to achieve higher success.
All the actions were well planned and appropriately designed so that there is no conflict of
interest that took place between the researcher and the respondents. But some of the activities of
research work could have more focused and properly dealt for achievement of more success in
this research work.
It is assured that in the project, researcher is going to follow all ethics and ensure that
information given by respondents will remain confidential and did not be use in a wrongful and
unethical manner. The researcher is also ensure that information is authentic and used properly
by the researcher (Dahiya, 2019).
Sampling
It is defined as selecting the number of respondents from the whole population. It will help
researcher to collect the data and information about particular topic in a proper manner. For the
present research, non-probabilistic sampling method is used by investigator that helped in
developing interpretation in a proper manner. The random sampling method is chosen as a non-
probabilistic sampling method. The 40 respondents is chosen by the random sampling method

who are the staff members of Unilever. These are the respondents who are highly involved in the
growth of a business entity.
Significance
Globalisation is one of the most effective and beneficial element for the overall growth of
a business entity at the competitive marketplace. It is said that there are ample number of
benefits which is gained by a business entity such as business growth, expansion of market share,
more benefits to the employees, expansion of business entity at new marketplace and many
more. All these elements are the beneficial factor which assist Unilever in order to get
advantages at the competitive marketplace. Apart from the company point of view, this research
as well as topic is significant for both academic and personal level. In relation to personal level,
current study assist investigator by enhancing their skills like data collection and analysis,
literature review, time management & so on (Nikšić Radić, 2020).
Deliverables
Another important factor is that the research must be conducted in a systematic manner
for which WBS is used by investigator. By using this factor whole research functions will be
divided into small parts so that they will be able to attain their targets in an effective manner. It
has also been said that this mainly classifies the whole work in an hierarchical form which aid in
attaining the task in an effective and appropriate manner. This is considered as the main outline
structure of the project which aid in attaining the aim of the research (Michie, 2019). In addition
to this, it has also been said that there are some deliverables which are classified into various sub
deliverables. This is one of the most essential factor which aid in allocating the budget in an
effective manner.
Required resources
For conducting the research in an effective manner, there are some resources which are
required like articles, books, publications, magazines and many more. These resources aid in
attaining the target or aim of the research in an effective manner. These are the resources which
are useful as well as valuable resources in order to complete the whole research in an effective
manner.

Implementation time table
For every research, it is necessary to complete it on timely basis as well as in a systematic
manner, therefore Gantt chart is used by the researcher. It is a time management tool which will
assist an investigator in order to complete the activities of study in an effective manner as well as
within given time frame. This is a tool commonly used by researcher in order to complete the
whole business research plan in an effective as well as appropriate manner. It is a bar chart which
represents all the activities of the research along with the time period in a proper manner. Gantt
chart is used by researcher as it help in dividing the tasks in an easy and effective manner. It will
also assist researcher to properly manage activities and operations such as data analysis, data
collection, data evaluation, interpretation according to the time period (Perraton, 2019).