Comprehensive Marketing Plan Report: Unilever's Business Strategy

This report presents a comprehensive analysis of Unilever's marketing plan, employing various strategic frameworks. It begins with an introduction to marketing planning and proceeds to an external analysis using the PESTLE model, evaluating political, economic, legal, and environmental factors impacting Unilever. The internal analysis utilizes McKinsey's 7S model to assess shared values, strategy, and structure within the company. A SWOT analysis identifies Unilever's strengths, weaknesses, opportunities, and threats, followed by an application of the Ansoff Matrix model, focusing on market penetration and development strategies. The report concludes by emphasizing the importance of marketing planning in driving business opportunities and tasks, supported by references to academic sources. The report highlights Unilever's global brand recognition, innovative marketing, and financial performance while acknowledging weaknesses like a lack of forward integration and intense market competition.

Marketing Planning

INTRODUCTION
 Marketing planning is the process or activity of business that contains marketing strategy,
information and data of the new marketing approach.
 In other words, marketing plan consists all the important and crucial information that
incorporate in the business environment.

External Analysis
 In order to analyse the business environment Unilever can also apply the PESTLE
analysis model in order to measure the macro or micro environment.
 In order to identify the competitive business environment and current trends PESTLE
can help to measure all the opportunity and threat of the business environment.
 In the context of business Unilever has already expands their business at every level
except clothing.
 Clothing is the new competitive expansion opportunity through company can
diversify their competitive environment.
PESTLE Analysis
 Political: Unilever is responsible to follow legal guidance imposed by the
European commission. Due to changes in legal implications and political party it can
affect the business functions directly.
 Economic: Economic factor is the another environment macro element
that impact business demand & supply. Economic changes like Recession can make
the products expenses and reduce the demand of the product.

To Be Continued
Legal : Legal is the macro factor which always be the risk for the business. In order to secure
business from legal implications. Unilever needs to abide all legal laws and act on the
business functions. For example :over 400 brands in food, health, personal. For that they
need to follow copyright, product safety, laws regarding health of employees to stay risk
free.
Environment: Unilever has always support to sustainability environment business. It designed
a structure which is always safe for consumers in every location. The material are friendlily
from packaging.

Internal Analysis
McKinseys 7s model
 Shared Value
In order to analyse the internal environment, Shared value is the element that defines the
business ethics and for what business stands for. However, Unilever is based on the very
effective ethical environment that motivates the business environment and objectives.
 Strategy
Strategy plans for the allocation of a firms scarce resources, overtime, to reach the final
destination. However, the business is the long-lasting business opportunity that
understand the business gain. The foremost strategy of Unilever is to provide the quality
product or services.
 Structure
The way the organization units relate to reach other, centralized, functional divisions,
decentralization, matrix and network. In terms of Unilever the business apply the
Hierarchical business structure to perform the business activity.

Outline of new market Opportunity (SWOT)
Strength
 Unilever is the popular brand and
products.
 Unilever is the global brand which
exist in the high level of opportunity
and task.
 Financial performance is the fast
growing factor.
 Unilever has innovative marketing
planning ideas and development
growth.
Weaknesses
 Lack of forward integration is the
weakness of Unilever.
 Because of high competition and
substitute products it might affect the
overall business growth.
Opportunity
 New product developments Market
expansion to reach the global
customers.
 Wide health conscious and
development growth.
Threat
 Dynamic business environment
 Intense competition in the
marketplace.
 Sluggish growth economic crises.

Ansoff Matrix Model
 Market Penetration : This is the foremost strategic direction that guides how
business can motivate its business profit in the existing market. In order to cope up with
weaknesses. Unilever can also adopt this strategy to gain business profitability. In this
strategy basically business seek to achieve growth with existing products in their current
market segments. As compare to other market penetration is the most simple and less
risky strategy within the business environment.
 Market Development : Market development is the another strategy that focus on
the target market customers, Where the business targeting its existing products to new
market segments.

To Be Continued
 On the basis of above explained strategy, Unilever should need to acquire new product
development strategic direction that can help to motivate the business and better gained
the business environment into best performing level.

CONCLUSION
On the basis of above presentation, it has been analysed that how much marketing planning
is the most crucial factor within the business that accelerate the business opportunity and
task.

REFERENCES
Amuna, Y. M. A., Al Shobaki, M. J. and Naser, S. S. A., 2017. Strategic Environmental
Scanning: an Approach for Crises Management.
Dawes, J., 2018. The Ansoff Matrix: A Legendary Tool, But with Two Logical Problems. But
with Two Logical Problems (February 27, 2018).
Grigoriou, K. and Rothaermel, F. T., 2017. Organizing for knowledge generation: Internal
knowledge networks and the contingent effect of external knowledge sourcing. Strategic
Management Journal, 38(2), pp.395-414.
Gurcaylilar-Yenidogan, T. and Aksoy, S., 2018. Applying Ansoff’S Growth Strategy Matrix To
Innovation Classification. International Journal of Innovation Management, 22(04),
p.1850039.
Gürel, E. and Tat, M., 2017. SWOT analysis: A theoretical review. Journal of International
Social Research, 10(51).
Verhoeven, B. and Johnson, L. W., 2017. Business model innovation portfolio strategy for
growth under product-market configurations. Journal of Business Models, 5(1).
Vrontis, D. and et.al., 2017. Ambidexterity, external knowledge and performance in knowledge-
intensive firms. The Journal of Technology Transfer, 42(2), pp.374-388.

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