Unilever's Marketing Plan: Analyzing Expansion in Sao Tome & Principe

This report outlines a marketing plan for Unilever's potential expansion into Sao Tome and Principe, focusing on strategic analysis and planning. It employs a PESTLE analysis to assess the political, economic, social, technological, environmental, and legal factors impacting the business environment. The report identifies new trends in the sector, such as the demand for healthy, quality, and environmentally friendly products. It emphasizes Unilever's unique selling proposition (USP) as a competitive strategy and examines the organizational culture using Handy's culture model. The strategic management approach is explored through the Mackenzie 7s model, followed by a SWOT analysis highlighting Unilever's strengths, weaknesses, opportunities, and threats. The Ansoff Matrix is suggested as a tool for better market coverage. The conclusion summarizes the key aspects of the marketing plan, with references to relevant books and journals.

MARKETING
PLANNING

Table of Contents
 INTRODUCTION
 MAIN BODY
 PESTLE
 New Trend in the Sector
 Competitive strategy
 Organizational culture in the Unilever
 Unilever Strategic management.
 SWOT ANALYSIS
 Ansoff's Matrix
 CONCLUSION
 REFERENCES

INTRODUCTION
 Marketing plan is a report that outlines your marketing strategy for the coming year,
quarter or month. Unilever is looking to expand their business in Sao Tome and
Principe.

PESTLE
 Political Factor: Unilever is always able to defend the Political factor in the Sao Tome
and Principe.
 Economic Factor: These factor always hurts the Unilever
 Social Factor: Unilever is able to defend this factor very easily
 Technology Factor: It is the factor which has helped the company
 Environment factor: Unilever is able to defend this factor very easily
 Legal factor: Unilever is able to defend this factor very easily

New Trend in the Sector
 Healthy Product
 Quality Product
 Environment Friendly Product

Competitive strategy
 USP of the Unilever will be the best way to see the competitive strategy of the
Unilever. USP of the Unilever is as follows:

Organizational culture in the Unilever
 Handy culture model is the best way by which culture of the organization can be
studied.
 Power Culture: Does not used by the Unilever
 Role Culture: Used by the Unilever
 Task Culture: Does not used by the Unilever
 Person Culture: Used by the Unilever

Unilever Strategic management.
 Mackenzie 7s strategy management model of the Unilever is as follows:

SWOT ANALYSIS
 Strengths: Global footprint, Diversified products, Research and development.
 Weaknesses: competitive market, substitutes product
 Opportunities: western culture products
 Threats: economic crises

Ansoff's Matrix
 Company can use an Ansoff's matrix to have better area coverage

CONCLUSION
 Globalisation

REFERENCES
 Books and Journals
 Rastogi, N.I.T.A.N.K. and Trivedi, M.K., 2016. PESTLE technique–a tool to identify
external risks in construction projects. International Research Journal of Engineering
and Technology (IRJET). 3(1). pp.384-388.
 Bush, T., 2017. PESTLE analysis: everything you need to know (2016). Available in:
http://pestleanalysis. Com.