Business level strategy unilever

Glazer, R.

Unilever differentiation strategy

When it comes to Unilever, market development with regard to consumer goods could help the business to target new markets. Based on this finding, focusing on the product development strategy by Unilever can give these middle-class consumer groups with a wide range of products from which they can make their choices and that can ultimately meet the shifting needs and preferences of these consumers. Unilever unveils home-grown, world-first innovation in laundry. This strategy works well when the product or service is standardize, have generic qualities, fulfill customer needs and offer lowest price with best quality. Its competitive advantage based on three Generic Strategies can be analyzed in the following way: Cost Leadership Unilever compete for a wide range of customers based on price. New evidence in the generic strategy and business performance debate: A research note. Hence, it is critically analysed that the model of new product development by Unilever will also be successful if it strongly maintain partnerships with retailers in the regions where it operates. New products will be necessary to try to take advantage of new opportunities for consumers.

For example, to achieve diversification, Unilever acquires other businesses over time, such as the acquisition of the personal care business of Sara Lee Corporation in Focus Unilever focus more on the demographic features of population, it targets all age groups and offer a wide variety of products to the people of all ages.

Gulbrandsen, I.

Unilever strategy analysis

Therefore, Unilever through this strategy effectively attract customers to its specially designed consumer products. Melton, A. However, the company has strategically selected countries for its operations based on the political stability, which has presented the business with an opportunity to grow in the markets Visagie, ; however the recent decision of Britain leaving European Union has presented a series of challenges for the business and its growth. Based on this finding, focusing on the product development strategy by Unilever can give these middle-class consumer groups with a wide range of products from which they can make their choices and that can ultimately meet the shifting needs and preferences of these consumers. For instance, the company make changes in its personal care product Dove Cream Bars for satisfying the consumer need for soaps which are not drying or harsh Patton and Holstius, Spry, A. The idea is part of Ansoff Matrix, a strategic tool used by companies to determine the appropriate policy to consider in terms of expansion Hussain et al. The emphasis of business level strategies is on how the company satisfy and attain its customers, and how it provides goods and services to meet the needs of its customers in a way that increases profit margins Hill, Jones and Schilling, The company position its brands by striving to develop global branding while coordinating its actions around the world. Considering this, Unilever has focused on increasing its global growth by leveraging and expanding on the free trade relations in both developed and developing nations. Unilever global company website.

With respect to socio-cultural factor, it can be argued that the raising health consciousness has presented Unilever with an opportunity to direct its products to address the continually increasing interest in healthcare products Ramli, Through the use of these excellence centres, the company can develop new products to position itself in the less trapped market.

Therefore, based on SWOT, Unilever can plan to grab the market opportunity such as product innovation and business diversification. Hill, C. In this intensive strategy, the company grows by entering new markets or market segments.

unilever ansoff matrix

The idea is part of Ansoff Matrix, a strategic tool used by companies to determine the appropriate policy to consider in terms of expansion Hussain et al. The combination of these strategic objectives leads to competitive advantage reflected through products and a strong financial performance in the consumer goods market.

Following this can allow Unilever to remain competitive and to increase profits through new product revenues. Santos, M.

Business level strategy unilever

The final stage is testing and launching where the company could test its new product through retailer partnerships Unilever global company website, c. In spite of having high prices comparatively, these products are competitive as Dove stand out from competitors which emphasize more on cleaning instead of moisturizing. It is a multi-national company which was established by the parent company of Anglo-Dutch that own and operate many of the brands in consumer products around the world in the category of cleaning agents, beverages, foods, and personal care Unilever, Market Development Supporting Strategy. However, the weakness of Unilever is limited business diversification and dependency on retailers. This intensive strategy focuses on establishing new businesses to grow the company. When it comes to Unilever, market development with regard to consumer goods could help the business to target new markets. References Dess, G.

It focuses on its primary as well as support activities to achieve this objective. However, the major threat for the company is from competitors Hasan,

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International Strategic Management Blog : Unilever Business and Corporate level strategy