Research Paper on:
Proposal for Studying Unilever International Strategy

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large organization, employing roughly 174,0001 people across more than 100 countries (Unilever, 2009). The firm has had to change and adapt over the years and recent changes have resulted in  a company that is more efficient and focused in core areas of business, and better suited to compete in the international environment. Unilever may be seen as achieving a feat  many other companies are seeking realise; diversity combined with efficiency (Mintzberg et al, 2008). The international strategy and operations of the firm have been key in achieving this. The paper  will look at the way that Unilever compete internationally. 1.1 Aims and objectives of the study The aim of the paper is to identify and explore the  way that Unilever compete in the international markets with consideration of the elements that have lead to success and why these have been successful along with the areas of potential  improvement. To undertake this following objectives will need to be met; * Identify the markets that the firm operates within and the influences of those markets along with the firms  responses/positioning. * Identify the strategies that the firm uses and their relative effectiveness and any competitive advantages. * Assess the way that the firm markets itself and deals  with competition. * Assess marketing strategies of the firm. 1.2 Justification for the study In difficult trading conditions there is a great deal of value in looking at case  studies to assess what strategies and practices have been successful in the real world, and which have been less successful, this helps to create transferable knowledge and skills as well  as create knowledge that can be applied in a practical manner (Yin, 1994). Unilever are a good example to use, they are not limited to a single industry, with a