This 20 page paper is a strategic examination of Unilever, looking at their strategic and economic position using Porters Five Forces and a SWOT analysis. The analysis is used to identify potential future strategies which may benefit the firm and make a recommendation along with suggesting an implementation strategy. The bibliography cites 17 sources.
Name of Research Paper File: TS65_TEunilevstrat.doc
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2.2 SWOT Analysis 11 2.2.1 Strengths 11 2.2.2 Weaknesses 13 2.2.3 Opportunities 15 2.2.4 Threats 16 3. Strategic Choices 17 4. Implementation 18 5. Conclusion 20 References 21 Abstract Unilever is the worlds third-largest multinational consumer company, behind Procter & Gamble and Nestl?. However, it
has been highly successful, founded on a history of innovation. Benefiting from diversification in terms of products and markets, with a focus on consumer health and well-being, the company has
recently followed a strategy of acquisition and divestments in order to focus on core markets. The majority of growth in recent years has been as a result of brands that
have been acquired, while Procter & Gamble have followed a more aggressive research and development strategy. In order to continue to be competitive the firm has to do adapt and
change in line with the marketplace. In order to overcome the potential weakness of reliance on acquisition for adding new brands to the existing portfolio, the organisation may seek to
increase the level of research and development. However, this will take a long term investment, and is simply an extension of an existing strategy. In order to support the existing
strategies, help increase market as well as gather competitive intelligence that will benefit research and development it is recommended the organisation undertake a more aggressive social marketing strategy. The organisation
should develop a prominent presence on Facebook, Twitter and Google+, with the development of a specialised social marketing department. This is recommended as it will help to increase marketing in
a cost-effective manner, utilising many resources that are already in the company. 1. Introduction Unilever is a well known international firm with a diversified portfolio of brands. The firm, which
has an unusual duel structure made up of Unilever N.V in the Netherlands and Unilever PLC, both of which have the same board of directors and operate effectively as a