Unilever Case Analysis Essay -- Business Marketing Case Study, solutio

This analysis consists of terce parts External Assessment, Internal Assessment, and Aalysis & RecommendationsExternal AssessmentAlthough Unilevers elbow room to Growth strategy involves all components of the general environment, two members that are particularly relevant are the global and sociocultural segments. A study(ip) great power of the guilds global environment is its geographic diversification of its major product trades. In 2003, Unilever had sales and grocery storeing efforts in 88 disparate countries. The key is that it gave decision-making power to its managers in different countries so that they could tailor their products to the markets specific preferences and consumers local tastes. Thus, it was the cross-country preferences of consumers that determined what products Unilever would carry. The global segment provides an enormous opportunity for Unilever. The case states that emerging country markets show the sterling(prenominal) potential for sales growth. Major competitors such as Procter & Gamble and kraft paper Foods had sales in roughly 140 to 150 different countries in 2003, and Nestle, Unilevers main rival, had market penetration in almost all(prenominal) country in the world. If Unilever is able to expand its operations into 50 or more new countries and concentrate its advertising campaign on consumer preferences, it could keyly increase its market share in the global economy.Another important piece of Unilevers general environment is the sociocultural segment. One of the companys founding values is understanding and improving consumers lives. A major strength of Unilever lies in its ability to anticipate consumer trends and demands and then cater to their needs. For example, market research indicated that nutrition was the number one concern in the coupled States, Germany, and the United Kingdom, and that weight was the number three concern. The focus of peoples attitudes became living healthy lifestyles. To move with the trend Unilever acquired SlimFast. SlimFast was the U.S. market leader in the weight steering and nutritional supplement industry, with a 45% market share. The acquisition seemed promising in the beginning. Approximately 94% of SlimFasts sales were in conglutination America, which presented a huge opportunity to diversify into foreign markets such as Germany and the United Kingdom. Unfortunately the healthy lifestyle that peop... ...l investment costs. Unilever would likely take away to spend millions just to enter a new country. It would have to pick out with different governments and laws and regulations as well. If such investments were to go sour, Unilever could find itself with millions or as yet billions of dollars/euros of fixed costs in an unprofitable country.Lastly, Unilever should focus on restructuring SlimFast and twist it into a profitable part of the company. One of Unilevers major strengths is its ability to acquire and then integrate new firms. Unilever shou ld focus its marketing and R&D departments towards finding products that will satisfy consumer needs. It needs to focus on healthy, low carbohydrate drinks and diet bars to get it back atop the market. At first, victor could be measured in terms of whether or not SlimFast once again becomes profitable. If it achieves profitability, then it can measure success based upon market share. Some possible disadvantages would be compromising SlimFasts values and principals. SlimFast is a company that used only natural ingredients in its products. If the company does not buy in to the new strategy, then the hale restructuring could be a disaster.