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

This analysis consists of deuce-ace parts outside Assessment, Internal Assessment, and Aalysis & RecommendationsExternal AssessmentAlthough Unilevers Path to Growth strategy involves all comp angiotensin converting enzyments of the widely distributed purlieu, two segments that are especially relevant are the global and sociocultural segments. A major strength of the companys global milieu is its geographic diversification of its major product markets. In 2003, Unilever had sales and marketing efforts in 88 divers(prenominal) 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 emergent country markets show the greatest potential for sales growth. Major competitors much(prenominal) as Procter & Gamble and Kraft Foods had sales in roughly one hundred forty to 150 different countries in 2003, and Nestle, Unilevers main rival, had market perspicacity in almost every country in the world. If Unilever is able to plump its operations into 50 or more innovative countries and concentrate its ad campaign on consumer preferences, it could significantly increase its market share in the global economy.Another important piece of Unilevers general environment is the sociocultural segment. iodine of the companys founding values is discretion and improving consumers lives. A major strength of Unilever lies in its ability to watch consumer trends and demands and and so cater to their needs. For example, market research indicated that nutrition was the number one concern in the United States, Germany, and the United Kingdom, and that weight was the number three concern. The focus of peoples attitudes became living healthier life styles. To move with the trend Unilever acquired SlimFast. SlimFast was the U.S. market draw in the weight management and nutritional supplement industry, with a 45% market share. The acquisition seemed promising in the beginning. Approximately 94% of SlimFasts sales were in North America, which presented a huge opportunity to substitute into foreign markets such as Germany and the United Kingdom. Unfortunately the healthy lifestyle that peop... ...l investment costs. Unilever would likely have to spend millions just to enter a new country. It would have to deal with different governments and laws and regulations as well. If such investments were to go sour, Unilever could find itself with millions or even billions of dollars/euros of fixed costs in an marginal country.Lastly, Unilever should focus on restructuring SlimFast and turning it into a profitable part of the company. One of Unilevers major strengths is its ability to acquire and then integrate new firms. Unilever should 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 exclude to get it back atop the market. At first, success could be metrical 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 utilize only natural ingredients in its products. If the company does not buy in to the new strategy, then the whole restructuring could be a disaster.