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Current Unilever Strategic Approach1UNILEVER CURRENT STRATEGIC APPROACH
Current Unilever Strategic Approach2Table of Contents1Introduction.....................................................................................................................32Unilever’s Broad Product Differentiation Strategy............................................................33Unilever’s Cost Leadership Strategy...............................................................................54Unilever’s Focus Strategies.............................................................................................75Possible Rewards and Risks from Unilever’s Current Strategic Plan..............................85.1Rewards and Sustained Value Creation...................................................................85.2Possible Risks..........................................................................................................96Recommendations for the Risks....................................................................................107Conclusion....................................................................................................................10
Current Unilever Strategic Approach3Unilever Current Strategic Approach1IntroductionUnilever Corporation is a collaboration of a Dutch and British multinational goods companywith headquarters in Rotterdam, Netherlands, and London, UK. The two firms manufactureproducts such as beverages, food, soft drinks, beauty products, household consumables,personal care, and healthcare products (Unilever, 2020). The company was founded in 1929by Lever Brothers Branch and Margarine Unie-line and currently manufactures over 400different consumer goods sold across the world in more than 190 nations (Đekić & Ravić,2018). According to Murphy and Murphy (2018), Unilever has more than 150,000 employeesthat help the firm generate annual average revenue of about £50 billion and a net income of£5.3 billion. The corporate management led by Alan Jope, the current CEO, believes that arobust strategic plan is a blueprint of ensuring organisational competitiveness necessary forbusiness growth and resilience (Young, 2017). Unilever’s strategic approach is known as the“generic approach.” The approach includes broad product differentiation, cost leadership,and focus strategies that enable Unilever to maintain a competitive advantagein the globalconsumer goods industry and satisfy consumers’ specific needs and preferences (Young,2017). The report critically examines and analyses the decision-making and strategicapproach of Unilever Corporation in the development of products and outlines possible risksand rewards of the strategic approach in leading to sustained value creation. The reportfurther recommends changes to make the current strategic approach more productive andsustainable for the Unilever Corporation.2Unilever’s Broad Product Differentiation StrategyUnilever Corporation faces various differentiation opportunities, including customisation,reliability, durability, conformance quality, and performance quality (Advantage, 2018). Theultimate target of Unilever is ensuring the company stands out against competitors acrossthe world as a provider of unique value to customers through its brands (Advantage, 2018).

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