Unilever can analyses and optimize the outbound

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Unilever can analyses and optimize the outbound logistics to explore competitive advantage sources and achieve its business growth objectives. Because, when outbound activities are timely managed with optimal costs and product delivery processes put a minimum negative effect on the quality, it maximizes the customer satisfaction and increases growth opportunities for the firm. Unilever should pay specific importance to its outbound value chain activities when its offered products are perishable and require quick delivery to the end customer. Marketing and Sales At this stage, Unilever will highlight the benefits and differentiation points of offered products to persuade the customers that its offering is better than competitors. Only producing a high-quality product at affordable costs and distinctive features cannot create value until Unilever invests on the marketing and sales activities. The sales agents and marketers play an important role here. Some examples of Unilever's marketing and sales activities are- sales force, advertising, promotional activities, pricing, channel selection, quoting and building relations with channel
members. The company can use the marketing funnel approach to structure its marketing and sales activities. The marketing strategies can either be push or pull in nature, depending on the Unilever’s business objectives, brand image, competitive dynamics and current standing in the market. Effective and wisely integrated marketing activities can develop the brand equity of Unilever and help it stand out from the competition. However, Unilever must avoid making false commitments about product features that cannot be fulfilled by the production department. It indicates the need to ensure coordination between different value chain activities Services The pre-sale and post-sale services offered by the Unilever will play an important role in developing customer loyalty. The modern customers consider post-sale services as important as marketing and promotional activities. The power of negative e-WOM due to poor support service cannot be undermined in the current technologically advanced era. The company must analyses its support activities to avoid damaging brand reputation, and instead use it as a tool to spread positive word of mouth due to quick, timely and efficient support services. Secondary Activities The support activities play an important role in coordinating and facilitating the primary value chain activities. Unilever can also benefit from analysis of its support activities as explained below. Firm infrastructure The firm infrastructure denotes a range of activities, such as- quality management, legal matters handling, accounting, financing, planning and strategic management. Effective infrastructure management can allow Unilever to optimize the value of the whole value chain. Unilever can control the infrastructure activities (or commonly called overhead costs) to strengthen the competitive positioning in the market Human resource management

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