Unilever, headquartered in London, United Kingdom, and Rotterdam, Netherlands is a Dutch-British transnational consumer products business organization. Unilever is currently the third biggest consumer products company around the world, behind the leaders Procter and Gamble at position one and Nestle at position two. It is the global producer of food spreads like margarine. The company’s products include cleaning agents, food products, beverages, and personal care products.
Inhaltsverzeichnis (Table of Contents)
- Unilever Business Portfolio Strategic Analysis
- BCG Matrix Analysis
- Star
- Cash Cows
- Problem Child (or Question Marks)
- Sleeping Dog
- Macro Environment
- PEST Analysis
- Political
- Economical
- Social and Ecological
- Technological
- Micro Environment
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This document aims to analyze Unilever's business portfolio management strategy through the lens of the Boston Consulting Group (BCG) Matrix. The analysis investigates the company's portfolio of brands, classifying them based on market share and growth rates.
- The strategic implications of Unilever's brand portfolio, particularly its focus on specific key brands
- The application of the BCG Matrix to analyze Unilever's business portfolio and identify opportunities and challenges
- The influence of macro-environmental factors, particularly PEST (Political, Economic, Social, Technological) elements, on Unilever's operations and strategy
- The role of micro-environmental factors, such as competition, consumers, suppliers, and the threat of substitutes, in shaping Unilever's business strategy
- Recommendations for enhancing Unilever's brand competitiveness, leveraging its internal strengths, and improving its global reputation
Zusammenfassung der Kapitel (Chapter Summaries)
- Unilever Business Portfolio Strategic Analysis: This section introduces Unilever, a global consumer products giant, and its diverse brand portfolio. It highlights the company's success with its top 14 brands and raises the question of why Unilever maintains such a large portfolio.
- BCG Matrix Analysis: This section utilizes the BCG Matrix to analyze Unilever's brand portfolio, classifying brands into four categories: Stars, Cash Cows, Problem Children, and Sleeping Dogs. Each category is described in detail, with examples of Unilever brands in each.
- Macro Environment: This section examines the broader economic and political factors that impact Unilever's operations. It focuses on the PEST analysis framework, exploring the influence of political, economic, social, and technological forces on the company's performance.
- Micro Environment: This section analyzes the company's competitive landscape, including the bargaining power of suppliers and consumers, the threat of substitutes, and the potential for new entrants. It also examines Unilever's internal strengths and weaknesses, highlighting opportunities for improvement.
Schlüsselwörter (Keywords)
This analysis focuses on the strategic management of Unilever's business portfolio, particularly its brand portfolio. It utilizes the BCG Matrix, PEST analysis, and Porter's Five Forces model to examine the company's strengths and weaknesses. Key themes include brand portfolio management, strategic analysis, market share, market growth, macro-environmental factors, micro-environmental factors, competitive advantage, and global competitiveness.
- Quote paper
- Bachelor of Science Harry Mwololo (Author), 2018, Strategic Analysis Of Unilever, Munich, GRIN Verlag, https://www.grin.com/document/429846
