... 13 Segmentation 15 Critical Success Factors 16 Key Problem Identification 17 Marketing Objectives 21 Other Strategies 22 Marketing Budget 24 Monitoring and Control-Balance Score Card 26 Bibliography 28 EXECUTIVE SUMMARY We are the XYZ Group and our aim is to develop a Global Strategic Marketing Plan for three years for Unilever Company.Unilever is the British/Dutch jointly owned multinational consumer goods manufacturer. The Mission statement is deduced from the case study and stated to give a clear picture and guide to the global marketing plan for Unilever. The paper will assess the changes taking place in the company’s environment and how these changes will affect Company. To do this we will examine the Macro-environment, Microenvironment. SWOT analysis and financial analysis will be carried out on the company’s external and internal environment. Corporate Objectives will also be stated to indicate the future of Unilever Company. Marketing Audit, Internal analysis, Critical success factors, Segmentation, Targeting...
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...companies have the same directors and effectively operate as a single business. The current non-executive Chairman of Unilever N.V. and PLC is Michael Treschow while Patrick Cescau is Group Chief Executive, who will retire at the end of 2008. Mr Paul Polman will succeed Patrick Cescau as Group Chief Executive. The company is widely listed on the world’s stock exchanges. 1.2 Origin of report Since practical orientation is an integral part of the BBA program, I tried to expose real life performance of Uniliver by preparing this report. To prepare this report I have come across with different information of the Uniliver. From the collected information I understand the company’s activities in the market as Uniliverll as in their internal preparation for marketing and others activities. I expect that this report will fulfill the requirement of BBA program and provide a clear idea about the Uniliver activities and other multi-national company’s effort in the Bangladesh. Thus, Uniliver can get deep understand of actual situation of MN’s company’s activities by analyzing their exposed strategy . 1.3 Objective This Study is intended to analyze marketing strategies used by Unilever Bangladesh Ltd and globe. The main purpose of the study is to find what strategies the company uses to market its products and brands...
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...Running Head: ENVIRONMENTAL SCAN ENVIRONMENTAL SCAN Yolanda Galvan Melany Felton July 9, 2013 Strategic Management 498 Introduction Environmental scanning is an important part of all the organizations in order to compete in the market effectively, especially with a multinational approach to get a competitive advantage over others in the global environment. Competitive analysis is an important component in environmental scanning. In this paper, the internal and external environments of three popular companies will be studied and contrast the ways in which companies analyze their internal as well as external environment and the strategies formed accordingly to get a competitive edge over others. Three popular companies selected in this paper are Coca Cola, Proctor, and Gamble (P&G), and Apple Inc. All three organizations are related to different industries and carry out different businesses. The competitive strategies and their measurement guidelines will evaluate their internal and external environmental perspective. Determine what competitive advantages each company has and what strategies each company is using. Coca Cola Company is known in the beverage industry, P&D is known in the consumer product industry and Apple Inc. is known for their technology. All three organizations are one of the top market giants in their respective industries and have...
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...Ice Cream, as of October, 2004 Case Uses & Objectives This case can be used to augment discussions of strategic analysis, specifically both internal and external environmental analysis (Chapters 2 & 3 in Dess, Lumpkin & Eisner); and strategic formulation, specifically business level strategy (Chapter 5), with an additional focus on strategic implementation, specifically entrepreneurial development (Chapters 12 & 13). The case is written in a style that overviews the situation but intentionally avoids guiding students through any analytical framework or specific application question. In so doing, it provides the instructor with the latitude to adjust class discussion and thereby accommodate the abilities of a wide-range of students. Specifically, the instructor can invite students to reason through a situation where uncertainty exists and speculation may be required. In terms of environmental analysis, this case connects a discussion of external environmental forces and Porter’s five-force model, and how such forces affect the opportunities for growth in an industry (referencing concepts covered in Chapter 2). In terms of internal analysis of the firm, (referencing Chapter 3), the value-chain and resource-based VRIN analysis provides a case for how distribution challenges across the value-chain activities could affect value. The stakeholder perspective can also be analyzed using the balanced scorecard. As a business-level strategy case, (referencing concepts...
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...Dippin’ Dots Ice Cream, as of October, 2004 Case Uses & Objectives This case can be used to augment discussions of strategic analysis, specifically both internal and external environmental analysis (Chapters 2 & 3 in Dess, Lumpkin & Eisner); and strategic formulation, specifically business level strategy (Chapter 5), with an additional focus on strategic implementation, specifically entrepreneurial development (Chapters 12 & 13). The case is written in a style that overviews the situation but intentionally avoids guiding students through any analytical framework or specific application question. In so doing, it provides the instructor with the latitude to adjust class discussion and thereby accommodate the abilities of a wide-range of students. Specifically, the instructor can invite students to reason through a situation where uncertainty exists and speculation may be required. In terms of environmental analysis, this case connects a discussion of external environmental forces and Porter’s five-force model, and how such forces affect the opportunities for growth in an industry (referencing concepts covered in Chapter 2). In terms of internal analysis of the firm, (referencing Chapter 3), the value-chain and resource-based VRIN analysis provides a case for how distribution challenges across the value-chain activities could affect value. The stakeholder perspective can also be analyzed using the balanced scorecard. As a business-level strategy case, (referencing concepts covered...
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...Table of content Abstract ……………………………………………………………………… 2 Introduction ………………………………………………………………….. 3 Chapter I ……………………………………………………………………... 4 I. What are multinational companies? II. Main Multination companies in Sri Lanka III. What is meant by International Marketing? Chapter II ……………………………………………………………………………….. 6 I. Business environments faced by multinational companies. II. Planning process of the multinational companies. Chapter III ………………………………………………………………………………. 8 I. Uncontrollable variables faced by multinational companies in Sri Lanka and the strategies implemented to gain the market share. II. Concluding remarks References ……………………………………………………………………………….. 17 Abstract This research is to find out what are multinational companies and also the main multination companies which are operating in Sri Lanka. Further, the research analyzes the business environments, mainly the uncontrollable environments of foreign countries and the planning process of multinational companies. The main objective of this research is to analyze the factors which are affecting to market mix strategies of multinational companies operating in Sri Lanka. The research is mainly done from secondary data available in the internet and also from the paper articles. Research findings will gives an idea about what are multinational companies, methods they adopt to market their products in Sri Lanka and what the factors that affect to marketing mix strategies of...
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...1. Introduction A paradigm shift currently indicates the global challenges that industries are facing and more companies are pressured to embrace sustainability as business conditions change. However, only recently corporations started integrating sustainability as the part of their business strategy as they came to recognize that it is an essential part in growing and establishing themselves as the leader in the competing environment. A well-executed sustainability strategy can enhance the company’s value and reinforce competitive advantage in the market while protecting the capital base. The balance of power has shifted between corporations and it is important to balance economic prosperity along with environmental and social dimensions. Sustainable business strategy represents a marked shift in traditional business practices and companies who do not adapt to the changes in these practices in order to achieve sustainable profitability will be more likely to face the brand value decline or even extinction in the future. For instance, the change represents the need to understand how all three dimensions affect each other and companies ought to consciously create new consumer preferences. However, a lot of companies still are missing guidelines to implementing a marketing strategy of sustainability as an essential part, which is at the core of ensuring organizational, social, economic and environment growth while managing overconsumption issues (White, 2011). Current researches...
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...Vodafone showcases CSR strategy at conference | | Maher addressing the CSR conference in Doha | Vodafone Qatar CEO Grahame Maher showcased the company’s corporate social responsibility (CSR) strategy at the second Conference on Corporate Social Responsibility which took place at The Four Seasons Hotel on Tuesday. Organised by the Qatar Ministry of Business and Trade under the patronage of the Minister of Business and Trade HE Sheikh Jassim bin Abdulaziz bin Jassim al-Thani, the conference aimed to lay the foundations to apply the principles of social responsibility in Qatari companies, as well as developing recommendations to implement these standards locally. “The world is a big place and each of us has an important role to play in shaping what kind of world we live in. Vodafone Qatar’s market position as an innovator and leader brings with it a responsibility to conduct our business in an exemplary manner,” Maher stated. He declared that Vodafone Qatar is committed to using its position as a business leader to help build stronger communities, while accepting the challenge as individuals for each and every one to lead by example. “At Vodafone Qatar we believe that being a responsible company lies at the very heart of our purpose to make a world of difference for all people in Qatar,” Vodafone Qatar’s corporate responsibility head Luisa Gentile said. Corporate responsibility goes beyond just making money. It is about helping those less fortunate, using resources...
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...2.1 REVIEW OF LITERATURE & ANALYSIS OF PREVIOUS RESEARCH The concept of social responsibility is not new. Although the idea was considered in the early part of the twentieth century, the modern discussion of social responsibility got a major impetus with the book "Social Responsibilities of the Businessman" by Howard R. Bowen. Bowen suggested that business should consider the social implications of their decisions. Fortune magazine annually assess America's most Admired Corporations and does so by evaluating over 300 organisations against 8 criteria, one of the eight used is "Community and Environmental Responsibility". Firms such as Merck, Rubber maid, Procter and Gamble, Wal-mart, Pepsico, Coca-cola and 3 M have received consistently high overall ratings. The presence of strong social values such as social responsibility has a powerful impact on organisations and their actions. It leads them to use a socio-economic model of decision making in which both social costs and benefits are considered along with the traditional economic and technical values. “Corporate social responsibility in the form of corporate philanthropy, or donating to charities, has been practiced since early 1800 at least in the US (Sethi, 1977). It was legitimate in so far that it directly benefited the shareholders, and corporate donations were mostly on the agenda of those companies that could afford it. Today’s concept of corporate social responsibility was developed primarily during...
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...International Business- Dr. R. Chandran 1. International Business: Meaning And Scope Interdependency is a natural phenomenon; nations, living beings and companies cannot totally depend on themselves. It is the major driving force for international business. Learning value: This chapter covers the essential aspects, 1. 2. 3. 4. 5. Definition of international business Emergence of developing nations in international business Motives of international business from companies and nations Fundamental differences between Domestic and International business Few successful organizations in Domestic & International business International business: Meaning and Scope In the post independence era, more than half-century Indian entrepreneurs concentrated on domestic operations and a surplus production was exported. The physical movement of goods, called EXPORT cannot represent International business. International business is defined as “any commercial transaction-taking place across the boundary lines of a sovereign entity”. It may take place either between countries or companies or both. Private companies involve themselves in such transactions for revenue, profit and prosperity. If governments are involved, they need to maintain their image, dependency and economic growth. Sometimes economic ties are strengthened through such transactions. These transactions include investments, physical movements of goods and services, transfer of technology and manufacturing. Today every company...
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...SECTION - I 1 INTRODUCTION TO MARKETING PART I Unit Structure 1.0 Objectives 1.1 Introduction 1.2 Meaning & Definitions of marketing 1.3 Importance of marketing 1.4 Scope of marketing 1.5 Concepts of marketing 1.6 Role of marketing manager in changing environment 1.7 Summary 1.8 Exercise 1.0 OBJECTIVES After studying this chapter students will be able to: Understand the meaning and definition of marketing. Explain the nature of marketing Discuss the importance of marketing Know the scope of marketing Explain the concepts of marketing 1.1 INTRODUCTION The emergence of ‗marketing‘ as a business discipline is of relatively recent origin. Though it has been practiced from the time of barter through money economy to today‘s modern complex marketing system, exchanges have been taking place. The ideas associated with marketing have undergone a great deal of change over centuries. Even after marketing became a full–fledged business discipline. Marketing, more than any other business function, deals with customer. It revolves around the customer. Building relationship based on customer value and satisfaction is at the very heart of modern marketing. The pricing strategies adopted the promotional tools selected; the design, shape and size of the product and the place of sales etc. are all decided after finding out the lifestyle, culture, buying habits and media consumption habits etc of all customers Marketing links producers and consumers together for mutual...
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...Serving our consumers, today and tomorrow Hindustan Unilever is India's largest Fast Moving Consumer Goods Company. We meet everyday needs of millions of Indians, right from the morning cup of tea to brushing at bedtime. Our brands touch the lives of more than 700 million Indians. It is this relationship with our consumers that we would like to build upon and strengthen. We will continue to straddle the consumer price pyramid to meet the needs and aspirations of diverse consumers across India. Our stated strategy is to grow our business competitively, profitably and sustainably. The key pillars to achieving this are: Winning Winning Winning Winning with brands and innovation in the market place through continuous improvement with people During the year, we have made significant progress on each of these thrust areas. We are well placed to leverage the tremendous opportunity in a fast growing market like India by serving and delighting our consumers. Annual Report 2009-10 01 Chairman’s Letter Dear Shareholders, My warm greetings to all of you. The year 2009-10 has been yet another challenging year for the global markets. The resilience shown by the Indian economy in this challenging context is particularly heartening. This bodes well for the long-term growth prospects of India which continues to be amongst the high growth economies in the world today. However, there are still some pressure points which need to be addressed to sustain this high growth. One of the...
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