Describe the BUSINESS and make a SITUATION ANALYSIS What is your business' activity? In what sector does your company compete? What are its generic objectives? What is the mission statement? Choose the geography you focus your analysis on

Unilever

• Firm operates three divisions and deals in goods like cleaning agents, beverage etc. It operates business in consumer goods industry. The objective of firm is to improve health and well being of consumers. The mission is to add vitality to life of people.
• The geography to focus the below analysis is UK. The total turnover of company worldwide in year 2019 was 51980 million euros. market share of Unilever decrease from 42.3% in the year 2017 to 38.9% last calendar year.
• PEST analysis-

Political-

Unilever is required to follow the regulations of Food and Drug Administration. Also in foreign countries company have to comply laws.

Economical-

The more booming the economy the more will be its profits and revenues. Employment is also a major economic factor in determining the company’s prospects in UK.

Social-

Firm have to launch goods and market them in a method which appeals to the social demographics. Unilever is aware of this which is assisted by the fact that most of its advertisements come in different languages.

Technological-

Unilever is required to keep a pace with the technology in order to sustain in the market or stay ahead of competitors.

Sufficient number of resources should be put into the R&D department so that new items can be launched that can further help Unilever to capture the market.

BCG matrix- This tool helps firm in conducting long term planning to grab the opportunities for growth by reviewing the portfolio of products to decide where to invest.

Stars-

The products with high market share and high growth rate come under this category. It involves Lux, Sunsilk etc

Cash cow-

It involves products having high market share and low growth rate. Such as ponds, surf excel etc.

Dog-

The products with low market share and low growth rate are dogs. Such as Lifebuoy shampoo, Supreme tea etc.

Question mark-

It includes products with low market share and high growth rate. It involves Unilever products like Clear shampoo, Rin etc

SWOT analysis-

Strength-

• Broad product mix
• Economies of scale
• Strong international market presence

Weakness-

• Limited diversification
• Dependence on retailers

Opportunity-

• Product innovation for health
• Market development

Threats-

• Tough competition
• Product imitation