Unilever Swot Analysis Essays

Essay on Balfour Beatty Pestle and Swot Analysis

5018 WordsMar 27th, 201321 Pages

Unilever Financial Analysis

Thuy Tran Tania Vaswani Pardis Anvari Taran Kandhari

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Table of Contents

1-Executive summary ......................................................................................................................... 3 2-Introduction ..................................................................................................................................... 4 2.1-About FMCG Industry................................................................................................................ 4 2.2-Unilever Overview ..................................................................................................................... 5 2.3-Unilever Key…show more content…

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1-Executive summary
This report aims to analyse the financial position of Unilever PLC within its daily operating activities and it also compares the company’s performance with its key competitor, the Proctor and Gamble Company (P&G). The report also includes background of both the companies and an industry overview. To better understand the performance of both the companies, the segmental analyses have been done for both region and products. Due to the global crisis, Unilever and P&G both are facing price rise and inflation pressures, also instability in the Eurozone. All these factors are strongly impacting their operation activity and long-term growth decision plan. Finally After a careful examination of the financial ratios of both the companies, we recommend Unilever as a good company to invest as compared to P&G .The reasons for the following can be seen in the report below.

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2-Introduction 2.1-About FMCG Industry Fast Moving Consumer Goods (FMCG) industry is one of the fastest growing industries in the world, which consists of food as well as non-food consumable products. The volume purchased by end users is usually on a small scales and everyday use basis. This industry had suffered immensely during the global financial crises however, most of the companies conquered profitability and sales growth by 2010. These products are mostly available at supermarkets, chain stores, hypermarkets, grocery stores, etc. The

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Comparison Of Unilever And P&G Marketing Strategies Essay

1607 Words7 Pages

Unilever has experienced quite a rollercoaster of marketing success and failure over the last 5 years. Originally its new 5-year strategic plan entitled 'Path to Growth' had special promise and forecast for success. The primary objective of this plan was to cull Unilever's 'tail' brands and place extra emphasis on those which were market leaders. Niail Fitzgerald believes that too many brands often confuse the customer and thus lead to poor purchasing decisions. The paradox of choice between Unilevers' products had to be addressed. This meant a dramatic reduction of over 1200 smaller brand names, the closure of 138 production facilities and the loss of 51,800 jobs. The key financial targets of this plan were to improve sales growth of the…show more content…

Maintenance advertising is crucial to performance of both small and large brands, yet Unilever decided to go against this proven theory. This was a clear mistake as their smaller brands still had a large consumer base and ignoring them completely in terms of promotion and effective management led to problems further down the line despite the initial rewarding cost savings.

Their financially strong platform and extensive marketing budget also meant that they could promote their products with great backing. Past experience has indicated that their advertisements are extremely weak and dull though, with a focus purely on risk management which does nothing for the consumer. It was also too process orientated, bringing in few new sales at a heavy cost.

Unilever also wanted to create a greater focus and association with their consumers through their brands and their own name. Predominantly, Unilever has focused on the food products market whereby it has promoted its products as ones which bring health and vitality to the buyers. Fitzgerald wanted to align their brand name with consumer expectations and develop an identifiable image for the company. The company invested £7m in a logo facelift which sought to bring the important facets and virtues of the business to the consumer. However, this cosmetic change has brought little credibility to Unilevers performance. It hasn't made a lasting impression on their

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