P/M/383. Marketing Plan for Unilever

The paper reports on the joint British/Dutch consumer goods manufacturer Unilever operating on the global scale. The aim of the study is to develop a marketing strategic plan for the company that has recently suffered a decline in sales. On the basis of a literature review the author addresses the issues of the company's corporate vision, corporate mission, corporate objectives and corporate, competitors and global strategies. The study of the company's performance includes analyses of external environment (including PESTLE and 5-forces framework), financial audit, 4 P's (Product, Price, Promotion, Place) and SWOT. McKinsey 7S Framework is used in developing a plan for marketing some of the products in the USA. Conclusions are made about critical success factors and strategies that may bring about an overall increase in sales.