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(2007, 1800 words)
The paper explores the application of stakeholder theory and corporate governance to the corporate activities of Unilever. The disclosures made by Unilever in relation to its approach to environmental responsibility are analysed; the effectiveness of regulation in the development of voluntary ethical codes and a virtue ethic approach to business is discussed.
(2007, 4000 words)
The paper examines consumer behaviour towards the UK male deodorant 'Lynx' offering an overview of the deodorant market, the strategies of advertising, etc. Primary and secondary research methods are used to identify the market position of Lynx and the reasons why consumers purchase Lynx products.
(2007, 2500 words)
The assignment focuses on the analysis of the advertisements of two brands within the same product category that project different images to the target audience. The selected brands are Lux and Dove within the personal care product category and two advertisements of these brands are compared along with the brands. Moreover, there is a discussion on the role that motivation theories, and aspects of learning and attitude play in order to project certain images. The positioning strategy along with the market segmentation of the two brands is discussed vis-à-vis the two adverts, and finally the success of the communications strategy, message strategy and media strategy is evaluated.
(2006, 800 words)
This paper presents overview of Unilever and SWOT Analysis which is analysing strengths, weaknesses, opportunities and threats of Unilever.
(2006, 950 words)
This paper presents overview of Unilever and PESTEL Analysis which is analysing Political, Economic, Social, Technological, Environmental, and Legal factors affecting Unilever.
(2005, 15300 words)
This research focuses on the attitude and perception of Dove targeted customers toward brand extension to hair care segment market. The research collects data by using primary research – focus group interview. The paper analyses the opinion of consumers about brand extension. Discover the suitable promotional tools to reach the consumers when companies operating brand extension strategy. Study the effects of brands extension to the existing brands. Find the factors that influence consumers to build positive and negative perception toward brand extension. The study investigates the perception and attitude of consumers toward brand extension strategy. It examines the marketing mix of Dove Shampoo/Conditioner Brand. It studies the marketing plan and the product development of Dove brand (moving from skin care to hair care). It also explores the market poisoning of Dove Shampoo/Conditioner Brand.
(2006, 2500 words)
This work examines the Unilever Group using three main analytical tools. The SWOT analysis examines the internal strengths and weaknesses of Unilever and the external opportunities and threats. The PESTEL analysis relates Unilever with the political, economic, social, technological, environmental and legal issues surrounding it. Porter’s Five Forces examine Unilever in relation to competitive rivalry, barriers to entry into the different markets that it operates, how serious is the threat of substitutes that its competitors can produce and how significant is the power of the company’s suppliers and buyers. Some key points to consider here are: 1. the fact that Unilever is a multinational corporation with 400 brands spanning across 14 categories in 3 main markets: home, personal care and foods; 2. the reasons for tightening its existing product portfolio while strengthening its investment on other products (e.g. the expansion of the male cosmetics market); 3. the need for the company to move towards the East, facilitated by the expansion of the European Union in 2004 and the rise of developing and emerging African and Asian countries as potential markets.
(2006, 2000 words)
This paper uses a case study approach to critically evaluate a company’s website by drawing upon response hierarchy models, and analyzing how a particular company is exploiting the Web to influence consumer responses. The website of Dove has been evaluated to see if the website is successful at influencing the browser at the cognitive, affective and behavioural stages of response. Marketing communications tools, like advertising etc., have been identified in terms of their effectiveness at each stage of response. Areas discussed include integrated marketing communications, response hierarchy models, website purpose, communications objectives, brand pyramid and marketing communications tools.
(2004, 17000 words)
The dissertation aims to investigate the strategies of Transnational Corporations (TNC) operating in China. The review of literature touches upon the economic and cultural features of contemporary Chinese market, the history of TNCs in China and the incentives for their expansion, the aspects of the localization process including ethical issues, the challenges of TNCs localization in China, etc. The study of Unilever, the Anglo-Dutch producer of consumer products and food, is conducted using SWOT analysis and outlining various aspects of its localization in China. The research is based on the combination of quantitative and qualitative methods with secondary data applied to the primary data interpretation (interviews) in the case study of Unilever China. Conclusions are made about the success factors and pitfalls of localization.
(2005, 2100 words)
This essay focuses on the literature of the extent of standardization of marketing communication for global companies. It looks into the three major perspectives: standardization, adaptation and compromise in order to see different dimensions of this topic. Finally, using Unilevers Websites for each country as a case study it establishes how different factors influence on the design and content of the internet marketing communication.
(2004, 3000 words)
Firstly the paper presents brief backgrounds for each of the companies, then analyses different financial ratios of both companies, looks at the dividend policies, cash conversion cycle, presents up-to-date analysis and outlines brief conclusion and recommendations on where to invest.
(2005, 3000 words)
The aim of this report is to identify the distinctive characteristics of Egypt's national culture, which prevails in business environment. Cultural problems facing Unilever's management in its expansion to Egypt are analyzed via the lens of Hofstede's framework. Hofstede's findings are utilized and related to Egyptian realities. Practical recommendations are drawn for Unilever to resolve its cultural conundrum in Egypt.
(2005, 14000 words)
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.
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