Strategy Clock, Ansoff Matrix And Porter 's International Strategies

1729 WordsAug 7, 20177 Pages
1. Introduction Unilever operates in the fast-moving consumer goods (FMCG) industry, one of the largest and most competitive industrial sectors in the world, operating in more than 100 countries, selling products in more than 190 countries and employing around 169,000 people (Unilever, 2016). Unilever’s precise position and successful strategy made it successful as well as a regular in business books and cases. This essay investigates Unilever’s strategies mainly in corporate-level, then evaluating its suitability according to remote operating environments, capabilities and stakeholder’s expectation. This report firstly looks into Unilever’s strategies using strategy clock, Ansoff matrix and Porter’s international strategies matrix. The…show more content…
Unilever has two main parenting companies, they are Unilever NV in Rotterdam and Netherland and Unilever PLC in London, UK. However, Unilever still has two major competitors named Nestlé and Procter & Gamble. Unilever has several worldwide products in foods such as Lipton, Knorr, Blue Band, Ben and Jerry, Walls, and Brooke bond. In home care, they have Surf, Sun, Radiant, Domestos and Skip. In personal care, they have Ponds, Vaseline, Rexona, Lux, Dove, Lifebuoy, Pepsodent, Sunsilk and Axe/Lynx. 3. Corporate level strategy It is raised that corporate-level strategy is concerned with the overall scope of an organization and how value is added to the constituent businesses of the organization, comprising geographical scope, diversity of products or services, acquisitions of new businesses, and how resources are allocated between the different elements of the organization (Johnson, 2017). For Unilever, its 2016 annual report indicated that the purpose is to make sustainable living commonplace, which aims at accelerating growth in business, while reducing environmental footprint and increasing positive social impact. In order to describe strategies adopted by Unilever, the essay looks into its corporate level and Ansoff matrix will be used. Ansoff’s product/market growth matrix is a classic corporate strategy framework for generating four basic directions for organizational growth (Johnson et al, 2017). The Ansoff matrix

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