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I will try my best to cover all the aspect of the marketing analysis in order to ensure the reader that what are the key factors of the marketing analysis and with the help of an example I will explain these key factors. This analysis includes all the factors that will affect on the overall image of the company in the market and also helps in catering the potential markets. and thirdly this assignment will describe the relationship between the marketing analysis and environmental analysis with conclusion and suggestions at the end. First of all. I will describe a little about the history and profile about Unilever Corporation and Unilever Pakistan. purchase. For this assignment I had selected Unilever Pakistan Private Limited.To perform a marketing analysis is one of the crucial tasks for the marketing department of the company. Company has its specialized marketing department as well as sales force that take the orders and provide the delivery of desirable brands of consumer products all over the country. Describing the developments in the marketing environment that could affect the company’s product in positive and negative way. there would be a discussion on the marketing environment of Pakistan in which Unilever Pakistan is operating. The main objectives of making that assignment are given below: 1. -2- . Most of the multinational companies around the globe devise their strategies to gain and sustain the competitive advantage in the present market. This company is one of the major multinational companies having the excellent sales turnover in its various brands and has kept an eye on the changing marketing environment of the country. Secondly. promotion. 2. Marketers and Marketing managers devise strategies for increasing the sales and marketing efforts to promote their products. Role of an marketing environment analysis as the basis of marketing analysis 4. Influence of the marketing environment on the product sales. As the product of any company is the main element upon which the entire existence of the company depends. and post purchase decisions are gaining more importance in today’s world. In this assignment. So marketing analysis of the product sales. 3. Conclusion of the whole discussion with the recommendations.
both were involved in large-scale marketing of household products and both used similar distribution channels. and Islamabad Stock Exchanges. Dalda.a global company. Lifebuoy. Blue-Band. ice cream and canned foods businesses. The Company is incorporated in Pakistan and listed on the Karachi. Companies were competing for the same raw materials. Lipton’s Yellow Label. Unilever was founded in 1885 by William Hesketh Lever. linked by a series of agreements and shareholders that participate in the prosperity of the whole business. Lux. he began to diversify into foods. Unilever has a long list of brands such as Surf. Rexona. Taaza and Richbru.History of UNILEVER Unilever Pakistan Ltd (one of the largest multinational companies) is the member of Unilever PLC London. Unilever was formed in 1930 when the Dutch Margarine Company Margarine Unie merged with British soap maker Lever Brothers. Brook Bond’s Supreme and Kenya Mixture etc. Lahore. Its earlier headquarter was situated at Rahim Yar Khan. The town of Rahim Yar Khan was the site chosen for setting up a vegetable oil factory. Rin. Unilever Pakistan Limited is largest fast moving consumer Products Company in Pakistan. Unilever established soap factories around the world. Planta. Margarine Unie grew through mergers with other margarine companies in the 1920s. Unilever PLC (A company incorporated in the United Kingdom). formerly Lever Brothers Pakistan Limited was established in Pakistan in 1948. In 1917. acquiring fish. INFLUENCE OF THE MARKETING ENVIRONMENT ON THE PRODUCT SALES -3- . Unilever Pakistan Limited is producing more than 50 brands in Pakistan. Unilever Pakistan limited is a wholly owned subsidiary of Unilever Overseas Holding. But it was shifted to Karachi from Rahim Yar Khan Site in the mid 60’s. Unilever Pakistan Limited (UPL): The Unilever Pakistan Limited (UPL). the two companies have operated as one. Since 1930. Vim. Unilever Pakistan Limited is a part of Unilever. Sunsilk. Unilever is now operating six factories at different locations around the country. UK. Sunlight. Close-Up.
and demographic factors. Rafhan. and demographic factors also have a great impact on the marketing environment. (Wikipedia) As far as Unilever Pakistan is concerned. Reckitt Benckiser and Nestle Pakistan. the culture of the company had a great impact upon the environment in which it is operating. Unilever claims that it is a consumer good company and it modifies its products according to the needs and demands of its customers. Other factors like economic. there is a need of clarification about the marketing environment. Before proceeding to the influence of the marketing environment on the product sales. Awareness of the new products of other companies via strong electronic and print media will push Unilever to diversify its products day by day. global. Energile. global. Lipton. socio-cultural. The company’s trade mark is the symbol of the quality of the product. 3. political. Lifebouy. The market environment is a marketing term and refers to factors and forces that affect a firm’s ability to build and maintain successful relationships with customers. Closeup. technological. Lux. 2. All these factors have an equal impact on Unilever and its operations as does the specific environment of Unilever. Personal Care brands: These brands include Axe. Home care brands: These brands includes Comfort. Vaseline etc All the sales of the above brands and related brands of Unilever are greatly influenced by the marketing environment that includes economic. Major products of Unilever that are selling in Pakistan are categorized under three major categories: 1. Like all over the world. Colgate. Customers in Pakistan are relying on the products of the Unilever.The first major issue that is addressed in this assignment is the influence of the marketing environment on the product sales. people in Pakistan also demand better and healthier products with the passage of time. Dove. socio-cultural. Food items: It includes Knorr. -4- . political. Other factors in the marketing environment like suppliers. Sunsilk etc. The major competitors of Unilever in Pakistan are P&G. competitors and changing people preferences will have a great impact on changing the strategy according to the current market scenarios. technological. Rexona. Walls. Political factor had a large impact on Unilever’s operations in Pakistan due to instability in the country. Blueband etc. Surf excel. Rin. Ponds. Supreme.
Inflation is the major problem of the country. food products from agriculture or sea etc. Marketing department of Unilever Pakistan is keenly interested in the size and growth rate of population in different cities. c) Physical Factors: Components of physical forces are earth’s natural renewal and non-renewal resources. These factors do not affect the marketing ability of the concern directly but indirectly the influence marketing decisions of the company. if these following factors are handled by the company accurately then they will create the positive impact on the sales and promotion otherwise negative: a) Demographic Factors: People forms markets. households patterns.DEVELOPMENTS IN THE MARKETING ENVIRONMENT THAT AFFECT THE COMPANY’S PRODUCT Marketing environment is changing day by day everywhere in the world. educational levels. These are the macro environmental factors that affect the company’s marketing decisions positively and negatively. Non. age distribution and ethnic mix. and nations. regions. Marketing environment factors act external to the company and are quite uncontrollable.renewal -5- . b) Economic Factors: Marketing department of Unilever Pakistan also considers the economic considerations of the people. Natural renewal forces are forest. and regional characteristics and movements. These demographic characteristics of the people of Pakistan are changing day by day so Unilever is diversifying its product range according to the changing demographics. Costly brands are now available in those quantities which are affordable by all social classes. So Unilever Pakistan made its products at affordable prices that can be consumed by all the social classes of the society.
-6- . the government agencies. The social forces attempt to make the marketing socially responsible. These variables create tremendous pressures on marketing department of Unilever. If we see the product and brands sequence since the inception of Unilever in Pakistan. f) Social and Cultural Forces: In Pakistan. various brands and products are launched and many products are diversified with new formulas and tastes. Laws affect production capacity. political party in power and in opposition their ideologies. sound marketing decision cannot be taken without taking into account. e) Political and Legal Forces: Developments in political and legal field greatly affect the marketing decisions. product design. d) Technological Factors: The technological environment consist of factors related to knowledge applied. Due to these Physical factors production and sales of the products are seriously affected. pressure groups. It means that the Unilever Pakistan should take a lead in eliminating socially harmful products and produce only what is beneficial to the society. Both of these components quite often change the level and type of resources available to Unilever Pakistan for its production. capability. minerals. pricing and promotion. social and cultural factors are deeply affected to the company’s sales. coal. and laws of the land. and the materials and machines used in the production of goods and services that have an impact on the business of an organization. etc. Unilever Pakistan made those products and promotes them in the social and cultural context that is acceptable in Pakistani market. Government in almost all the country intervenes in marketing process irrespective of their political ideologies.natural resources are finite such as oil.
For conducting the marketing environment analysis. (Various Environmental factors Affecting Marketing Function) ROLE OF A MARKETING ENVIRONMENT ANALYSIS AS THE BASIS OF MARKETING ANALYSIS Marketing environment Analysis and marketing analysis are two inter-related terminologies. The details are given below: 1. etc. a) Strengths: The strengths of Unilever Pakistan are given below: -7- .These are numbers of pressure groups in the society who impose restrictions on the marketing process. many analysis are performed like SWOT Analysis. PESTLE analysis. as this assignment is based upon the Unilever whole group so that two major analysis pertains to marketing environment are described here as follows: 1. SWOT Analysis: This analysis classifies the internal aspects of Unilever Pakistan as strengths and weaknesses and external aspects as opportunities and threats. Both the above analysis will help the reader for understanding the marketing environment analysis. SWOT Analysis: In order to determine the overall market position of the company among its direct and indirect competitors. 2. In this part of assignment Marketing Environment analysis is defined of the chosen company Unilever Pakistan Private Limited and then relation of this environment analysis with the market analysis. TWOS Analysis. PEST Analysis. BCG Growth matrix. BCG Growth Matrix: In order to determine that which brand or product of the Unilever is gaining more market share and which is losing the market share.
The employees of the company are seems satisfied from their remuneration packages. Marketing campaigns of the Unilever including advertisements are very good and they are promoting the sales of the respective product. They take the wrong and ill legal use of the company’s name. -8- . Brand names of the Unilever brands are very appealing to the people thatswhy the sales of their products grow day by day. b) Weaknesses: Weaknesses of Unilever Pakistan are given below: Fluctuation in the currency value leads to the cost cutting in the manufacturing that hits the quality of the products. Product line of Unilever is also becoming their one of the major strengths in the competitive market of Pakistan. people in Pakistan perceive that any product of Unilever with their trademark of U is of good quality. Company’s management is efficiently managing its operations in the country. Less quality copied brands will create the bad impact of the Unilever on the public. As discussed earlier. The trade mark of Unilever is now the one of the great strength of the company in Pakistan. Some brands of Unilever are essential for the health care but the prices of those brands are very high that a common person can’t afford. Sometimes there is a mismanagement in the company’s inter departments that would also effects the sales of the company.
That will decrease the sales of the company. Unilever should launch the new products or brands and modify its existing products and brands in order to capture the more market share in Pakistani market. d) Threats: Major threats that are faced by the Unilever in Pakistan are given below: Immediate competitors like Proctor & Gamble are one of the major threats to Unilever in Pakistan. Rise in inflation rate causes the decrease the buying power of the consumers. This will help them to meet the higher demands of the consumers. Apart from sales of the products.c) Opportunities: There are following opportunities for Unilever in Pakistani market: Unilever should increase its sales programs to the rural areas of the country especially in the under developed areas. Unilever should increase its production volumes and try to increase their availability in the market. Most of the brands that are not sold more are becoming threat for the company as increasing cost. Unilever had the opportunity for launching the social corporate programs for the general public. Instability of Political systems of Pakistan is one of the major threats to Unilever Pakistan. -9- .
LOW MARKET SHARE) Wheel Supreme tea Lifebuoy shampoo Relationship of SWOT Analysis and BCG Growth Matrix of Unilever Pakistan with market. (Unilever Management Report) Four major Standards Business Units described as per BCG Matrix of Unilever Pakistan are as follows: Cash cows: (LOW GROWTH. In the early 1970′s the Boston Consulting Group developed a model for managing a portfolio of different business units. On the horizontal axis. After performing the SWOT Analysis and BCG Growth Matrix analysis of Unilever Pakistan. HIGH MARKET SHARE) Lux Sunsilk (Unilever Management Report) Wall’s Fair & lovely Rafhan Energile QUESTION MARK: (HIGH GROWTH. LOW MARKET SHARE) Clear shampoo Rin Comfort DOG: (LOW GROWTH. market growth rate provides a measure of market attractiveness. market share relative to competitors. HIGH MARKET SHARE) Surf excel Ponds Lipton Close up Blue band Lifebuoy soap Rexona Knorr STAR: (HIGH GROWTH. relative market share serves as a measure of company strength in the market. BCG Growth Matrix: Companies that are large enough to be organized into strategic business units face the challenge of allocating resources among those units. It -10- .2. On the vertical axis. The BCG growth-share matrix displays the various business units on a graph of the market growth rate vs.
to run its operations to the heights of success in Pakistan. It also has a few weaknesses but those are very minor ones that are present with every organization and it also has got the resources and managerial muscle to cope with those weaknesses and threats.Initiating Coverage) CONCLUSION Unilever is a very strong multinational corporation with a lot of strengths. Unilever Pakistan faces intense competition from both organized and un-organized players. rapid urbanization. and increased penetration of organized retail. the company confronts the risk of losing market share to cheaper smuggled and counterfeit products. competition includes multi-national FMCG companies like P&G. all ensuing well for the company in Pakistani market. including its strong management.is stated that the company operates in an emerging market with varied consumer preferences. (Unilever Pakistan Limited . Despite current economic challenges faced in the country. Colgate. Unilever Pakistan is having the robust growth in consumer sector as a result of rising incomes and favorable demographics. It also has -11- . Nestle. In the organized sector. Apart from the threat of legitimate competition. The market is highly responsive to economic conditions. Reckitt Benckiser as well as local operators. inflation and social disruptions resulting in variations in sales revenues for the company. Encouraging demand drivers include growing young population.
-12- . socio-cultural. Unilever Pakistan faces intense competition from both organized and un-organized players. technological. RECOMMENDATIONS A major challenge at Unilever is to make plans and strategies for achieving them to compete with other large corporations. In the near future with globalization of world continuing Unilever will be even bigger and stronger (Unilever Management Report). Unilever Pakistan is having the robust growth in consumer sector as a result of rising incomes and favorable demographics. So the company has to ensure continuous working on it. global.major opportunities to flourish its business on urban and to rural areas of Pakistan. and demographic factors. political. Despite current economic challenges faced in the country. Key points that are extracted from that research are given below: The culture of the company had a great impact upon the environment in which it is operating Customers in Pakistan are relying on the products of the Unilever. The company’s trade mark is the symbol of the quality of the product. All the sales of the products of Unilever are greatly influenced by the marketing environment that includes economic.
http://www. Copyright © 2003 – 2013. The company should be highly responsive to economic conditions.com/essays/business/unilever-swotand-pestle-analysis. So the company makes its advertisement campaign process more specialized. The post purchase feedback must be collected from the customers that would be help in both product and sales improvement. trading name of All Answers Ltd.php -13- . Margins continue to remain under pressure on the back of rising inflationary pressures pushing raw material costs high. Unilever Swot and Pestle Analysis. Listening to consumers is more important than talking at them.ukessays. Unilever Pakistan has to make strategies for purchasing the raw materials in cost efficient manner without compromising on the quality of the product. inflation and social disruptions that results in variations in sales revenues for the company REFERENCES UK Essays. One of the structured problems being a marketing manager has to face is to make advertising campaign for a product of Unilever.
Copyright © 2013 Education.com/2012/07/19/various- environmental-factors-affecting-marketing-function/ -14- . ebstudies. Posted by admin on June 28. Unilever Management Report. Wikipedia.org/wiki/Market-environment.com/unilever-management-report 28 January 2013. http://en. http://education. marketing environment.com.igisecurities. the free encyclopedia.pdf July 19. Various Environmental factors Affecting Marketing Function. http://www.pk/pdf/Unilever_Pakistan_Limited_Initiating_Coverage . Unilever Pakistan Initiating coverage.wikipedia.lokoi. 2012. IGI Securities research. 2012.wordpress. http://ebstudies. 2008 March.
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