UNILEVER CASE

STUDYSTRENGTHS:-
Strong brands-Broad product mix-Economies of scale-Strong global
market presenceUnilever has some of the strongest brands in the
consumer goods industry. This strength enables thecompany to
penetrate markets and effectively compete against other firms.
The broad product mixshows the extent of Unilever’s business
growth. For example, the company has increased its
productportfolio through years of mergers and acquisitions,
leading to organizational growth and corresponding increases
in revenues. On the other hand, economies of scale support
productionefficiency necessary for competitive pricing strategies, as
shown inUnilever’s marketing mix. Throughyears of international
expansion, the company has also increased its market presence,
which is astrength that reinforces brand popularity. The internal
strategic factors in this section of Unilever’sSWOT analysis show
strengths that the company can use to sustain global growth and
success in theconsumer goods market.
WEAKNESSES:1.
Imitable products2.Limited business diversification3.Dependence on
retailers
One of Unilever’s weaknesses is the imitable nature of its
products. For example, even though thecompany heavily invests
in its product development processes, other firms can imitate
Dove andRexona products. Also, in spite of its broad product
mix, Unilever is weak because of limited diversification in
businesses outside the consumer goods industry. Moreover, the
company lacksdirect strong influence on consumers, considering
that retailers are the ones who directly affectbuyers. Thus, based
on the internal strategic factors in this section of the SWOT analysis
of Unilever,the weaknesses emphasize the importance of
diversification, innovation, and enhanced marketingefforts.
OPPORTUNITIES:1.Business diversification2.Product innovation for
health3.Business enhancement for environmental
conservation4.Market developmentUnilever has opportunities to
diversify by entering businesses outside the consumer goods
industry.Diversification reduces market-based risks and improves
business resilience. On the other hand,product innovation can
increase Unilever’s product attractiveness by addressing the
needs ofincreasingly health-conscious consumers. Similarly, the
company has an opportunity to make itsbusiness more
sustainable and environmentally friendly to attract and retain
environmentallyconscious consumers. In addition, market
development can grow Unilever’s business by increasingrevenues
from the sale of its current products in new market segments. For
example, the companycan market its Lipton products as health
drinks for consumers with special diets. The external strategic
factors in this section of Unilever’s SWOT analysis point to major
opportunities to grow thebusiness despite its weaknesses.