International and Strategic Marketing

International and Strategic Marketing

Assignment 1

`As a marketing consultant, you have been asked by a prospective client (the Marketing Director of a FMCG company) to advise on how and why they should strategically plan their future marketing plans`

Introduction

In the era of 21st century, where the world has done much advancement in technology and globalization, the running styles of the businesses have changed. Similarly, the marketing strategies for the products and services have also got the impact of it. There is more international trade rather than it is limited to the national boundaries. In such case, the businesses are at stake to plan effective national and international marketing strategies to successfully survive in the industry as well as to compete with the competitors. The following essay is the evaluation of a multinational company and its plans for the future marketing activities. It is basically the report where a marketing consultant advices the Marketing Director of a FMCG company.

Discussion

Unilever Private Limited Company Profile

Unilever was created in 1930 by the merger of two companies, the British Lever Brothers and Dutch margarine Unie. From the years between 1930 till today, this company has seen the star of ascent and expansion that has made it one of the most powerful corporations in the market. Unilever can now rely on a range of global brands; many of them are dominant in their sales areas. It is present in 90 countries with 200 offices and is presented as the most important group in the field of consumer goods.

On July 21, 2008 it has announced the sale of brands Bertolli, Maya, Dante and San Giorgio to the Spanish company Group SOS. Unilever Bertolli retains for tomato sauces, margarines, and frozen foods. Unilever is ranked as the world's largest company that deals as the manufacturers of consumer goods. It is originated basically as the Dutch British company. The production of foodstuffs, cosmetics, and body care products as well as home and fabric care products are considered as the main businesses of the company Unilever. There are around 2000 million customers who consume the Unilever products daily around the worldwide. The areas of concentration for its businesses are the products of food, personal care products and the home based goods. According to a survey conducted, there are around 167,000 employees in around 100 countries by Unilever. The research shows that in 1990, 5400 were employed in Germany only. In 2008, Unilever has formed (DACH) that is based in Hamburg. It is formed with the association of countries namely Germany, Austria and Switzerland.

Procter & Gamble, Nestle, Kraft Foods, Mars, Johnson & Johnson, Reckitt Benckiser and Henkel are Unilever's largest competitors.

Market Details of Unilever

Unilever owns more than 400 brands as a result of acquisitions, but the company focuses on what is called "brand a billion dollars", 13 marks are to achieve annual sales of over one billion U.S. dollars Americans . Unilever's top 25 brands account for over 70% of sales. The marks are divided almost entirely ...