Business Expansion Plan

[Name of the institute]Business Expansion Plan

Introduction

The world is moving at a fast pace. Technological invention and advancement is one of the most important reasons behind fast and rapid change. If we talk about business arena and competition then it can be said that there exists a cut throat competition to gain competitive advantage. More and more companies are launching their products worldwide so that they can increase their profits and operate the business on lucrative terms. Globalization and launching the product globally is a norm that every big organization is opting for. The aim and objective of this paper is also to present strategy of global marketing and opportunities for a world's renowned and prestigious organization. The organization that is selected for this purpose is Unilever. This paper presents valuable theories and approaches for understanding and operating in formulating global marketing strategies. The essay illustrates stages that characterize the process of global marketing: the scenario, research, segmentation and positioning in the global market, marketing mix, the politics of global product, price, distribution / sales, communication, promotion, possible alliances, the comparison with the global competition, planning, and various aspects of control.

Overview of Global Marketing

Global marketing can be defined as a business strategy that promotes the brand throughout the world in compliance with the uniform marketing policy. In terms of global marketing, the whole world is seen as a big market. While indulging in the practice of global marketing the important factors that are taken into account include cultural and other national characteristics in different countries. Global marketing involves a full scale development, production and marketing of goods for a full range of consumer categories (Warren, 2012).

As a result of the modern technologies elements like tastes, needs and lifestyle of the people are becoming more alike. This in turn opens up the possibility of implementing a uniform product throughout the world. Global marketing puts into practice for a more high profile international brands, respectively; they are more highly valued by consumers (Warren, 2012).

Overview of the Selected Company

Unilever is an organization that is considered as one of the world's leading organization dealing with the fast moving consumer goods. The products that are offered by Unilever include foods, personal care and across the categories home. The primary operation of the organization is from Europe, Africa, the Americas and Asia. Headquarter of the organization is in London, in the United Kingdom. Unilever has employees around 171, 000 people (Data Monitor, 2012).

The financial year that was ended in December 2011, the organization has recorded the revenues of roughly around $64,700.7 million This year the organization has increased the revenue by 5% as compared to the profit in the year 2010. This increase was become possible for Unilever as a result of the exploitation of opportunities presented by emerging markets. Another reason for the increase in the profit is their categories of home care and personal care products. In the year 2011 the operating profit for Unilever was approximately $8,957.3 which is an increase ...