Case Study Of Unilever

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1. Introduction Unilever N.V and Unilever PLC comprise of Unilever group and both companies have the same directors. Unilever PLC has products consist of food, personal care and other household goods. As an early multinational investor, Unilever possessed extensive manufacturing and trading businesses throughout Europe, North and South America, Africa, Asia, and Australia. It is also a globalised business that generates more than half of its turnover in developing in many countries across the world. Unilever possess an outstanding portfolio, including popular brands such as Lux, Dove, Magnum, Knorr and Lipton and Axe/Lynx. Over the course of time, Unilever stepped into new markets and began developing new market strategies to target those specific markets. Its mission is: to add Vitality to life. “We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.” Unilever’s longevity as an investor provides it with countless opportunities to explore in depth of each market. However, it is still inevitable that Unilever faces some difficult tasks such as successful marketing in foreign countries, and this essay will therefore discuss some of the marketing difficulties Unilever face in China and provide suggestions for improvement. 2. Unilever - A Multinational Consumer Goods Company 2.1 Unilever’s Business in China “Opened in September 2009, Shanghai is the first Unilever R&D site

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