Case Study: Unilever

UNILEVER

What is Unilever?
It is the one of worlds biggest consumer goods company and it’s increasing his percentage in world market everyday. About 2 billion people chose Unilever and uses it’s products. It’s founded in 1930 with the unification of Margarine Unie and Lever Brothers (an English soap company). With the large selection of products, it reaches more then 190 country in the world. It’s also growing with buying local companies. So it always become local where he sells its products.

Company’s Visions
Unilever company aims that they hope effect nature less day by day. Also wants to grow two times from current situation and create positive benefits to public.
Working on a future that makes people’s life more enjoyful and healthy.
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The company works hard to increase its capacity with the strategic plans. Over the years it increased for sure and also increased in every way includes sales, quality, market value and profit. And we can see the chart for the see some results;

The chart above shows the total returns of Unilever and Unilever’s the biggest competitor Procter & Gamble. We can clearly see the increasing total returns of the company every year.
But this year (2015) Unilever’s price change percentage moves are bouncing. That means there are some problems with their strategy (stock market statistics);

Of couse the these little changes doesn’t effect so much to company. Because Unilever founded and growing with strong basis. Company’s Competitively Important Resources and Capabilities
The Unilever company cares about being local and international in the same time. This is one of the most important difference from the it’s biggest competitor Procter & Gamble.
According to chart on the side; company’s main strong and weak points against to its competetiors are; competition with industry, threat of substitutes, bargaining power of buyer, bargaining power of supplier, threat of new
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This makes it is one of the leaders in the industry. Just Procter & Gamble is the possible competitor to it. Thus the market share of Unilever considered being one of its main strenghts.
And familiarity of Unilever products is very high, many people in the world uses at least one product of them or sub brands everday.
Otherwise, competition is one of the main threats that most of the companies would have face. Unilever has to face huge competition as its competitor is so strong. Furthermore Unilever has many other sub competitors who provide substitutes of their products and their closeness is very