Organizations implement both generic and specific strategies to help gain this competitive edge over rivals. However, business-level strategies pose both advantages and disadvantages. Advantage In business-level strategy, the customer is the foundation. To successfully implement any strategy, the business must understand the customer, including information about gender, age, values, consumption patterns and geography.
In the case of Unilever, competitive advantage is based on product development approaches that integrate research to address market needs.
In addition, the company maintains growth through a suitable combination of intensive strategies. Unilever shifts the prioritization of its intensive growth strategies based on the condition of the consumer goods market.
Such competitive advantage also enables Unilever to apply intensive growth strategies that match business needs, thereby supporting growth.
Despite their relatively high selling prices, such Unilever products are competitive because they stand out from a majority of soaps that focus more on cleaning than moisturizing. In this strategy, the company attracts customers to specially designed products. A strategic objective based on the differentiation generic competitive strategy is to grow Unilever through intensive efforts in product development.
This objective focuses on developing products that stand out from the competition and attract customers. The combination of these strategic objectives leads to competitive advantage reflected through products and a strong financial performance in the consumer goods market.
Unilever applies market penetration as its primary intensive growth strategy. In this intensive strategy, the company increases its sales volume to improve revenues and corresponding business growth. For example, in the home care market, Unilever aggressively sells its products in current markets, such as the United States and Canada.
Unilever successfully applies this intensive strategy by using the generic strategy of differentiation to make its products more competitive and attractive than others. A strategic objective linked to this intensive strategy is to grow the business through aggressively marketing Unilever products in the global consumer goods market.
Product Development Secondary Strategy. Product development functions as a secondary intensive strategy that Unilever uses for business growth. This intensive strategy leads to the strategic objective of growing the company through continuous product innovation. Unilever uses diversification as a supporting intensive growth strategy.
This intensive strategy focuses on establishing new businesses to grow the company. For example, to achieve diversification, Unilever acquires other businesses over time, such as the acquisition of the personal care business of Sara Lee Corporation in Market Development Supporting Strategy.
In this intensive strategy, the company grows by entering new markets or market segments. For example, Unilever can grow by marketing its current products as a new solution to unaddressed needs in certain market segments, such as infant care needs.
However, the company already has significant presence in practically every consumer goods market segment worldwide.
The generic strategy of differentiation supports this intensive strategy by creating competitive advantage, based on product uniqueness necessary to successfully enter new market segments. A strategic objective based on market development is to grow Unilever by implementing marketing campaigns that highlight other potential benefits of its current products.
Handbook of Services Marketing and Management, Configurations of governance structure, generic strategy, and firm size. New evidence in the generic strategy and business performance debate: Brand Portfolio Architecture and Firm Performance: The Moderating Impact of Generic Strategy.Mar 22, · Business level strategy of Unilever is very important determinant of its overall performance and market performance.
It take care of its customers by focusing on demographic, geographic, lifestyle choices, tastes and values, personality traits, consumption patterns and .
Unilever believes profitable growth should also be responsible growth. That approach lies at the heart of our business model, driven by sustainable living and the USLP. It guides our approach to how we do business and how we meet the growing consumer demand for brands that act responsibly in a world of finite resources.
Case study_Transnational strategy_Unilever (1).docx But everyone must also share the values that lead to flexibility on every level. In a worldwide company incorporating both unity and diversity, business strategy and structure are inextricably linked—and always evolving.
The Business & Sustainable Development Commission, co-founded by Unilever, concluded that successful delivery of the Sustainable Development Goals (SDGs) – which seek to tackle 17 of world’s most urgent challenges – will create market opportunities of at least $12 trillion a year.
Mar 22, · Business level strategy of Unilever is very important determinant of its overall performance and market performance.
It take care of its customers by focusing on demographic, geographic, lifestyle choices, tastes and values, personality traits, consumption patterns and brand loyalty. Unilever needs to promote its products, considering the high level of competitive rivalry in the global consumer goods market.
This section of the marketing mix outlines the strategies and tactics in the company’s approach to promote its products to target consumers.