Swot Analysis For Unilever

Unilever is an international consumer good company. With more than 400 branches, Unilever has their products sold in more than 190 different countries in the world. Unilever products focus on people’s health and well-being. The company’s portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. Unilever divided their products into four main segments: Personal care (36% of sales) with Dove, Rexona, Lux, Sunsilk,…; Foods (27% of sales) with Knorr, Hellmann’s, Flora, Rama…; Refreshment (19% of sales) with Lipton, Magnum, Wall’s,…; and Home Care (18% of sales) with Surf, Omo,… SWOT analysis for Unilever

Internal Factors
Strength
Strong portfolio
Global brand
Product diversity
Sustainable living plan
Combine global and multidomestic strategy
Strong human resources

Weakness
Product can be easily replaced
Lack focus on non-famous brands

External Factors
Opportunity
Emerging market
Raising population
Globalization
Increase consumer concern for health and environment

Threat
Global competitor
Local competitor
Changing lifestyle
Economic downturn

Strength
Strong portfolio: Unilever has more than 400 brands and their portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, shampoos and everyday household care products. Global brand: Unilever’s products are now sold in 190 countries in the world. Approximately, on any given day, two billion people use Unilever products. They have many famous brands that we all have heard about Product diversity: Unilever divide their products into four main segments: Personal care (36% of sales) with Dove, Rexona, Lux, Sunsilk,…; Foods (27% of sales) with Knorr, Hellmann’s, Flora, Rama…; Refreshment (19% of sales) with Lipton, Magnum, Wall’s,…; and Home Care (18% of sales) with Surf, Omo,…

The diversity in products and product lines help Unilever reach their customer more easily. Sustainable living plan: The Unilever Sustainable Living Plan sets out to decouple growth from environmental impact, while at the same time increasing their positive social impact. Combine global and multidomestic strategy: Unilever have both global products that are the same in every country and the differentiate products based on different local preferences. Strong human resources: Unilever have many program such as Future Leadership Program in many different countries to attract talented people Weakness

Product can be easily replaced: Many of Unilever products are easily replaced and substituted by local products with cheaper prices. Lack focus on non-famous brands: Having more than 400 brands make it difficult to manage and focus on all of them equally. The core brands are giving much more attention than the less famous brands. Opportunity

Emerging market: Many new emerging markets allow the company to expand their business further in these markets. Raising population: Raising population, especially in developing countries, leads to increase in demand for consumer’s good which is a good opportunity for Unilever to develop more new products and reach out to new customers. Globalization: Globalization makes it easier to do business across countries borders. It can also help with cheaper production cost and supplier. Increase consumer concern for health and environment

Threat
Global competitor: Strong global competitor such as Procter & Gamble which offer many similar products and same quality. Local competitor: Unilever also have to deal with local competitors who offer the same products but cheaper price because of the small economic scale and cheaper labors.