Unilevers Global Strategy Ppt

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Unilever is currently one of the most successful consumer goods companies in the worldand they have set their ambitious targets for growth, in traditional and new markets andchannels, to keep it that way. The global presence of Unilever contributes to its major success and competitive edge. The corporation sells products in over
150 countries andhas annual sales of approximately $ 46 billion [£31,5bn]. Unilever controls subsidiariesin more than 90 countries and employs 295,000 (in 2000) people.Unilever is one of the world’s top three food firms after Nestle andKraft and the world’s second largest packaged consumer goodscompany
–behind Procter & Gamble.
Unilever was formed in 1930 when the Dutch margarine company Margarine Uniemerged with British soap maker Lever Brothers. The companies were competing for thesame raw materials (e.g. oilseeds), both were involved in large-scale marketing of household products and both used similar distribution channels. Between them, they hadoperations in over 40 countries. Margarine Unie grew through mergers with othersmargarine companies in the 1920s. Lever Brothers was founded in 1885 by WilliamHesketh Lever. Lever established soap factories around the world, and had plantations inmany Third World countries. In 1917, Lever began to diversify into foods, acquiring fish,ice cream and canned foods businesses.
The company focuses on key growth drivers in a number of ways:

Continually reconnect with consumers to better anticipate their needs and desires

Develop and nurture close working relationships with customers to createcommunication and sales support for their particular consumers[11]

Global brand is one which is perceived to reflect the same set of values around the world.In the example of the children's toothpaste, the "pat on the…...

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