A structured definition of the term is provided by Ansoff and McDonnell. According to them strategic management is referred to “a systematic approach for managing strategic change which consists of positioning of the firm through strategy and capability planning and real time strategic response through issue management” (Cole, 2003). Different strategic tools like PESTEL, SWOT and Ansoff Matrix are usually used by the experts while strategically managing the operations of an organization. These tools enable the organizations to analyze their micro as well as macro environment where they are operating. Findings of such analyses have been found to be extremely helpful for the management in its decision making process.
This report is comprised of a well-structured strategic analysis of Unilever which is one of the largest consumer goods manufacturing companies in the world. All the three above mentioned strategic tools are used in this report for the purpose of analyzing the operational as well as industry environment of the company. In addition to that a value chain analysis in the context of Unilever is also performed and included in this report. Before analyzing an organization and its environment it is crucial to have enough knowledge about the organization first. Considering this aspect, this report includes a brief overview of the organization i.e. Unilever and this overview can be found in the next section which is followed by all the strategic analyses.
Unilever, one of the oldest and largest consumer goods manufacturing companies, has its operation in all the major markets in the world. Since 1930 the company has been taking care of people’s needs and demands regarding better foods and personal care products. According to the company, today, “160 million times a day, someone somewhere chooses a Unilever product” (Unilever-a, n.d.). The company’s 400 brands have made it an important member of millions of families