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Present a critical analysis of Unilever’s business environment, current strategi
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Present a critical analysis of Unilever’s business environment, current strategic position and future outlook on both the corporate and the business level. The analysis should
encompass the following specific elements:
1. An analysis of the characteristics and attractiveness of the industries/markets that the firm
operates in and how these are changing. If the firm operates in a wide variety of industries,
you can focus on the industry or set of industries with the greatest strategic significance for
2. A business-level analysis of how the firm competes in these markets/industries – how does
the firm aim to generate and sustain its competitive advantage? What kind of a competitive
strategy does it utilize? What distinctive resources and capabilities does the firm possess?
The business-level analysis should focus on the firm’s most important business unit(s) (by
revenue or strategic significance) that operate in the markets considered in (i) above.
3. A corporate-level analysis – how do the firm’s different business units link together? How
similar or different are the business units’ strategies and why? Why does the firm operate in
these particular industries? What kind of synergies are there between the business units?
What is the role of the corporate centre?
4. A statement of the (about) two or three main strategic challenges currently facing the
company. Based on the above analysis, what are the key points of concern in the firm’s
strategic situation, how is the firm’s strategic situation likely to develop in the future, and
what challenges are involved?
5. An analysis of your suggested approach to managing the challenges identified in (iv) above
along with some concrete suggestions for how the firm might deal with them.
6. A 500-word executive summary, presenting a condensed version of the whole report and
aimed at aiding the firm’s top management in its decision making.
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