Unilever SWOT Analysis
2015 and 2016 have been years of financial growth and increase in market share for Unilever.
With its large array of brands and products, Unilever is enjoying continuous growth and
heavy profits. Apart from good financial performance, 60% of the brand’s business also
gained market share. This is a SWOT analysis that highlights its key strengths, weaknesses,
opportunities and threats of the brand.
- Large array of popular brands and products of which 13 have sales of €1 billion or
- Global presence – more than 190 countries.
- Strong financial performance for the last eight years.
- Focus on innovation –
- Economies of scale allowing the brand to perform with efficiency and lower operating
- Manufacturing and supply chain strengths:
- Innovative marketing practices
- Lack of forward integration –
- Availability of a high number of substitutes
- Emerging Asian markets –
- Millenial generation and their lifestyle needs –
- Sweeping health consciousness –
- Currency fluctuations –
- Intense competition:
- Sluggish growth and economic crisis in key economies –
Conclusion and Recommendations:
The FMCG landscape has grown highly competitive and the number of substitutes for
Unilever products is high. Apart from these currency fluctuations and sluggish economic
growth in key markets are a major obstacle to its faster growth. Unilever can focus on the
emerging Asian markets and take steps towards forward integration for quicker rise.
Read a detailed analysis @ www.cheshnotes.com/swot-analysis/