This assessment will cover the following questions:
- Provide current strategic practice in the Unilever organisation and analyse practices with the academic theory.
- `Unilever is a British based consumer goods company. Provide a critical self-reflection of the process of strategic marketing report.
- Provide in-depth analysis of the challenges that create hurdle in establishing effectiveness in the strategic marketing.
Strategic marketing is integrated in several market as well as business career for providing assistance to business firm in generating revenue by identify consumers wants (Roy and Schramm, 2019). In addition to this, strategic marketing identify sustainable competitive advantages for organisation within the market they are serving as well as also resources allocation for exploit them. It is important for company to implement strategic marketing practices in their operations as it will assist them in making profit by attracting more and more customers. In addition to this, there are two elements of strategic marketing i.e., contribution within strategic plan of organisation and setting strategies for marketing division which will utilise for accomplishing business objectives (Dinner, Kushwaha and Steenkamp, 2019). Furthermore, there are mainly three phase of strategic marketing procedure i.e., planning phase, implementation phase and evaluation or control phase.
This report is based on Unilever which is part of consumer good industry and its headquarter is located at Unilever House, London, UK, Rotterdam, Netherland. Company is offering at worldwide level and their products are Beauty & personal care, cleaning products, food and many more which consumable in daily life. Unilever is one of the oldest multinational organisation whose offering are available in approx. 190 countries. Report will going to explain different marketing practices which Unilever is conducting. Along with this, with theoretical framework issues related to the respective marketing practices will identified. Moreover, way to overcome with these issue will also recommend for Unilever.
Strategic marketing is feasible as well as well defined marketing strategy which help in meeting needs or wants of customers and also help in accomplishing company goals (Prasad and Saigal, 2019). Aim of strategic marketing is to generate brand attachment and also loyalty of customers by marketing practices. In addition to this, strategic marketing is the procedure of planning, developing and implementing manoeuvrers for gaining competitive edge within selected niche. Apart from this strategic marketing objective is to satisfy needs which not covered and imply profitable economic opportunities for business firm. In addition to this, there are mainly three phase of strategic marketing procedure i.e., planning phase, implementation phase and evaluation or cont