Unilever, is a consumer goods producer multinational company. Unilever headquarter, is located in London, United Kingdom. Unilever was. BCG Matrix Hindustan Unilever Limited – Free download as Powerpoint Presentation .ppt /.pptx), PDF File .pdf), Text File .txt) or view presentation slides. Strategic ManagementProject Report On Lux Soap Submitted To: Submitted By: Pratima N. Patil Roll No

Author: Zololl Majas
Country: Bahamas
Language: English (Spanish)
Genre: Literature
Published (Last): 26 August 2015
Pages: 274
PDF File Size: 1.38 Mb
ePub File Size: 2.66 Mb
ISBN: 720-1-17860-977-6
Downloads: 14284
Price: Free* [*Free Regsitration Required]
Uploader: Fenrihn

BCG Matrix Analysis of Unilever | | BCG Matrix Analysis

Simply keeping them on the market is wasting resources generated by Star and Cash Cow brands. You are commenting using your Twitter account. Unilever has to focus on this segment to turn this division into star because the industry has the potential to grow in terms of sales. By continuing to use this website, you agree to their use. The four quadrant framework characterize segments in to the following categories; Dogs, Question mark, Cash Cows and Stars.

Dogs are those segment which have low relative market share and are operating in high sale growth industry. T his long term perspective is a key strength of the BCG Matrix as a strategic tool. Such segments are crucial for the company and plays a vital role in the sustenance of company. Unilever personal care segment is considered to be stars because its market share is growing every year and mentioned division generate highest chunk of revenue for the company.

The premise of the BCG Matrix is that all products or brands can be classified as one of the following categories, based on its market share and market growth: This framework help the organization to formulate strategies for each segment or division, according to its need.


You are commenting using your WordPress.

Its products are available in countries around the globe. Despite the limitations, the BCG Matrix is a very simple and useful tool for portfolio managers to review their brands and products across industries and SBUs, and assist in prioritisation of investment and divestment.

InUnilever generated highest revenue in consumer goods industry. It deals in the following consumer products, which are as follow; personal care products, beverages, and food and cleaning agents. Unilever, is uhilever consumer goods producer multinational company.

The premise of the BCG Matrix is that all products or brands can be classified as one of the following categories, based on its market share and market growth:. Fill unileer your details below or click an icon to log in: Marmite is a key Cash Cow for Unilever with sales just about holding their own in the spreads industry that is slowly beginning to decline in Europe and North If.

Unilever has around four hundred brands.

Asia geographical division also comes into the fold of stars. Company ought to invest more on product development to beat its competitor and increase its market share in food industry.

Excellent unklever management by Unilever will see T2 become the future Dove or Tipton, before naturally becoming a Marmite and subsequently another Slim-Fast, but smart investments will prolong the growth stages and hold off the decline. This is a four dimensional graph each dimension states the position of the company segment in the industry. This site uses cookies.

Unilever: BCG Matrix | the Marketing Agenda

Both industries have witnesses decline in sales. These are brands very much at their peak, holding a large market share in very much a growing market — therefore requiring continued investment to hold or enhance their position, as competitors continually enter the market and innovate. Food segment market share of Unilever is declining every year, despite of high industry sales growth rate.


It is difficult for companies to sustain all the division of the company at once. Often relatively young brands, they are marrix to maximise their potential within the industry and therefore require greatest investment from the success of Cash Cow brands in order to exploit the fast market growth ahead of competitors.

Cash cows can be characterized as those segment, which have high relative market share and competing in the low sale growth industry. It was very helpful. Unilever food segment fall into the category of question mark. This framework is depict with the help market share and industry sales growth rate, where industry sales growth is plotted on the on the Y-axis, vertically and market share is plotted on X-axis, horizontally.

BCG Matrix Analysis of Unilever

Notify me of new comments via email. Enter your email address: These are the dead-end matrkx whose time has been and gone and likely most offer no future profits. Global revenue share of the Unilever Group from toby product segment. Bcy in Marmite in recent years has been largely limited to advertising campaigns. Home care and refreshment segments of Unilever can be labelled as Cash cows because both have high market share in low growth industry.

However, there are still a couple of cautions to be considered when using it.