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The world of business has become highly competitive with the advent of globalisation and the advancement of technology. Hence, the opportunity for businesses have risen and as a result, the market has become highly competitive. In order to gain a competitive advantage, it has become significant than ever for companies to keep modifying and upgrading their products. In this regard, businesses keep a sharp eye on the impacting factors in order to stay current with the expectations of the consumers. Unilever is a British multinational organisation headquartered in London, UK. The company offer food beverage, cleaning agents and personal care products and the firm has 400 brands including, Knorr, Dove, Axe and Lipton. This consumer goods company sale its products in more than 190 countries around the world (Siddique and Sultana, 2018). For this particular report, the products organisational Beauty and Personal care products have been selected in order to analyse the current business environment.
The main mission of this giant organisation is “to add vitality to life” and their objective is to enhance the health wellbeing of one billion people. In order to gain a competitive advantage, Unilever utilises a broad differentiation generic strategy. The chief focus of this strategy is to emphasise the aspects which make the organisational goods and products stand out among their rivals (Chernobay, Yasinska and Malibroda, 2020). The firm also has a distinct and unique strategy for gaining a competitive advantage over its closest competitors like Proctor and Gamble as the firm has flexible pricing and expertise in their channel of distribution which benefits in managing to access every nook and corner of the globe. In 2020, the firm has acquired 21.12 billion euros and this revenue has been acquired by their different segment of business: food and refreshment, home care and beauty and personal care.
Along with this, the firm also emphasises mitigating the specific needs and p
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