You are CMO (Chief Marketing Officer) of SUNILEVER COMPANY. Company is preparing its Strategic Plan for years 2020-2030.
marketing
Description
MARKETING
MANAGEMENT HOMEWORK CASE AND QUESTIONS
You are CMO (Chief Marketing
Officer) of SUNILEVER COMPANY. Company is preparing its Strategic Plan for years 2020-2030. Sunilever’s corporate mission statement
(updated at 2010 in strategic planning) is “to add vitality to life. We
meet every day needs for nutrition, hygiene and personal care with brands that
help people feel good, look good and get more out of life.” This
mission statement underscores how the company satisfies customers in various
aspects of their lives. The following are the significant components in
Unilever’s mission statement:
1. Adding vitality to life
2. Meeting everyday needs for nutrition,
hygiene, and personal care
3. Helping people feel good, look good, and
get more out of life
Adding vitality to life is a general
indicator of business strategy in Sunilever’s corporate mission statement. Such
vitality is the value that consumers can expect from the company’s products.
The corporate mission also specifies the aspects of life where such vitality is
added. For example, Sunilever’s food products address consumers’ vitality needs
in terms of nutrition. Furthermore, through these products, the company
attracts customers who want to feel good, look good, and get more out of life.
Detailed information on strategic
business units of SUNILEVER can be found in Table-1 below:
|
Strategic Business
Units |
Market Growth Rate |
Relative Market
Share |
Industry
Attractiveness |
SBU Strenght |
|
Home Cleaning
Products |
High |
High |
High |
Medium |
|
Bathing Products |
Low |
High |
Medium |
High |
|
Kitchen Food
Products |
High |
Low |
Low |
Low |
|
Ice-Cream Products |
Low |
High |
High |
High |
|
Industrial Products |
Low |
Low |
Medium |
Medium |
Please answer questions below as Chief
Marketing Officer of Sunilever Company:
1.
Please assess company’s mission statement which was
updated at 2010 according to the specifications a good mission statement should
have. And write a better mission statement as an update of the current one.
2.
Please prepare both BOSTON Consulting Group and
McKinsey/GE Matrix to reassign company resources.
Company’s current financial
situation shows that yearly profits will increase from 100 million dollar to
200 million dollars in ten year. But company’s strategic plan suggests having 400-million-dollar
profit per year at the end of strategic planning period.
3. According to information
above, draw and explain strategic planning gap for the company.
4.
Assess growth strategies, choose one growth strategy for
the company to fill strategic planning gap.
