Strategic Business Operations and Competitive Positioning of Unilever: A Case Study Analysis
Abstract
Unilever, a global leader in the fast-moving consumer goods (FMCG) sector, operates across more than 190 countries and offers a diverse range of products in food, beverages, personal care, and household goods. This case study delves into Unilever’s strategic business operations and competitive positioning, analyzing its market strategies, supply chain efficiency, sustainability efforts, and brand strength. The paper employs theoretical frameworks, including Porter's Five Forces and the Resource-Based View (RBV), to explore Unilever's competitive advantage in a dynamic global business environment. The study compares Unilever’s strategies with key competitors such as Procter & Gamble, Nestlé, and Colgate-Palmolive, providing insights into how Unilever maintains its market leadership amidst growing competition and shifting consumer preferences. Emphasizing the company's commitment to sustainability and ethical responsibility, this paper evaluates Unilever’s operational strategies and its ability to adapt to new market challenges. The findings suggest that while Unilever faces challenges from increasing competition and evolving consumer expectations, its strong brand portfolio, digital transformation, and sustainability initiatives continue to provide a competitive edge, ensuring its position as a market leader in the FMCG industry.
Keywords
Unilever, Competitive Positioning, Strategic Business Operations, Sustainability Initiatives, Supply Chain Efficiency, Resource-Based View (RBV)
Citations
IRE Journals:
Michael Akintomiwa Oyedeji
"Strategic Business Operations and Competitive Positioning of Unilever: A Case Study Analysis" Iconic Research And Engineering Journals Volume 8 Issue 9 2025 Page 1466-1474
IEEE:
Michael Akintomiwa Oyedeji
"Strategic Business Operations and Competitive Positioning of Unilever: A Case Study Analysis" Iconic Research And Engineering Journals, 8(9)
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