The main problem that Unilever is faced with is the competitors. The goal of the firm is to help the people look good, feel good and get more out of their lives. The strengths of the product include the natural ingredients and high quality. The weaknesses of the Dove brand include the old fashioned and dated feeling about the brand. The opportunity that exists for the firm is the continuous improvement. Threats that were faced by the firm included the competition. The market has a high growth potential as the different firms have not entered into the market.
The target market for the firm include the young girls especially those who have low self-esteem as well as the different insecurities about their looks. The traditional core target customers of the firm include women below the age of 30, the women between 30 and 39 years old. The key success factors of the Unilever include the high quality, good management and innovation. There are a number of uncertainties i.e. the changes in the regulations and the reaction of the competitors. The financial performance of the firm is strong. The income statements of the firm that have been forecast are positive. The marketing strategy that has been adopted is the new product development. The firm should focus on the continued marketing in the short-term while in the long-term; the focus should be on new innovative products' introductions.
[...] Marketing management. Cape Town, South Africa: Juta. Perreault Jr., W., Mccarthy, J. E., Meredith, L. & Ricker, L. (2007). Basic Marketing, 12th Edition. New York: McGraw-Hill. Pride, W. M., & Ferrell, O. C. [...]
[...] (2006). Marketing: Concepts and strategies. Boston: Houghton Mifflin Co. Sandhusen, R. (2000). Marketing. Hauppauge, N.Y: Barron's. [...]
[...] The marketing strategy made use of website advertising. Here, the women were involved in a number of activities for instance the debates about beauty, casting of votes, confessions and the other activities (Perreault Jr., Mccarthy, Meredith, L. & Ricker, 2007). The pros of the marketing strategy include the high products awareness and the change of people's perceptions of beauty. The cons include the negative view that the products of the firm i.e. Dove are for the ugly and the fat. [...]
[...] Market analysis The market has a high growth potential as the different firms have not entered into the market. The high potential of the market is the reason why many firms are scrambling so that they can be able to enter into the market so that they can be able to reap the different benefits that are offered in the market. The firm has recorded increases in the market share in six European core markets where the firm operates in. [...]
[...] This represented a significant increase. Projected income statements The income statements will be developed for three pricing options. Projected income statement for the chosen price alternative The chosen price alternative is alternative three since it will provide the firm with high levels of Net Income. Key questions The main opportunity that exists for the firm is to be able to extend the market of the dove products to include the women who are between the ages of 30 and 39 years. [...]
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