These are closely monitored and inspected at regular intervals. In countries where the company has a huge market share, it has established factories and manufacturing sites in order to enhance operations and distribution process. An optimised strategy for sourcing is selected for countries, where manufacturing operations are not established, taking into account factors such as, quality, innovation, cost, flexibility and service (Unilever, 2013c).At first, Unilever concentrated on expanding in Europe. However, after diversification and penetration, the European Market saturated. Current strategies of Unilever include worldwide expansion in selected product categories, disposal of all activities which no longer are profitable as well as considered core. It also planned to launch its business in various emerging countries so that its high dependence on Europe and South America is reduced and evenly distributed.In the year 1999, Unilever had declared that it will focus on few strong brands in order to promote quicker and faster growth. For this, the company would shred its brands to 400 from 1600. The latest marketing strategy involves concentrating on brand development and innovation of the focussed brands. The objective is to accelerate growth of the top line brands and increase the overall margin of improvement within a specified time (Balmer and Gray, 2003). Marketing activities also include a series of initiatives aligned with the organisational goals.The first marketing strategy includes revival of the top management with change in designation and roles. The company has been divided into two major sections; one is home and food and another is personal care. Any subsidiary businesses which make profits, that are less than required average, are being shelved off. According to the company, decentralising has been a useful strategy which helps in monitoring the profit levels and ensuring profit maximisation (Kotler, et al. It also implies various cost cutting measures, which are reflected in minimalistic pay for workers and lower level staffs.Another critical component included in the latest marketing strategy of Unilever is e-commerce. The current objective is to improve marketing and brand communication, online selling as well as simplifying the corporate and business-to-business transactions. The company has started investing heavily in digital marketing and capturing online media space. The company has made many recent
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