StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Select an existing company of any size, any location which provides any product or service - Essay Example

Cite this document
Summary
Cultural Identity and Unilever Introduction The company selected is Unilever PLC headquartered at London in UK. The company is a multinational having manufacturing and marketing operations spread across more than 100 countries. It is in the business related to consumer products owning more than 400 brands; however, the company focuses on 13 brands or products mainly in the field of Home and Personal Care; and Food & Beverages business…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER98.9% of users find it useful
Select an existing company of any size, any location which provides any product or service
Read Text Preview

Extract of sample "Select an existing company of any size, any location which provides any product or service"

Download file to see previous pages

Unilever does not sell under its own name, instead uses variety of brand names to create feeling of diversity and local touch. According to Jameson (2007), when the company links business task on hand with the cultural factors of the community where it is going to operate; the chances of positive outcome increases manifold. The several components of the cultural identity can be seen in the working of the company across various geographical boundaries. It takes into account the various cultural traits while forming the various business strategies, marketing campaigns to target their users.

The company identifies with different classes of the people in launching its products and communicates clearly that a particular product serves the purpose of a particular class. The company has deep roots in developing countries. An example to be made here is Shakti initiative made by the company in India (HLL Project Shakti…). The word Shakti in native language means strength. The purpose was to reach rural class under the initiative. Sales women were trained to talk to these rural masses in their local dialect to serve their needs through variety of personal care and home products.

Door to door campaign and showing small video to the villagers was their main task. Thus, they got their income by selling the Unilever products. India has wide diversity in cultures and languages. Apart, more than 15 languages are spoken at the state levels and further there are local dialects and it is quite challenging to understand such nitty-gritty of the class and language diversity. The strength of the Unilever lies in meeting those challenges. Shakti initiative is a unique way of dealing with such multicultural class of people forming a large number of linguistic groups across various Indian states.

The vastness of this project can be understood from the involvement of numerous Shakti entrepreneurs (HLL Project Shakti…) who are operating in thousands of villages meeting the needs of nearly 100 million consumers. In fact, the company is communicating to wide cultures, across different linguistic groups in widely spread locations. Such an example of communication cutting across large linguistic groups is hard to find. The Shakti initiative has doubled the reach of Unilever in rural households, which is exemplary in the sense that company’s brands have reached to the difficult terrain of hilly North East States (HLL Project Shakti…).

In another example, Hindustan Unilever (subsidiary in India) greatly takes care of the buying capacity of its rural class who cannot afford large packaging of the product. The company launched for them shampoo in small one-use sachets that is what people in rural India greatly aspired for as they cannot afford big packing as normally bought by their urban counterparts (Unilever and Emerging…). Unilever have mastered the class differentiation while offering the products as it makes Surf Excel for the effluent class; Wheel for the rural folks and for the middle class it is Rin.

(Unilever and Emerging…) Gender is another crucial aspect as noted by Unilever in marketing its products. Hindustan Lever is forefront in launching schemes empowering women. The company tapped over 45,000 women micro-entrepreneurs and motivated them to

...Download file to see next pages Read More
Tags
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Select an existing company of any size, any location which provides Essay”, n.d.)
Retrieved from https://studentshare.org/environmental-studies/1417218-select-an-existing-company-of-any-size-any
(Select an Existing Company of Any Size, Any Location Which Provides Essay)
https://studentshare.org/environmental-studies/1417218-select-an-existing-company-of-any-size-any.
“Select an Existing Company of Any Size, Any Location Which Provides Essay”, n.d. https://studentshare.org/environmental-studies/1417218-select-an-existing-company-of-any-size-any.
  • Cited: 0 times

CHECK THESE SAMPLES OF Select an existing company of any size, any location which provides any product or service

International Business Environment and Website Development

In addition, firms compile detailed information regarding the cost of product.... The following story provides a useful illustration: This reality is of particular importance to an industrial or retail firm selecting a site.... Firms complete a great deal of market analysis before searching for a suitable location.... Prepared with a list of "must haves" based on this information, the firm's site consultant or representative begins the quest for the firm's ideal location....
37 Pages (9250 words) Essay

Differences in Service and Product Marketing

The two key aspects of service excellence which the airlines company requires to give attention to are thus quality and price maintenance.... Therefore, to increase the competitiveness, sustain and grow in the business, British airways require elevating the service excellence towards the customers.... The paper highlights in details about the shortcomings in the service marketing, recommendations for the same with suitable models and theories to indicate how the airlines company can improve, and develop a sustainable service strategy....
16 Pages (4000 words) Assignment

The Coffee Company Report

  The primary aim of this report is to assess the decisions of moving the locations of the two stores or improving the customer service process in the stores for The Coffee Company.... The first option is to focus on the relocation of the two stores that are not operating in a profitable manner and the second option is to improve the customer service process of the concerned stores for increasing the volume of customer footfalls.... Out of the 5 running stores, two are not able to generate any profit and the managers believe that this is because of the locations of the stores....
16 Pages (4000 words) Essay

Service Operations Management Team Project

From the paper "service Operations Management Team Project" it is clear that the strategy of the organization on the development of the workforce is to enforce systematic training so that the staff members are equipped with product knowledge and customer service standards required.... hellip; The service delivery process considers the procedures of executing the activities in the organization in order to achieve a certain objective.... The initial step is to develop a service delivery environment to promote the performance of the individual worker....
13 Pages (3250 words) Coursework

Internet Marketing

This means that Marketing is defined as the process of communication that occurs between sellers or institutions and customers about the value of some product or service with purpose of selling this product or service.... Internet Marketing involves the strategies used by a company to market its product or service online and this marketing strategies include search engine optimization and search engine submission, customers' needs and wants, copywriting that encourages site visitors to buy these products, website design strategies, online promotions/ offers, reciprocal linking that allows customers contact sellers, and email marketing to attract customers for a specific business....
19 Pages (4750 words) Essay

Location and Layout of IKEA

Operations management involves effectively planning, organizing, leading, and controlling those aspects of the business which are directly involved in the firm's production and distribution functions.... In order to realize this vision, costs must be kept down and distribution made more efficient, which are the most important objectives in the location and layout of Ikea stores.... Layout is likewise of critical concern because the manner in which facilities are appointed either support or constrain smooth operations....
9 Pages (2250 words) Assignment

Management Solutions in Practice

Cloud computing is an allegory used for internet, which provides its users an increasing compilation of computer system resources and related software architectures to offer application services.... The objective of this study is to assess the concept of providing computing infrastructure and software as a service platform over the internet and the various challenges involved in it.... The services that are made available as a result of cloud computing are 'Platform as a service' (PaaS), Infrastructure as a service (IaaS) and Software as a service....
12 Pages (3000 words) Coursework

The Importance of Location in Retailing

You must also ask yourself if you can deliver a similar level of service or a similar product at a competitive price because if you can't, you will not succeed.... A company that helps retailers identifies optimum locations; points out those businesses too often choose their location for the wrong reasons, without any regard to its potential.... Rather than generalizing your market with a label such as 'professional woman', break that group down into sub-groups by age, car ownership, income, marital status, dependents, and so on, so you can more easily identify which socio-economic bracket the majority of your potential customers are in....
18 Pages (4500 words) Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us