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Unilever SWOT and PESTLE Analysis

ID : 52117453| Mar 2023| 21 pages

COMPANY PROFILE -Unilever

Business Sector :FMCG - Fast Moving Consumer Goods

Operating Geography :United Kingdom, Europe, Global

About Unilever :

Unilever plc is an Anglo-Dutch multinational consumer goods company founded in 1930, by the merger of Dutch firm, Margarine Unie and British firm, Lever Brothers. The Company started off in the 1890's with William Hesketh Lever, founder of Lever Brothers, who wanted to make his vision for cleanliness commonplace and penned down his ideas for the Sunlight Soap. Unilever has over 400 brands across food, personal care and household cleaning segments and is co-headquartered in Rotterdam, Netherlands and London, U.K. With a range of over 400 unique brands, on any given day, 2.5 billion people use Unilever products in their daily life. The multinational FMCG, is parent to some of the world's leading, household-name brands like Lipton, Knorr, Dove, Axe, Hellmann’s and Omo, Lifebuoy, Sunsilk, Close-up etc. Kantar Worldpanel has hailed Unilever as the company with the largest number of brands in the world. It is the world's 4th largest FMCG based on net sales, after Nestle, P&G and PepsiCo. It has over 1327,000 employees in more than 100 countries as of early 2023.

Unilever's USP or unique selling proposition lies in its being one of the oldest FMCG companies in the world having the largest brand portfolio, great brand recall by consumers, contributing immensely to sustainable living. Unilever's vision has a simple yet clear purpose, "to make sustainable living commonplace. We believe this is the best long-term way for our business to grow."

Unilever Revenue :


€60.07 billion – FY ending 31st December 2022 (y-o-y growth 14.5%)
€52.44 billion – FY ending 31st December 2021

Competitive Analysis of Unilever

SWOT
PESTLE
The SWOT analysis for Unilever is presented below:
Strengths
Weaknesses
1. Strong financial performance and strategy
2. Strong and popular brand portfolio
3. R&D focus and integrated supply chain
4. Strong advertising and marketing capabilities
5. Highly focused on constantly innovating its products
1. Dependence on distributors and retailers
2. Frequent product recalls impact brand loyalty
Opportunities
Threats
1. Potential in emerging markets
2. Growing demand for premium and specialized high-end products in skin care segment
3. Strategic partnerships and acquisitions to facilitate growth
4. Expanding premium portfolio of Home Care products through new channels
5. Expansion of the plant-based portfolio
1. Fierce competition from global and regional players
2. Rise in private label brands from retailers
3. Rising inflation leading to rise in costs
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Detailed SWOT Analysis of Unilever

Strength

1. Strong financial performance and strategy: During the 2022 fiscal year, Unilever earned revenues of €60.1 billion, operating profits of €10.8 billion, net profits of €8.3 billion, and free cash flow of €5.3 billion. In contrast to underlying sales growth of 9.0%, turnover climbed by 14.5%. In comparison to the preceding year, diluted profits per share increased by 29% to €2.99. Export-focused Unilever International has developed into one of the Company's fastest-growing divisions, with annual sales of more than one billion euros. The organizational structure of Unilever underwent a significant change in 2021, switching from a complicated matrix structure to a more flexible and responsible approach centered on five business units. This new Compass Organization has the potential to make Unilever a more straightforward, responsive, and transparent company.

2. Strong and popular brand portfolio: Unilever has strong brands across major FMCG segments. Unilever has over 400 brand names in more than 190 countries and a variety of product brands in various market segments. Unilever has a clear organizational structure. Their product brands are divided into the categories of "Nutrition, Home Care, Beauty & Well-Being, Personal Care, and Ice-cream." Unilever's brand portfolio is diverse and includes popular household names like Dove, Lipton, Ben & Jerry's, Knorr, Axe, Hellmann's, Tresemmé, and so on. These brands cover personal care, food, condiments, and beverages, among other categories, and are known for their quality, unique flavors, and commitment to social and environmental causes.

The remaining section under "Strength" is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the Complete report on purchase.

Threat

This section is available only in the Complete report on purchase.

Major Competitors :

Major Brands :

  • Axe/Lynx
  • Blue Band
  • Dermalogica
  • Dove
  • Flora / Becel
  • Heartbrand
  • Hellmann's and Best Foods
  • Knorr
  • Surf
  • Magnum
  • Sunsilk
  • Close up
For the complete list read more https://www.unilever.com/brands/

Key Business Segments / Diversification :

Unilever
Food and Grocery Cleaning Ice Cream Dental Care Men's Grooming
Refreshments Bath & Shower Deodrants Home Care
Skin Care Premium Cosmetics Soaps and Detergents

Recent Acquisition / Mergers / Alliance / Joint Ventures / Divestitures :

Open Table Preview
Name of the CompanyBusiness SegmentYearTypeObjective/Synergy achieved
Pukka Herbs Ltd.Organic herbal tea business2017AcquisitionThe acquisition strengthens Unilever's tea business. Pukka is a natural player in the natural, organic, health and wellness segment, which is fast growing attractive and scalable.
Living Proof Inc.Premium hair care2017AcquisitionLiving Proof will add to the Prestige Hair retail market which is very attractive and brings along with it brands like Dermalogica, Kate Somerville, Murad and REN.
Hourglass Luxury colour cosmetics brand2017AcquisitionIt is the first colour brand in Unilever's prestige portfolio which is acclaimed for its breakthrough formulations and technological innovation, including the use of active ingredients in complexion products.
Source: Company website and other reliable sources. The detailed table is available in the Complete Report.
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References used in Unilever SWOT & PESTLE Analysis Report

1. Annual Report - https://www.unilever.com/files/92ui5egz/production/0daddecec3fdde4d47d907689fe19e040aab9c58.pdf
2. Managing Brand Portfolio: The 5 Steps You Need to Follow - https://refilwenong.com/blog/managing-brand-portfolio
3. Innovation in Action - Unilever Brands - https://www.unilever.com/brands/innovation/innovation-in-action/
4. Maharashtra distributors to stop supply of HUL products from Jan 1 - https://www.business-standard.com/article/companies/maharashtra-distributors-to-stop-supply-of-hul-products-from-jan-1-121123000020_1.html
5. Dove, other Unilever dry shampoos recalled over cancer risk - https://www.livemint.com/news/world/dove-other-unilever-dry-shampoos-recalled-over-cancer-risk-11666681070618.html
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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Unilever SWOT and PESTLE Analysis - SWOT & PESTLE.COM

SWOT & PESTLE.com (2025). Unilever SWOT and PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/unilever/ [Accessed 25 Jan, 2025].

In-text: (SWOT & PESTLE.com, 2025)

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