Unilever the Power Story

Marketing

Unilever The Power Story

Identify the key actors and factors in a company¡¦s marketing environment that affects its ability to serve its target customers effectively?

Marketing does not operate in a vacuum but, instead, in a complex and changing environment. Indeed, marketers operate in an increasingly connected world. Companies today have to be alert and responsive to the interests and concerns of various actors in the marketing environment, not just its immediate customers. A company¡¦s marketing environment consists of actors and forces outside marketing that affects marketing managements ability to develop and maintain successful relationships with its target customers. The marketing environment offers both opportunities and threats. Successful companies know the vital importance of constantly watching and adapting to the changing environment.

Marketing environment consists of the microenvironment and macroenvironment. Microenvironment consists of the forces close to the company that affects its ability to serve it customers- the company, suppliers, marketing channel firms, customer market, competitor and public. The microenvironment influences the organization directly. It¡¦s more like a local relationship and the firm may exercise a degree of influence. The macro-environment consists on the other hand consists of the larger societal forces that affect the microenvironment- demographic, economic, technological, political, cultural etc. it includes all factors that can influence an organization, but they are out of their direct control.

Marketing manager¡¦s job is to attract and build relationship with customers by creating customer value and satisfaction. Ho...

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...he minds of the customers. Good marketing backed with a good quality product and continuous innovation would have been the success of Unilever.

Unilever did have a good come back after the lunch of the Persil soap tablets. They marketing campaigns and promotions had created a revolution in the detergent industry. The only thing required to my knowledge would have been withdrawing the defective Power as soon as P&G had approached them.

Reference

Kotler on marketing : how to create, win, and dominate markets / Philip Kotler

Simon and Schuster, 1999

Marketing : an introduction / Gary Armstrong, Philip Kotler

6th ed./ international ed.

A framework for marketing management / Philip Kotler

Strategic marketing planning / Colin Gilligan and Richard M.S. Wilson

Oxford : Butterworth-Heinemann, 2003

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