marketing audit for knorr soup of unilever
DESCRIPTION
Unilever Bangladesh Limited is a fast moving consumer goods manufacturing company with local manufacturing facilities, reporting to regional business groups for innovation and business results, started its journey on 5 July 1973. It involves in the manufacture and distribution of home care products, personal care products, and foods. An organizational overview can be seen in Appendix 1 which could be observed at the end of the report. To understand the impact of marketing environment on Unilever Bangladesh Limited (UBL) along with to find out on what stage of product life cycle, the chosen product (Knorr Soup) falls, an audit has been conducted by using the tools like; PESTEL analysis (macro environment) & Porter’s five forces model (micro environment) which covers the external environment and the product life cycle model & BCG matrix which covers the internal environment as well. The macro environment reveals both positive and negative sides like the increasing trend of GDP per capital ,political instability, attitude of urban society which has illustrated the current and future challenges UBL could face. Porter’s five forces model reveals the kinds of competition UBL could face. Moreover, the product life cycle and BCG matrix reveals that the product falls in the category of introduction phase of the product life cycle with the status of problem child. This report will definitely help the students and candidates of professional qualification on the area of Marketing to prepare their own Marketing Audit. The structure of this report will help them also for preparing a standard marketing plan for their own educational purpose.TRANSCRIPT
