Marketing Strategy of Hindustan Unilever Limited

Bc. Atman Trivedi

Master's thesis

Abstract:

Marketing strategies are considered an integral part of business operations as they help the relevant farm to develop necessary strategic actions based on the assessment of illegal markets and customers. With reference to this argument, the following study has been designed to explore the capability of Hindustan Unilever Limited to develop appropriate marketing strategies in order to operate in the Indian market. The selection of the organisation has been done on the basis of their current position in the Indian market of Fast Moving Consumer Goods. With the help of the analysis that has been performed in this study, it is expected that an insight of their marketing strategies would be attained both in terms of internal and external environmental perspectives. For performing this, a set of theories and frameworks has been utilised so that a formal way of analysing the macro and micro environmental factors can be done. Therefore, the external and internal environments of HUL have been described with the use of strategic tools such as SWOT analysis, EFE matrix and IFE matrix in order to illustrate various details with proper evidence.

Keywords

Marketing Strategy, Services, Marketing mix, Marketing Communication, Analysis of External and Internal Enviornment

Language used: English

Date on which the thesis was submitted / produced: 2. 12. 2023

Thesis defence

• Date of defence: 6. 2. 2024
• Supervisor: Ing. Stanislav Rojík, Ph.D.
• Reader: Marta Nováková, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Business Administration