Global Business and Technology Paper The discussion concerning variety of effective market economy models is often related to the issue of globalization. Modern economy experiences drastic changes within the basis of modern market, or so-called globalization. According to Wikipedia Website, globalization is usually explored as a complex of technological, social, economical, political, and cultural changes seen as increasing interdependence, integration and interaction between people and companies n disparate locations (n.p.).
Globalization is an engine of commerce, which is in a constant process of development. It is usually defined as the growing economic interdependence of countries worldwide through increasing volume and variety of cross-border transactions in goods and services, free international capital flows, and more rapid and widespread diffusion of technology (Wikipedia, n.p.).
Since globalization exists within the field of economics, it is a history of increasing trade and market expansion.
As the companies are constantly looking for growth and profit, they seek for directions where they can expand. The effective combination of market and product development can result in increased profitability. The better business components are chosen, the more income company has. No wonder that modern companies actively apply the principle of globalization. Unielever Corporation is a good example of using globalization technologies. Unielever is the worlds leading producer of ice-cream with well-known ice-cream brands under the heart logo, such as Cornetto, Carte dOr, Magnum, Solero, etc, which are sold internationally. The ice cream and frozen desserts industry is an important sector of the worlds dairy industry. According to Unielever Website, Europe alone accounts for 50% of Unielevers business.
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Unielever is clear European market leader, as its total market share increased for 6.9% compared to 2002 (Its market share is 26% versus Nestles share of 13%, and PLs share of 9%).
At the same time, the company develops plans for future globalization, as it has announced plans for a ?96m investment in ice-cream marketing and development over the next three years, including the opening of 1,000 kiosks on beaches and in shopping centres throughout the world (UK Activity Report, Unielever n.p.).
Unielever had experienced globalization due to their technologies and constant developing of new brands and tastes. The brand portfolio of the company includes almost thirty different brands worldwide (including Algida, Ola, Walls, etc. But all sell the company’s international blockbusters, such as Magnum, Cornetto, Solero and Viennetta brands which are known and trusted by millions of consumers around the world (Unielever Website, n.p.).
According to their business reports, the company employs 265,000 people globally. Besides, it is the largest advertiser in the UK and third largest advertiser in the world.
What are the main recommendations for the company? As for technologies and competition, being quite a long time in an ice-cream and frozen desserts business, Unielever Corporation has gone through falls and rises. In spite of constant wars with competitive brands and companies, Unielever should remain one of the biggest companies in ice cream market. It should succeed in this due to continuing search for new technologies and respectful attitude to the consumer. The company should be constantly looking for new ways of producing healthier and tastier to the consumers health frozen desserts and ice-creams. The credo should be not to make an advantage at price of the consumers health. Following this idea, the company will develop new technologies of dessert production. Besides, the Unielever Company can develop and introduce ways to reduce fat and carbohydrates while still providing ice cream and frozen desserts that are beloved by its consumers.
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The company should improve and invent many of the technological innovations that help to reduce the average fat and carbohydrates yields of ice cream and frozen desserts in Slim-Fast brands. Unielever Corporation can gain competitive advantage by further expansion and creating numerous brands, keeping prices reasonably low, and, thereby decreasing purchasing power of the consumers. Using innovations and new brands as well as constantly developing marketing strategies will help the company to find new ways and to improve business. Besides, raising cash that can be used to provide liquidity to the managers or to fund further growth can also be useful as a strategy. It is also important to note, that interests and expectations of both sides (consumers and the company) should coincide. Generally speaking, a company should be interested in getting more profits, and a consumer in getting qualitative and not expensive production. If business learns to adapt to changes quickly and productively, soon enough the worlds economy improves in terms of costs and production amounts as well as consumers have more choice and ease needed to realize that choice. Just like any other company, Unielever Company uses the same sales channels such as product or service, place, marketing, orders, money, billing and collections, fulfillment, returns, customer service and technical support; however, all sales channels can become much easier to implement and produce much faster outcomes as a result of being conducted both via Internet and via regular market.
For that reason, Unielever strategies, if implemented correctly, can be a powerful tool in gaining new and keeping old customers by providing a faster service from anywhere. Unielever Company takes its Slim-Fast brand (the category with Chocolate & Caramel Sticks and vanilla-flavored mini tubs) as a good example to show that a company can get benefit using new marketing strategies. Besides, the company runs a number of websites that provides the investors and potential retailers with a rational pricing. In such a way, the new marketing strategies open a wide circle of possibilities for both commerce and e-commerce. There are no limits for e-commerce; probably it is the reason it has become so popular. E-commerce is by definition global.
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As the UK market for ice cream and frozen desserts has taken shape over the last several years, the strategy of global positioning of big companies, such as Unielever, should change. The phenomenal market growth should stipulate the development of Unielever in order not to miss chance to get a benefit from that drive rapid market by developing new brands and marketing technologies. What about the management strategies? The company should focus its attention on strategic planning. It has to examine all possible nuances to select the most suitable markets. It is also very important to find out key compliance issues that exist among the target buyers. The next important thing is to examine all variants to reduce risk and to learn the foreign marketing practices.
Probably, Unielever Company can use the services of certified international lawyers with practical experience to cope with difficulties. Unielever has to analyze geo-economical, political and cultural challenge that it will face in the future work. Strategic use of information resources is of supreme importance as well. Remember that every product (i.e. ice-cream or frozen desserts) has its life cycle that consists of concept, producing, promotion and Commencement of Service and, finally, the improvement. The last two steps are being constantly repeated.
The company should have a realistic idea to attract the buyers and potential investors without spending huge amounts of money in publicity and advertising. The promotion should be targeted and the specialization of Unielever Company should be the primary point in its business marketing plan. I consider that using new marketing strategies can increase the profitability and raise the yield of the company. By effectively implementing these recommendations, Unielever will be able to keep its prices low, while making the company stronger, more successful, and remaining widely popular throughout the world.
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Unilever Website. Retrieved August 26, 2006. www.unielever.com UK Activity Report 2003, Unielever Wikipedia Website.
Globalization. Retrieved August 26, 2006. http://en.wikipedia.org/wiki/Globalization.