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Essay / Research Paper Abstract
In order to grow and expand Unilever Hindustan, based in India developed the Shakkti project. This 3 page paper considers the underlying strategic with reference to strategic theories of Porter and Ansoff. The bibliography cites 2 sources.
Page Count:
3 pages (~225 words per page)
File: TS14_TEunilvshk1.rtf
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Unformatted sample text from the term paper:
based on the competitive advantages of differentiation as well as the idea of gaining a cost advantage by having dominant product brands in the market place. As the market place
has changed Unilever has adopted a new strategy with the Shakkti project where there is the use of a network of entrepreneur style suppliers that look after areas which were
otherwise impossible to reach due to their remote location. Ansoff has suggested that there are four main ways in which a company
can expand, these depend on two variables, whether it is the desire to develop new products or new customers (Kotler and Keller, 2008). Therefore, it is whether new sales are
going to be made by penetration, product expansion, market expansion, or diversification (Kotler and Keller, 2008). Penetration is the strategy of using the same products and the same market and
just increasing sales to that market. This may be a hard strategy (Kotler and Keller, 2008). Product expansion looks to keep the same market of customers but to increase sales
to them by offering more products. Market development looks to increase market share with the same products but to get more new customer to buy them, and diversification, which is
often referred to as the suicide strategy in this matrix, looks to the development of a new product in a new market (Kotler and Keller, 2008).
The plan developed by Unilever in the Unilever Hindustan Shakkti is very interesting; it builds on the way that economic development was taking place in the area
with the encouragement of local entrepreneurship, as such the strategy fitted in with a local culture that was developed. However, there needed to be an adapted approach instead of the
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