You are CMO (Chief Marketing Officer) of SUNILEVER COMPANY. Company is preparing its Strategic Plan for years 2020-2030. Sun lever’s corporate mission statement (updated at 2010 in strategic planning) is “to add vitality to life. We meet every day needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.” This mission statement underscores how the company satisfies customers in various aspects of their lives. The following are the significant components in Unilever’s mission statement:

1. Adding vitality to life
2. Meeting everyday needs for nutrition, hygiene, and personal care
3. Helping people feel good, look good, and get more out of life

Adding vitality to life is a general indicator of business strategy in Sun lever’s corporate mission statement. Such vitality is the value that consumers can expect from the company’s products. The corporate mission also specifies the aspects of life where such vitality is added. For example, Sun lever’s food products address consumers’ vitality needs in terms of nutrition. Furthermore, through these products, the company attracts customers who want to feel good, look good, and get more out of life.

Detailed information on strategic business units of SUNILEVER can be found in Table-1 below:

Strategic Business Units	Market Growth Rate	Relative Market Share	Industry Attractiveness	SBU Strengths
Home Cleaning Products	High	High	High	Medium
Bathing Products	Low	High	Medium	High
Kitchen Food Products	High	Low	Low	Low
Ice-Cream Products	Low	High	High	High
Industrial Products	Low	Low	Medium	Medium

 

Please answer questions below as Chief Marketing Officer of Sunil ever Company:

1. Please assess company’s mission statement which was updated at 2010 according to the specifications a good mission statement should have. And write a better mission statement as an update of the current one.

2. Please prepare both BOSTON Consulting Group and McKinsey/GE Matrix to reassign company resources.

Company’s current financial situation shows that yearly profits will increase from 100 million dollar to 200 million dollars in ten year. But company’s strategic plan suggests having 400-million-dollar profit per year at the end of strategic planning period.

3. According to information above, draw and explain strategic planning gap for the company.

4. Assess growth strategies, choose one growth strategy for the company to fill strategic planning gap.

Answer rating: 100% (QA)

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