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International Marketing Essay

1820 words - 8 pages

1.0 Introduction
Unilever brand is a trusted name in nutrition, hygiene and individual consideration. It has been adding imperativeness to the lives of customers by making items that help individuals feel great, look great and get all the more out of life. I will be choosing Unilever as my company and the product that I have focused on in this assignment is Bango (kecap manis), an Indonesian sweet soy sauce which has just been made available in Indonesia. Through my research, Malaysia is the potential target business sector to launch Bango as Malaysia is the neighbouring country of Indonesia. Both nations have some comparability on their day-to-day lifestyle, for instance, in terms of the ...view middle of the document...

A strong advocate of research and development, Unilever has continuously strived to comprehend the needs of its shoppers and pioneer different channels to captivate them. By examining vigorously in exclusive engineering and purchaser bits of knowledge exploration, Unilever has accomplished numerous achievements and firsts throughout the years. Profound establishments in local markets and direct information of the societies make Unilever a genuine multi-local and multi-national corporation.
Unilever Indonesia
The Unilever Indonesia was established on 5th December 1933. It was developed to be a heading Company of Home and Personal Care and Foods and Ice Cream items in Indonesia. The Company offered its shares to the general population in 1981 and has been recorded on the Indonesia Stock Exchange since 11th January 1982. As at the end of 2011, the Company was positioned sixth on the Indonesia Stock Exchange in terms of market capitalization. Unilever Indonesia has two subsidiaries: PT Anugrah Lever (in liquidation), a 100%-owned subsidiary (it was previously a joint wander promoting organization for soy sauce) that has been merged and PT Technopia Lever, a 51%-owned subsidiary that takes part in circulation, fare and import of goods under the Domestos Nomos trademark. In Unilever Indonesia, the individuals are at the heart of all that they do. Necessity is provided for their expert development, their life parity, and their capacity to help just as a major aspect of a different workforce. There are more than 6,000 employees all around the archipelago.
2.2 Product Category
Unilever categorizes its product as Home and Personal Care (HPC), Food and Beverages (F&B), Professional Cleaning and Plantations. And the product, Bango is categorised as a food and beverages product, otherwise known as a convenience product.
2.3 Current Operation
Bango is a product from Unilever Indonesia. It is an Indonesian sweet soy sauce, referred to as “kecap manis” locally. Presently, the demand for Bango has been developing inside Indonesia and different parts of Asia. Through the years, the business size has been multiplied by 2.2 times as the development of Bango has been guaranteed. This has also been reflected in its expanding market share that developed on average 3% throughout the years.
3.0 International Marketing Environment Audit
3.1 Critical Analysis
People are easily influenced by others in terms of new product introductions, as is the case for Bango. For example, we found out about Bango through our Indonesian friends. Therefore, we believe Bango will be able to carve a market in Malaysia in the future especially as a lot of Indonesian students study abroad in Malaysia. This market will not only be limited to the students, but can also stretch to household consumers and hawkers. Bango will be easily accepted by Malaysians as it is compatible to our local tastes.
3.2 Opportunities
Compared to the local brand of sweet soy sauce, Bango is...

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