“Questions:
1) Analyse Unilver’s business strategy using Porter’s Generic Competitive Strategies Framework. Use the data and information from the case study, corporate website, and the latest annual report. Use only these sources to answer question 1.
– question 1 requires you to apply Porter’s Generic Competitive Strategies framework to determine the organisation’s business strategy to evaluate its competitive advance. This question is the precise application of a framework to develop an analysis specifically for the company. You are encouraged to use diagrams and tables to illustrate your analysis. You should use headings and sub-headings to structure your answer. Please note that the tables and diagrams are included in the word count.
2. Critically evaluate Porter’s Generic Competitive Strategies Framework by identifying its advantages and limitations, then develop three recommendations for overcoming its limitations. Use academic sources to support your arguments.
-question 2 requires you to reflect on and analyse the framework. The aim is to identify the benefits and limitations of the framework, not the organisation. At the PG level, you should be able to critically analyse a framework and objectively assess its contribution and limitations. You should use academic sources to support your arguments. You should use headings and sub-headings to structure your answer.
In developing your analysis and arguments, you should use supporting evidence from the information contained in the case study, corporate website and the latest annual report listed below:
1) Case Study: Unilever (Paul Polman: turnaround and development of strategy at Unilever, pp.750-757) in Exploring Strategy: Text and Cases, by Johnson, G., Whittington, R. Scholes, K., Angwin, D., and Regner, P. (2017), 11th Editing, Pearson Education.
2) Corporate Website: https://www.unilever.co.uk/
3) 2020 Annual Report: https://www.unilever.com/investors/annual-report-and-accounts/archive-of-annual-report-and-accounts/
The essay should comply with the guidance below:
Introduction and background section: 200 words
Question 1: 800 words
Question 2: 800 words
Conclusion: 200 words
It should have a cover page, reference list and appendices. This should not be a part of the word count. The essay should be written in British English.
Marking Criteria
Presentation of appropriate analysis, use of appropriate concepts and depth of understanding of the issues raised in the case (10%)
Application of the framework and evaluation of the company’s competitive advantage (35%)
Critical analysis of the framework (35%)
Ability to reach coherent and logical arguments from the analysis, supported by case evidence (20%)
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