Unilever Essay

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Unilever sells many well-known food, personal care and home care brands, such as Ben and Jerry’s, Persil and Dove, in over 180 countries. Its recent results have been boosted by its profits in emerging markets. To what extent is targeting emerging markets for sales the best way for businesses to achieve a major growth in their profits? Justify your answer with reference to Unilever and/or other organisations that you know. (40 marks) Emerging markets are countries in which they have potential to grow in terms of GDP. For a business that wants to increase its profits the best way is to expand into these markets, however there are other ways of improving profits too. On the one hand if the market that a business is in is saturated and growth is declining then they would have to find other growing markets. Costa set up in Europe when the coffee market in the UK became saturated with competitors such as Starbucks and Cafe Nero. It meant that they could expand without the risk of competition. They also priced their products to the local market and so could increase prices in some areas due to the lack of competition making it less price elastic. Another example is Tesco already having over 25% of the UK’s supermarket share and the government preventing them from expanding anymore. Instead they have expanded into China and in the next 5 years are expecting sales to increase by $4 billion annually. This means that their profits have grown because they have been in emerging markets which don’t have any restrictions. Also, by setting up in an emerging market then businesses are able to spread their risk of failure. This is because if one of the countries is experiencing economic recession and low consumer spending then they can expand in other countries with high sales. Rolls Royce had a 47% rise in sales in China due to the high economic growth,

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