International Marketing Essay

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 taste of food. Bango can be used as a sauce, in addition to it being used as a cooking element. It will be extremely convenient and advantageous for the households and chefs. Along these lines, Bango likely has a potential market in Malaysia. In this report, it will distinguish the potential business of Bango in Malaysia conduct an environmental analysis to determine the attractiveness for the Bango. In addition, suggestion on market entry and product strategy will be incorporated in this report as well.

2.0 Company Background, Product Category & Current Position

2.1 Company Background

Unilever Company

Unilever is a British-Dutch multinational consumer goods company. Its products include foods and beverages, cleaning agents, home and personal care products and plantation. Unilever is the world’s third-largest consumer goods company measured by 2011 revenues (after Nestle and Procter & Gamble). It is also the world’s largest maker of ice-cream. It is an organization that claims in excess of 400 brands crossing 14 classes. No other organization touches individuals' live in such a large number of distinctive ways. Unilever expects to help families all over, to foresee the goal of purchasers and to react imaginatively and aggressively with branded products and...