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Unilever SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 20, 2020

SWOT analysis of Unilever analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Unilever SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Unilever to benchmark its business & performance as compared to the competitors and industry. As of 2020, Unilever is one of the leading brands in the FMCG sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Unilever competitors and includes Unilever target market, segmentation, positioning & Unique Selling Proposition (USP).

Unilever SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Unilever Brand Analysis
Parent Company



Consumer goods



Tagline/ Slogan

Brands with a Purpose (Social)


Sustainable practices and good brand recall

Unilever STP
Unilever Segmentation

Foods, beverages, cleaning agents and personal care products

Unilever Target Market

Individuals and households

Unilever Positioning

Positioned as brands with a purpose

Unilever SWOT Analysis
Unilever Strengths

Below are the Strengths in the SWOT Analysis of Unilever:

1. Operates in nearly 190 countries around the world and hence, has a global footprint combined with top of the mind brand recall

2. Broad portfolio of brands and a diversified product range, positioned to tap into the changing consumer preferences across the world.

3. Research and Development initiatives to bring to the market innovative and cutting edge products in tune and in line with consumer preferences.

4. Flexible pricing and expertise in distribution channels that manage to reach the nook and the corner of the globe.

5. The economies of scale arising from its breadth of operations as well as synergies between its many manufacturing facilities, which totaled 270 locations around the world at last count.

6. Products are globally famous yet retain a distinct local flavor.

7. It has over 170,000+ employees globally

8. Strong and effective advertising and marketing

9. Excellent CSR initiatives have strengthened its position worldwide

Unilever Weaknesses

Here are the weaknesses in the Unilever SWOT Analysis:

1. Substitutable products especially in the emerging markets in Africa and Asia where the rural consumers in the hinterland often use traditional and natural alternatives

2. Cut-throat competition means constant price wars which lead to less margins

Unilever Opportunities

Following are the Opportunities in Unilever SWOT Analysis:

1. Globalization and the proliferation of global media

2. Emergence of the health conscious consumer in the developed world.

3. Good track record of social and environment responsibility which appeals to the ethical chic consumer who like to buy and consume products and brands that are responsibly made and sustainably complete.

Unilever Threats

The threats in the SWOT Analysis of Unilever are as mentioned:

1. Ongoing global economic crisis

2. Local products as alternatives to its brands

3. Competitive market where the other global giants like P&G and Nestle in addition to a host of local players challenge its dominance in the Trillion Dollar FMCG (Fast Moving Consumer Goods) space.

Unilever Competition

Below are the top 6 Unilever competitors:

1. P & G

2. Kimberley Clark

3. Henkel

4. L’oreal

5. Colgate-Palmolive

6. Nestle

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Unilever. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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