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Unilever SWOT Analysis

Published by MBA Skool Team in FMCG category Last Updated: June 03, 2023Read time:

Here is a detailed SWOT analysis of Unilever covering strengths, weaknesses, opportunities and threats.

Unilever Strengths

  1. Unilever operates in nearly 190 countries around the world and hence, has a global footprint combined with top of the mind brand recall
  2. Unilever has 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. Unilever follows 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. Unilever company has over 170,000+ employees globally
  8. Strong and effective advertising and marketing
  9. Excellent CSR initiatives have strengthened its position worldwide

Above are the strengths in the SWOT Analysis of Unilever. The strengths of Unilever looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Unilever Weaknesses

  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

These were the weaknesses in the Unilever SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Unilever Opportunities

  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.

Above we covered the opportunities in Unilever SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Unilever Threats

  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.

The threats in the SWOT Analysis of Unilever are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Unilever SWOT analysis.

About Unilever

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Unilever Overview
Parent Company



Consumer goods



Tagline/ Slogan

Brands with a Purpose (Social)


Sustainable practices and good brand recall

Unilever STP

Foods, beverages, cleaning agents and personal care products

Target Market

Individuals and households


Positioned as brands with a purpose

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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