Unilever's Business In China Diagnosis

Business diagnosing is a new and effective managerial method which is popular in China in recent years.By fingding the existing issues during the operation of business,using the principle,theory and method of management,we can find effective solutions to the issues.Unilever is the second largest Fast Moving Consumer Goods(FMCG) company in the world which is just ranked below Procter&Gamble.lt has a long historical relations within China. Its products is well-known in China. But In recent years.Unilever's business in China stopped to grow and even declined sharply,its business margin became negative every year,its sales lagged behind Procter&Gamble enormously.This article made a business diagnosing on the situation hereabove, analyzed the cause of the issues and found the solutions to the issues.This article is divided into three sections:intoduction,article,conclusion.Chapter 1 describing the history and status quo of Unilever's business in China and its competitive situation with Procter&Gamble in China.pointing out the existing issues in its business in China, attributing these issues to three chief problems: performance appraisal,place and promotion decision of marketing, Illustrating the necessity and possibility of business diagnosing.Chapter 2 To solve these issues,Unilver need a right strategy,so we analyzed the macro strategic environment of Unilever's business inChina and made Porter's Five Force Competitive Model in this chapter.On the basis above.we made the SWOT and TOWS strategic model.In this chapter,we also introduce the Game Theory which can be used as diagnosing method.Chapter 3 analyzing the existing severe issues of Unilever's business in China in respect of performance appraisal,pointing out the solutions to the issues.Chapter 4 Stating the Unilever's serious issues in respect of place and promotion of marketing,analyzing and researching the issues,and pointing out the solutions to the issues.Chapter 5 on the basis of the researchs hereabove, issuing a conclusive solution report.Yangzhenyu (MBA2001) Directed by Prof. Yusiqin...