Unilever Knorr Chicken Chinese Market Competitive Strategy

In these years, the condiment industry has developed whenpeople's living level has been improving . Since the policies of reformand opening to the outside, the flavoring consumption expenditure hasbeen increased in Chinese cities and countries. That is to say, the potentialof condiment market is enormous. When the basic living level of ourresident has reached well-to-do life, the flavoring must be the new healthconsumption trend which cannot be changed. Knorr has strived to promote the Chinese condiment industry allalong, which has a century history, and is one of the four importantflavoring producers who crafted out the first new Chicken Essencecriterion of our country. As a leader brand of this industry, Knorr strictlyexecutes the international criterion in the product study and productionfield which puts consumer's needs on the first place and brings the newseasoning concept: spice needs nutrition when it pursues better delicious.Also, integrating the experience of the international advanced qualitymanagement system and according to its product condition andcharacteristics, Knorr has built a set of perfect quality control and clientservice system in the whole logistics chain. Depending on its perfectquality,good credit standing and the recognition of consumer, Knorr hasbeen the leader in our Chicken Essence industry. But the competitionrivals to Knorr are Taitaile and Haoji, which are mighty and merged byNestle.Knorr is one of core strategic business unit of Unilever. Incombination with development tendency of condiment industry andChicken Essence market, on the basis of Corporate CompetitiveCompetence Theory made by Dr. Michael Porter, I try to research Knorr'scompetitive strategy on Corporate competitive competence. Due to lots offactors affecting competitive competence, this paper will analyse Knorr'scompetitive advantages and disadvantages according to the comparativeanalysis of Knorr's company image , market advantage , productcompetence and technique advantage and potential compared with itscompetitors. Currently Knorr implements brand merge, flexible pricepolices to compete with Taitaile on the market segment. Though Unileverhas perfect performance on the brand building, there are some obviousproblems existing in the product, service difference and brand promotion.In the aspects of technique study, market segment and native distribution,Unilever has shown good performance.Depending on Knorr's competitive analysis on corporatecompetitive competence and it's advantages and disadvantages . Tofurther increase competitive competence, suggest Unilever to improve inthe following four aspects: carry out difference competition strategy;strengthen the advertising promotion;enhance the distribution and dealersadministration;research native products.