Analytical Role of Corporate Strategy in Growth and Expansion of Unilever Pakistan

• Author: Hassan Abbas
• Position: School of Economics & Management, Changsha University of Science & Technology, Changsha 410004, China.
• Pages: 9-17

Vol. 4 No. 1

March, 2018

ISSN 2410-3918

Acces online at www.iipccl.org

9

Academic Journal of Business, Administration, Law and Social Sciences

IIPCCL Publishing, Graz-Austria

Analytical Role of Corporate Strategy in Growth and Expansion of Unilever

Pakistan

Hassan Abbas

School of Economics & Management, Changsha University of Science & Technology,

Changsha 410004, China.

Abstract

The corporate strategy plays an integral role in providing business entities with a market

direction. The formulation and implementation of corporate strategy aids in providing

businesses with abilities and capabilities so as to maintain and develop adequate pace with

the consistently changing business environment, aids in the development of a strategic vision

and focus on overall business goals and objectives, strengthens decision making and most

importantly helps in the provision of a competitive edge to a business. The role of corporate

strategy becomes highly signifi cant when the business operates globally. The research

undertakes the relative role, signifi cance and overall impact of its corporate strategy in making

adequate contribution towards the a ainment of business growth and expansion and assessing

the correlation between the corporate strategy and overall business growth.

Keywords: Corporate Strategy, Business Growth, Business Expansion.

Introduction

Unilever is considered as one of the key players in the market and one of the world’s

leading suppliers of the rapidly growing consumer goods industry, along with

blooming food, home, and personal care goods industry. The business portfolio

of Unilever consists of world’s most renowned and well-known brands. Unilever

Pakistan is Pakistan’s largest FMCG Company and it is also one of the largest

multinational businesses operating in Pakistan. Van Den Bosch (2013) points out

that the overall global strategy of Unilever is directed towards the development of

strategies that are localized.

This paper maintains its emphasis on carrying out the analysis on the corporate

strategies of Unilever Pakistan and its relative contribution towards the expansion

and growth of the company in the country as a whole. To successfully undertake

the analysis of Unilever Pakistan’s corporate strategies, the research maintains focus

on understanding the intensive growth strategies that the multinational follows

in Pakistan and the relative role these strategies play in expanding its business

operations in the country.

Research Question

• Does business corporate strategy contributes towards company’s growth and

expansion?