Unilever is a multinational company that operates in many markets and market sectors all over the world. Unilever, along the years, have made huge investments to buy (financial resources) local brand ice cream names and take advantage of its positioning in the local markets (organizational resources). Unilever now covers certain common products with strong brand positioning such as Magnum, Cornetto and others that have been developed in the past 15 years (intangible/tangible assets). Unilever strategy determines that the products and managements have to be adjusted according to the country they are sold (organizational resources). Unilever has developed strong distribution channels and maintained a close relation with retailers, specially smaller ones that are persuade to rent Unilever’s freezers and forced to sell their products (organizational resources). On the other hand, large market share allows Unilever to explore economies of scale.
Unilever’s main strengths are: local brand image through