1. A systematic understanding of the strategy-making process.
2. Your self-directed learner skills.
3. Critical evaluation skills that use academic and practitioner concepts and practices.
4. An ability to work collaboratively.

This is an individual case study report addressing all learning outcomes.

Individual Case Study

The case study company is Unilever United Kingdom (UK) and Ireland. See https://www.unilever.co.uk/

You are a junior analyst and have been asked to investigate the consumer goods industry in the UK and in particular the rising cost of living and availability of varieties. You will,therefore:

1. Consider the macro-environmental(PESTLE),Micro-environment (5forces Porter’s analysis by evaluating each force as high, moderate, or low), internal analysis of strategic capability (using Resources and capabilities analysis with the use of Jay Barney’s VRIO framework Or Michael Porter’s Value Chain Analysis) and undertake a TOWS analysis using a diagram to determine the Unilever’s current situation vis a vis their competitors.
2. Provide a consideration of their competitive strategies applying Porter’s Generic Strategies of competition framework and state the future methods of strategic expansion and directions available to Unilever.

3. Identify and discuss one of the potential business and corporate level strategies that can be pursued by Unilever to combat the weaknesses, threats, and opportunities identified for ensuring sustainable market share and growth. 

    

Note that this report is about applying and interpreting theory, models, and concepts from the module to the case study drawing on professional and academic resources. Your discussion should not focus on the description of the framework alone but on the implications this analysis does have for Unilever in the face of the rising cost of living and availability of varieties.

To be successful, you will need to access the respective corporate websites, relevant annual reports and analyst reports from the university online library. See https://www.bathspa.ac.uk/library/library-databases/This is a level 6 advanced module. At this stage you are expected to identify, critically evaluate, and apply relevant theory to business issues with insight and an evaluative stance. You will have a sound knowledge of secondary research, graphs, charts and will be able to intelligently make use of multiple sources of academic journals and professional resources from the online library. 

Assignment 1 (S1): Your Individual Report needs to be submitted through Turn-It-In, in Microsoft Word format. 

Deadline Time: 5:00 PM

Deadline Date: 31 July2026.

Word Count: 2,500 words (+ or - 10%). Word count excludes the cover page, a one-page (maximum) executive summary, a table of contents (that should include a list of figures and a list of tables), a relevant reference list and if necessary, a maximum of three,relevant, appropriate appendices. 

Assessment Guidelines

Your work should follow a business report structure. The following outline is a suggestion of what your report might contain. 

• Cover Page
• Executive summary 
• Table of contents
• Introduction to report(brief background on the company and the market where they operate)
• The purpose of the report (students should also give a brief account here of the research process focusing primarily on the secondary data collection)
• Evaluative discussion of Unilever, Macro-environment, Micro-environment, internal analysis of strategic capability, and TOWS
• Future competitive strategies 
• Future methods of strategic expansion and directions available
• Potential business and corporate level strategies 
• Conclusion and recommendation based of analysis of Unilever strategic position and choices.
• Reference list 
• Relevant, necessary appendices (maximum of three)
• Relevant tables and charts are encouraged in the main body, ifthere is a clear heading, source, and discussion of the relevance of each.

Academic writing support 

Professional reports should be grammatically correct, using UK English spelling, and be error-free with comprehensive in-text citations of all sources using the Harvard system.

It is strongly recommended that you make use of the university's academic writing and support services. Individual appointments are available from the university library and daily online Harvard referencing workshops are offered on a drop-in basis. See https://www.bathspa.ac.uk/library/writing-and-learning-centre/

In addition, your lecturer will be available for assessment workshops during class times during the final weeks of the course. You should not expect your lecturer to review an entire draft or give feedback by email.

Knowledge of concepts and contexts (40%)

Generally weak understanding of core concepts, with weak research into the case and/or sector. Some limited evidence of understanding concepts and relevance in use. The source material is weak.