Unilever's International Strategy

Unilever 's international strategies are global and transnational. These strategies allow Unilever to combine the benefits of global – scale efficiency with the benefit of local responsiveness. Many products of Unilever are standardized in the sense that they can be recognized in any countries that Unilever have their products at. The company's four biggest brands are Dove, Sunsilk, Rexona and Lux. These brands are being use by million of people from all around the world everyday. By considering the local preferences of different location, Unilever can better serve their customers. For example, the Doves shampoo is a well-known product of Unilever. The logo and the name stay the same in any countries but Unilever can change the ingredient to fit better to local preference. For example, in tropical countries where the weathers are hotter, the products should be more oil-free to keep customer’s hair from getting oily and dirty quickly. Another example taking local preferences in consideration of Unilever is Knorr. Knorr offer many different recipes mix and sauces in different countries. For example, in Vietnam, you can easily find the recipe mix for fish soup or stir fry sauces while in America, the most popular is pasta or gravies sauces.