This thesis analyzes possible strategies for Unilever, to retain the positive economic development with Lifebuoy Soap in Bangladesh and establish if Unilever by using CSR can achieve competitive advantages in a long run strategy at 5-10 years

Tom Vendelev Jørgensen

Student thesis: Diploma thesis


This thesis is written to the Board of Directors in Unilever. The purpose is through an analysis to find a long run strategy for Lifebuoy Soap in Bangladesh. Bangladesh and Lifebuoy Soap has by the Board been announced as key market1 within the next decade, because of the success in the country since 2002, and the remaining potential to increase the market share. The motivation, besides the fact that it is a key market, is to show how CSR and responsiveness in a local market can help a multinational company to succeed and create a win-win situation for both country and company. Unilever has through several years shown their surroundings, that despite of being one of the largest companies in the world within FMCG, they are capable of adapting to different cultures and markets – and have achieved from it. The point of origin is the current strategy which for the last 4-6 years has been successful and this is what this thesis will contribute with - a strategy on Lifebuoy soap that can extend the success for further 5-10 years.

EducationsGraduate Diploma Marketing Management and International Trade, (Diploma Programme) Final Thesis
Publication date2009
Number of pages79