Introduction The competitive nature of many markets and the likely future prospect of continued economic turbulence as national and global economic fortunes vary requires that business managers continue to look for opportunities to improve performance. This will primarily be achieved by improving effectiveness in the areas of winning/retaining customers, developing organizational competence, and financial control. Unilever is a multinational company founded in 1911 by William Lever. Today, Unilever is the largest producer of branded consumer goods, including food and beverages, personal care products, and cleaning products. Unilever is a global company that operates in 100 countries with 227,000 employees (Unilever Home Page 2008). Objectives of Unilever The company’s objectives are to deliver the best possible quality and gain customer’s loyalty. Making marketing decisions is a subjective process. Unilever exercises judgment in specifying problems and their dimensions, in associating probabilities and payoffs with various courses, and in assessing outcomes. The process is one of narrowing the field of possible actions until the choice of the best one is achieved. Various tools and techniques that formalize these processes are useful, but insight and creative abilities are still among the greatest decision-making assets of executives (Kotler & Keller 2005). Following Unilever’s values statements: “Our corporate purpose states that to succeed requires “the highest standards of corporate behavior towards everyone we work with, the communities we touch, and the environment on which we have an impact “(Unilever Home Page 2008). Unilever pays special attention to communication with stakeholders and social responsibility issues. “Listening to others and learning from our stakeholders informs our decision-making, strengthens our relationships, and helps us succeed as a business” (Unilever Home Page 2008). For Unilever, marketing is also concerned with social well-being and competition. But, in addition, marketing is rooted in profitable business action. Striking a balance between profitable marketing practice and the national interest presents a difficult challenge (Bearden et al. 2004). Market Conditions The retail market is very fragmented in terms of demand and supply. Unilever operates in changing economic conditions and is faced with fierce market competition. The main competitor is P&G. Competitive markets have proven to be the most progressive economically and the most just socially. A market system responds to the wishes and standards of society. Competition and keen business rivalry assure customers of those items that best satisfy their wants and needs while rewarding the most efficient firms (Kotler & Keller 2005). By so doing, the marketing system serves as both a regulated and a regulating mechanism. Yet keen competition is not a natural occurrence. Legal guides and constraints are necessary to guard against restraint of trade, entry barriers, and deceptive business practices. For manufacturers and middlemen can restrain trade through such devices as price-fixing, sharing markets, or restricting entry (Company Profile of Unilever 2008, see appendix 1). Government regulation of the ret