1. Appendix 1
Figure 1- Business Units in USL
Figure 2- The Management Process
Source- Daft R.L New Era of Management ,11th
edition
2. Figure 3- MACROENVIRONMENTAL FACTORS (PLEASE CHECK)
Source- Daft R.L New Era of Management , 11th
edition
Figure 3- Porter’s Five Forces Analysis
Source-Crafting Strategies….
3. Figure 4- Three level planning architecture
Source- Daft R.L New Era of Management , 11th
edition
Figure 5- BCG Matrix
Source- Daft R.L New Era of Management , 11th
edition
4. Figure 6- Gaining competitive advantage
Source- Competitive Advantage by Michael E. Porter (1985)
Figure 7 – One team One plan
Adapted from Unilever Planning Handbook (2013)
Figure 8- Reporting Structure for USL
Reporting Structure for Unilever Sri Lanka
Unilever Hindustan - HUL
(Parent Company)
Unilever Sri Lanka - USL
(Executor)
5. Table 1- Vision and Mission of USL
Vision “Create A Better Future Everyday”
Mission “Adding Vitality to Life”
“We meet everyday needs of nutrition, hygiene
and personal care with brands that help people
look good, feel good and get more out of life”
Values Culture, Integrity, Pioneer, Respect
Figure 9- Annual Planning Process
Source Adapted from Unilever Planning Handbook (2013)
Figure 10- Integration of Brand Marketing Plan to Customer Marketing Plan
Source: Adapted from Unilever Planning Handbook (2013)
Annual Planning
6. Figure 11- Channel Breakdown of CMP
Source: Adapted from Unilever Planning Handbook (2013)
7. SWOT Analysis
Strengths
No.1 multinational in Sri Lanka with over 75 years’
experience in the Local Market.
State of the art factory situated in Horana.
Strong Distribution Network across the island.
Successful grass root level penetration through CSR
projects such as Dental camps.
Ability to learn from international success/failure
stories from local, regional & global teams.
Specialized MIS which provides access to Healthy
flows of data and information
Weaknesses
Time consuming decision making process due
to strategies requiring regional approval.
Lack of flexibility caused by adherence to
Global Norms relating to steps of decision
making process.
Inefficiencies in the production processes
High wastage which adds up to a significant
cost
Threats
Increase in prices of Raw materials resulting in
lower margins.
Considerable Employee turnover.
Competitive Oral care Market.
Growth in non-fluoridated Toothpaste market
Opportunity
Growth in the Oral Care Market due to more
public awareness
Emerging market of Tooth Sensitivity
provides a new focus area.
Expansion of Supermarkets and retail Outlets
islandwide.
Increasing income levels in rural parts of Sri
Lanka, with people seeking better quality of life.
Table 2 – SWOT for Oral Care
Figure 12- BCG Matrix for Oral care
LMarketgrowthrateH
L Relative market share H
Portfolio Analysis – Oral Care Category
Signal
Tooth Brush
Signal
Toothpaste
Closeup
];ljkm h
supplement
s
8. Table 3- Five Forces Analysis for Oral Care
Figure 13- Strategy Clock for Oral care
Medium5. Bargaining
power of
Buyers
3. Threat of
Substitutes
4. Bargaining
power of
Suppliers
Chinese substitutes have tried to enter the market, but due to the high competition none of them survived. Apart
from this the only substitute is tooth powder used by the rural population, which is being combated by USL’s
grassroots dental campaigns.
USL Oral Care has main two types of suppliers, who are the raw materials suppliers and finished good suppliers. Since
USL been a relatively big company the local suppliers have low bargaining power.
Very Low
Low
Since USL does not sell directly sell to the consumer, the buyer in this case would be Outlets. Majority of the outlets
are small scale with low bargaining power but super markets Sathosa, Cargill’s and Keels have significant bargaining
power and often command high margins.
2. Threat of
new entrants
The current economic conditions in the country (i.e. Taxation, per capita income levels) make it highly unlikely for any
foreign players to enter the market.
Medium
1. Industry
rivalry
Rivalry is very high due to high number players in the Oral Care Segment, both local conglomerates and multinationals.
Ayurvedic based local toothpaste market has grown aggressively.
Sensitivity based multinational products have started to capture the market
Very High
Figure 4.10 - Porter’s Five Force Analysis of Oral Care
