Strategic analysis of unilever (USLP 2012-2013)Roukaya Issaoui
This paper provide a brief analysis of the competitive environment of Unilever then a strategic analysis of Unilever and it’s position in each industry.
Unilever, one of the world’s largest and leading companies, acquired Lipton International in 1971 and
became a global leader in tea industry. Tea market is consistently growing and is dominated by Lipton
tea, Twinings Tea, in addition to Tetley Tea. Unilever's global brand development director of Lipton Tea
Michiel Leijnse faces a very important meeting with Unilever CEO in a few short hours. He has to make a
decision concerning sourcing Lipton Tea 100% sustainably, recommend strategies on how Lipton can
become credible with consumers, obtain sustainable certification, integrate sustainable practices into
Lepton's entire supply chain, and tell customers about it. The decision has to take into consideration the
financial implications in addition to indicating a reasonable return on investment. There are so many
issues relevant to resourcing Tea sustainably so we confined the problem statement to the three most
troublesome issues, namely: to become credible with consumers, obtaining sustainable certificate from a
credible partner and implementing farming sustainable practices. To fully understand Unilever's
situation, we ran a thorough analysis to assess Unilever situation in term of Industry Dominant Economic
Characteristic, the five competitive forces, the major Driving force of change, VRIN test for Resources
and Capabilities, SWOT analysis and Key Success factors for tea industry. Despite the many challenges
facing this initiative that would affect the outcome of the sustainable tea resourcing, all mentioned
analysis showed that this initiative is beneficial for Unilever. We highly recommend Unilever to adopt
and lead the transformation of the new Lipton brand, and to execute this option employing the highest
standards and best practices. Suggestion were made regarding choosing a certification partner who
possesses a significant overlap with Unilever’s strategic approaches, the usage of on- field training
programs to empower farmers with the required skills and the use of innovative marketing to
communicate credibility and the advantages of sustainable tea resourcing to consumers.
Strategic analysis of unilever (USLP 2012-2013)Roukaya Issaoui
This paper provide a brief analysis of the competitive environment of Unilever then a strategic analysis of Unilever and it’s position in each industry.
Unilever, one of the world’s largest and leading companies, acquired Lipton International in 1971 and
became a global leader in tea industry. Tea market is consistently growing and is dominated by Lipton
tea, Twinings Tea, in addition to Tetley Tea. Unilever's global brand development director of Lipton Tea
Michiel Leijnse faces a very important meeting with Unilever CEO in a few short hours. He has to make a
decision concerning sourcing Lipton Tea 100% sustainably, recommend strategies on how Lipton can
become credible with consumers, obtain sustainable certification, integrate sustainable practices into
Lepton's entire supply chain, and tell customers about it. The decision has to take into consideration the
financial implications in addition to indicating a reasonable return on investment. There are so many
issues relevant to resourcing Tea sustainably so we confined the problem statement to the three most
troublesome issues, namely: to become credible with consumers, obtaining sustainable certificate from a
credible partner and implementing farming sustainable practices. To fully understand Unilever's
situation, we ran a thorough analysis to assess Unilever situation in term of Industry Dominant Economic
Characteristic, the five competitive forces, the major Driving force of change, VRIN test for Resources
and Capabilities, SWOT analysis and Key Success factors for tea industry. Despite the many challenges
facing this initiative that would affect the outcome of the sustainable tea resourcing, all mentioned
analysis showed that this initiative is beneficial for Unilever. We highly recommend Unilever to adopt
and lead the transformation of the new Lipton brand, and to execute this option employing the highest
standards and best practices. Suggestion were made regarding choosing a certification partner who
possesses a significant overlap with Unilever’s strategic approaches, the usage of on- field training
programs to empower farmers with the required skills and the use of innovative marketing to
communicate credibility and the advantages of sustainable tea resourcing to consumers.
The Best slide I have ever created. Even I practically designed the slide. The animations are balaced than ever. I don't know when I will again create a slide like this. It is about the the functions of Management of Unilever. We all know the basic management consists of 5 steps. Planning, Organizing, Staffing, Leading & Controlling. Now how the worlds third largest consumer goods company does it. The datas are mixed with two perspective International and Bangladesi. But, this slide provides solid info. Hope you like it :)
Unilever is a multinational corporation selling consumer goods including foods, beverages, cleaning agents and personal care products. Unilever is a dual-listed company consisting of Unilever NV in Rotterdam and Unilever PLC in London.
Advertising: Presentation and promotion of ideas, goods, or services by an identifiedsponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures andcatalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads , and emails.
Principles of Hospitality Management
An detailed overview about Unilever
If you would like to download these slides, send me via: nguyenpuyen91@gmail.com with your purpose of download.
The Best slide I have ever created. Even I practically designed the slide. The animations are balaced than ever. I don't know when I will again create a slide like this. It is about the the functions of Management of Unilever. We all know the basic management consists of 5 steps. Planning, Organizing, Staffing, Leading & Controlling. Now how the worlds third largest consumer goods company does it. The datas are mixed with two perspective International and Bangladesi. But, this slide provides solid info. Hope you like it :)
Unilever is a multinational corporation selling consumer goods including foods, beverages, cleaning agents and personal care products. Unilever is a dual-listed company consisting of Unilever NV in Rotterdam and Unilever PLC in London.
Advertising: Presentation and promotion of ideas, goods, or services by an identifiedsponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures andcatalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads , and emails.
Principles of Hospitality Management
An detailed overview about Unilever
If you would like to download these slides, send me via: nguyenpuyen91@gmail.com with your purpose of download.
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A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
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3. Unilever is one of the world’s leading
suppliers of fast-moving consumer
goods. We aim to provide people the
world over with products that are
good for them and good for others.
Creating a better future every day
4. Our vision
● We work to create a better
future every day.
● We help people feel good, look
good and get more out of life
with brands and services that are
good for them and good for
others.
● We will inspire people to take
small everyday actions that can
add up to a big difference for the
world.
● We will develop new ways of
doing business that will allow us to
double the size of our company
while reducing our environmental
impact.
5. Fast facts - 2009
163,000
employees
at the end of
the year
20 nationalities
among our top tier
managers
More than 170
countries in which
our products are
sold
264 manufacturing
sites worldwide
€891 million invested
in R&D worldwide
€89 million
invested in
community
programmes
worldwide
6. People are the heart
of our business.
Our people
● We aim to create an environment
in which all employees can fulfil
their potential.
● Unilever is one of the world’s most
culturally diverse companies. Our
Board is made up of six
nationalities and the nine members
of the Unilever Executive come
from six different countries.
8. Scale and geographic reach
The Americas
€13 billion turnover
4.2% underlying sales
growth
32.3% of group turnover
AAC
€15 billion turnover
7.7% underlying sales
growth
37.4% of group turnover
Western Europe
€12 billion turnover
-1.9% underlying sales
growth
30.3% of group turnover
2009 turnover €39.8 billion
9. ● Good broad-based underlying sales
growth of 3.5%
● Underlying volume growth of
2.3% – accelerating through the
year
● Increased investment behind our
brands
● Return to strategic acquisitions
including TIGI and Baltimor
● Named International Supplier of
the Year by Tesco for the fourth
year running
Operational achievements in 2009
Sales growth 3.5%
Volume growth 2.3%
10. Savoury, dressings and spreads
● Turnover of €13,256 million
● Underlying sales growth of -0.1%
Category highlights in 2009
Personal care
● Turnover of €11,846 million
● Underlying sales growth of 5.3%
Ice cream and beverages
● Turnover of €7,753 million
● Underlying sales growth of 4.0%
Homecare & other
● Turnover of €6,968 million
● Underlying sales growth of 7.1%
13. Our deep roots in local cultures and markets around the world give us our strong
relationship with consumers and are the foundation for our future growth. We
will bring our wealth of knowledge and international expertise to the service
of local consumers – a truly multi-local multinational.
Our long-term success requires a total commitment to exceptional standards of
performance and productivity, to working together effectively, and to a
willingness to embrace new ideas and learn continuously.
To succeed also requires, we believe, the highest standards of corporate behaviour
towards everyone we work with, the communities we touch, and the
environment on which we have an impact.
This is our road to sustainable, profitable growth, creating long-term value for
our shareholders, our people, and our business partners.
Our corporate purpose
14. Our ambition is to win share
and grow volume in every
category and country.
Unilever’s growth priorities
Winning with brands and
innovation
● Deliver superior products, design,
branding and marketing
● Bigger, better, faster innovations
● Appeal to more consumers across
needs and price points
Winning in the marketplace
● Lead market development
● Win with winning customers
● Be an execution powerhouse
Winning through continuous
improvement
● Lean, responsive and consumer-led
value chain
● Drive return on brand support
● Agile, cost-competitive organisation
Winning with people
● Organisation and diverse talent
pipeline ready to match our growth
ambitions
● Performance culture which respects
our values
● Leverage our operating framework
for competitive advantage
15. Our deep roots and early
engagement in D&E markets
give us invaluable consumer
insight:
● Understanding of the local
consumer
● Brands and products across a
wide range of income levels
● Critical mass on the ground
● Corporate reputation with local
stakeholders and talent pool
Leveraging our scale brings
us advantages over local
competition:
● Global portfolio of brands and
categories
● Dedicated R&D investment
● Shared values and standards
of behaviour
Local roots with global scale
LOCAL ROOTS GLOBAL SCALE
16. Of the 6.8 billion people in the world today, 5.9
billion live in developing and emerging markets
– countries such as Brazil, India and Indonesia
where Unilever has deep roots and a wide
presence. We already reach many more
consumers than our competitors in these
markets.
The D&E opportunity
% 2004
Sales
% 2009
Sales
North
America
23%
Western
Europe
38%
D&E
36%
Other
developed
3%
North
America
16%
Western
Europe
30%
D&E
50%
Other
developed
4%
19. Top 25 brands =
almost 75% of Unilever’s
sales*.
* As at end 2009
Big global brands
20. Categories
Deliver global platforms
Responsible for:
● Brand development
● Innovation
● Research and development
Accountable for:
● Medium/long-term market
share
● Brand health
● Innovation metrics
● Category value creation
Regions
Execute on the ground
Responsible for:
● Managing the business
● Deploying brands and
innovations
● Customer management
Accountable for:
● Short-term market shares
● Growth
● Profit
● Cash flows
Clear, distinct,
complementary roles.
Regions and categories
21. Unilever Foodsolutions is one of the world’s leading foodservice businesses.
● Works closely with customers, including caterers, restaurateurs and major
hotel and fast-food chains, to create food solutions that help grow their
business.
● Operates in 68 countries worldwide, employing 4,700 people, including 230
chefs.
● Holds leading positions in bouillons/bases, seasonings, sauces,
soups, dressings, tea and desserts.
● Unrivalled combination of:
− Consumer insight
− Customer understanding
− Chefmanship® – culinary passion and expertise
− Well-known brands.
Foodsolutions
23. €15.3 billion spent on raw materials
and packaging from over
10,000 suppliers in 2009.
Raw materials and ingredients
Our share of world volume:
Preliminary data pending audit.
24. 264 manufacturing sites.
Continuous improvement in
eco-efficiency in factories
(1995–2009):
● 41% reduction in CO2 from
energy
● 65% reduction in water use
● 73% reduction in total waste
Manufacturing
Preliminary data pending audit.
25. Around one-fifth of Unilever’s
sales are through ten major
retail chains.
Our products are sold in over
10 million small shops in
developing and emerging markets.
50% of sales from developing and
emerging markets.
Distribution and retailing
26. Unilever manages a number of
partnerships globally.
Customer partnerships
27. 2 billion consumers use a Unilever
product on any day.
Top 13 brands with combined sales
of €23 billion in 2009.
€5.3 billion invested in advertising
and promotion.
€891 million invested in R&D.
Consumers
29. Unilever is a world leader in
research and development
(R&D).
Innovation driving growth 1
● €891 million invested in R&D in
2009
● At least 250 new patent
applications filed each year
● A portfolio of more than 20,000
patents and patent applications
30. Competitive advantage
through an integrated R&D
programme.
Innovation driving growth 2
● More than 6,000 R&D
professionals
● 6 strategic R&D laboratories
delivering groundbreaking
technologies
● 31 major development centres
developing and implementing
product innovations
● 92 locations around the globe
with R&D teams implementing
innovations in countries and
factories
31. Focused efforts that swiftly
bring bigger innovations to
market.
Innovation driving growth 3
Knorr Stock Pot
revolutionises bouillon
with a format that
provides a more
authentic bouillon.
Small & Mighty
is the industry’s first
super-concentrated
liquid detergent, using
one-third of the
packaging, one-third of
the water and one-third
of the transport of
dilute liquids.
Dove Body Wash
Uses proprietary
NutriumMoisture
technology, earning its
scientifically-proven
claim to provide
‘effective natural
nourishment’.
33. Helping society through
our products and
programmes.
• 133 million people reached by Lifebuoy
handwashing programmes since 2002
• 15 million people in 3 million
households in India provided with safe
drinking water through Pureit
• 44% of our products in line with
internationally accepted guidelines for
saturated and trans fats, sugar and salt
• Nearly 17 million school meals
delivered to 80,000 children in 2009
through our partnership with the World
Food Programme
• 45,000 women entrepreneurs reach 3
million consumers in 100,000 Indian
villages selling Unilever products door
to door
Social
34. * Measured by tonne per production. Preliminary data pending audit.
• We are committed to sourcing all palm
oil from certified sustainable sources by
2015
• 15% of the tea we use globally is
sourced from Rainforest Alliance
CertifiedTM
farms
• Over the period 1995–2009 we have
achieved reductions of:
• 41% in CO2 emissions*
• 73% in total waste*
• 65% in water usage*
Eleven years as sector leader of
the Dow Jones Sustainability Indexes.
Our goal is to double the size of the business whilst
at the same time reducing our environmental
footprint. This encompasses the whole value chain –
from the sourcing of raw materials through to
consumer use and disposal of our products.
Environmental
35. Working in partnership is crucial in
developing and delivering some of
our major sustainability
commitments.
UN World Food
Programme: to feed
hungry children and
improve their nutrition
World Heart Federation:
to promote heart health
Global Alliance for
Improved Nutrition: to
co-create new
approaches in food
fortification to address
malnutrition
FDI World Dental
Federation: to improve
oral health
Global Public-Private
Partnership for
Handwashing with soap:
to promote good
hygiene practice
UN Global Compact: to
align business operations
and strategies in the
areas of human rights,
labour, environment and
anti-corruption
Our principal global partnerships are
with:
Working with others
37. Unilever was formed in 1930 from two
companies: Margarine Unie and Lever Brothers.
Legal structure and governance
Margarine Unie
(Netherlands)
Lever Brothers
(UK)
● It was a full business merger, operating
as a single business entity.
● Two separate legal parent companies
have been maintained:
o Unilever NV (Netherlands) and
Unilever PLC (UK).
● This works through an equalisation
agreement and other contracts between
the two companies.
38. A global management team
Sandy
Ogg
Chief HR
Officer
Geneviève
Berger
Chief R&D
Officer
Michael Polk
President
Global Foods,
Home &
Personal Care
Harish
Manwani
President
Asia, Africa
and Central
& Eastern
Europe
Doug
Baillie
President
Western
Europe
Dave Lewis
President
AmericasPaul Polman
Chief Executive
Officer
Pier Luigi
Sigismondi
Chief Supply
Chain Officer
Jean-Marc
Huët
Chief
Financial
Officer
Keith Weed
Chief Marketing
and
Communications
Officer
39. Board of Directors
Chairman
Michael
Treschow
Paul Polman
Chief
Executive
Officer
Jean-Marc
Huët
Chief Financial
Officer
Executive
Directors
Non-Executive
Directors
The Rt Hon
The Lord Brittan of
Spennithorne QC, DL
Wim Dik Louise
Fresco
Ann Fudge Charles
Golden
Byron Grote
Narayana
Murthy
Hixonia
Nyasulu
Kees Storm Jeroen van
der Veer
Paul Walsh