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Multinational Company Profile

Multinational Company Profile

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Published by: salem_minh on Mar 29, 2010
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07/03/2013

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Multinational company
I. Introduction:
 
1. Profile: 
Unilever
is a multi-national corporation. It is working in three fields of action: home care, personal care, food. Ithas top brands; for example: Lipton, Hellmann. but they are one piece of all Unilever’s brands. There are more than179 000 employees who are working in 500 companies of Unilever in 100 countries; moreover, Unilever also appearsin 70 different markets in the world. Every year, UN gains profit about 40 billion euro.
Unilever
was founded in 1930 when 2 major companies, Margarine Unie and Lever sunlight merged. It has 2headquarters, one in London (UN PLC) and the other one in Rotterdam (UN NV), which have the same directors andact both successfully as single company because of an equalization agreement. Unilever’s shareholder, in bothEngland and Nether land, receive the same dividend. The Unilever PLC in London is responsible for administering theHome and Personal Care group. The Unilever NV in Rotterdam undertakes to operate Unilever Best foods and IceCream/Frozen Foods. Now, Unilever is:
-
The world number one in personal wash with fragrances and deodorants: Dove, Omo, Lynx.
-
The world’s third large food company after: Nestle and Kraft. Unilever has many leading brands in culinary foods,ice-cream, margarine and tea-based beverages: Knorr, Lipton, and Magnum.
-
The world’s second advertiser: 2006, about 4.5 billion $ was used to advertise in Unilever.Especially, Unilever joins climate leader “Unilever has a long-standing commitment to reducing greenhouse gasemissions. Over the past decade, we have successfully reduced our CO2 emissions in our own manufacturingoperations by more than 30% in absolute terms. Across the globe, we are partnering with interested stakeholders tomaximize results. As such, we are pleased to be working with the EPA and other industry leaders to ensure that wemaximize the impact of our climate change strategies on the environment.” Gavin Neath, SVP , Global CorporateResponsibility. Unilever’s mission
is adding
vitality to life:” feel good, look good and get more out of life “with allUnilever’s brand”.
 
 
After 77 years, now Unilever has very modern technology, special produced skill, fine service system, perfectselling and distribution systems, new working method, sensible marketing strategy…. They help Unilever to competeand protect their brand in difficult economy case now.2. HistoryUnilever was formed by the merger of British soap maker Lever Brothers and Dutch margarine producer MargarineUnie in1929. At that time, 2 parents company have their own factories and some small business places. Because of vegetable and marine oils, the main material for their products: margarine and soap, so in earlier, Unilever extended it business to many countries where can find the main materials easily and cheaply. It built and purchased manyfactories in Asia and in Latin American. In 1930’s Unilever entered Latin American ambitiously, daringly. In 1945-1980,
Unilever expand its business in Europe, mainly in the UK, the Netherlands, and West Germany
. Itdiversified new spheres:
 
frozen foods, fish production, fish restaurants, transport, animal feed, chemicals, and printing.In addition, Unilever 
expanded its core products:
soaps and detergents in the world strongly. In 1930’s , 90 % of Unilever’s profit belonged to soaps and detergents but in early 1980’s soaps and detergents brought to Unilever 40 % profit, the main profit belonged to frozen food, additive of food, ice-cream, tea, cosmetic, home care. In 1930’sEurope market contributed
 
20% common profit. After 50 years the profit figure in Europe market of Unilever wasdouble developing and Unilever, market was wide-open in
Asia, Africa, Latin American,
West Europe and
SNG
.
With 2 brands, Lipton and Brooke Bond, Unilever seizes 35 % in the world black tea product market
. In1972, Unilever purchased Lipton in UK and they already had Lipton in the US and Canada. In 1984, Unilever boughtBrooke Bond from another tea-US-company PG Tips with $618 million. Unilever became the worldwide marketleader in tea. In India, Unilever has been strong position in tea. India is the tea market leader of Unilever and Unilever is the most major buyer tea in India. But in 1985, Unilever paid only $1.20 a day for each picker In 1986:- Unilever successfully acquired Chesebrough Pond. It is the first step of Unilever to participate care sector.- With demanding oil to their core products, margarine and soap, Unilever took part in chemicals sector and had $ 2 billion business.

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