BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC HOA SEN

----------

INTERNATIONAL BUSINESS MANAGEMENT

TOPIC:

UNILEVER'S INTERNATIONAL BUSINESS AND

STRATEGY
Lecturer : Phạm Thị Ngọc Bích

Members : Nguyễn Bá Vinh-2170553

TP. Hồ Chí Minh, tháng 01 năm 2022

 BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC HOA SEN

----------

INTERNATIONAL BUSINESS MANAGEMENT

TOPIC:

UNILEVER'S INTERNATIONAL BUSINESS AND

STRATEGY
Lecturer : Phạm Thị Ngọc Bích

Members : Nguyễn Bá Vinh-2170553

TP. Hồ Chí Minh, tháng 01 năm 2022

 PLEDGE
“We have read and understood the academic integrity violations. We pledge with
personal honor that this work is our own work and does not violate academic
integrity.”
 ABSTRACT
Currently, statistics show that the percentage of students who are unemployed upon
graduation accounts for a high proportion and most of the main reasons are not
equipped with enough practical knowledge beyond books, not attaching importance
to the issue of high school students. practical problems or lack of soft skills on
teamwork, problem-solving skills, writing skills and opinion presentation, etc.
Therefore, in order to create favorable conditions for students, students have
outstanding advantages compared to other students. With the common ground in
Vietnam, Hoa Sen University has included in the training program the subject "
International Business Management " - an important subject that gives students
knowledge about relevant social realities. Regarding foreign trade, import and export
activities are happening all around us.

The report is a summary of our team's experience through research and synthesis
under the guidance of Ms. Pham Thi Bich Ngoc with the main objective of
researching the multinational company Unilever, specifically here Unilever's business
activities. During the implementation of the group, we had the opportunity to learn
through the skills of gathering, searching, selecting, and synthesizing information. Of
course, certain difficulties cannot be avoided. But with determination and solidarity,
our group has successfully completed the research and drawn for each member what
he lacks.
 THANK YOU
With this report completed, we would like to extend our special gratitude to Ms.
Pham Thi Ngoc Bich - Lecturer of International Business Management at Hoa Sen
University, who contributed to guide and answer questions, correcting and
commenting on errors throughout the group making this report.

In addition, thank you to all team members who actively contributed time, knowledge
and ideas to the report.

Our team would like to thank all the members of our class for their mutual support,
contribution and building on the course over the past semester.

VI
 LECTURES’S EVALUATION
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VII
 TABLE OF CONTENTS
PEER EVELUATION.........................................................................................................................III
PLEDGE...............................................................................................................................................IV
ABSTRACT...........................................................................................................................................V
THANK YOU.......................................................................................................................................VI
LECTURES’S EVALUATION.........................................................................................................VII
TABLE OF CONTENTS.................................................................................................................VIII
TABLE OF FIGURES..........................................................................................................................X
LIST OF IMAGES................................................................................................................................X
FOREWORD..........................................................................................................................................1
PART 1: INTRODUCTION TO UNILEVER.....................................................................................2
1.1. Unilever International Corporation....................................................................................................2
1.2. Unilever's history...............................................................................................................................2
1.3. Unilever's mission.............................................................................................................................2
1.4.Unilever's leadership..........................................................................................................................2
1.5. Unilever's brands...............................................................................................................................3
PART 2: UNILEVER’S INTERNATIONAL BUSINESS STRATEGY.........................................5
2.1. International strategy.........................................................................................................................5
2.2. Multinational strategy........................................................................................................................5
2.3.Transnational strategy........................................................................................................................6
2.4.HR strategy.........................................................................................................................................6
2.5.R and D strategy.................................................................................................................................7
Summary.................................................................................................................................................7
PART 3: ANALYZE ORGANIZATIONAL ARCHITECTURE IN GLOBAL MARKET............8
PART 4: ANALYZE AN ACTIVITY IN INTERNATIONAL BUSINESS....................................12
4.1.Global Human Resource Management in Uniliver...........................................................................12
4.2.Working environment at Unilever....................................................................................................12
4.3. Create an open working environment..............................................................................................12
4.4. Unilever's HR training strategy.......................................................................................................12
4.5. Human Resources Department is a strategic partner department.....................................................13
4.6. Human resources system at Unilever...............................................................................................13
4.7. Differentiated senior staff training plan...........................................................................................13
4.8. Training future human resources of Unilever company...................................................................14
4.9. Actively promote corporate culture and comprehensive HR care....................................................14
POLICY IMPLICATION.................................................................................................................16
CONCLUSION..................................................................................................................................18

VIII
REFERENCE......................................................................................................................................20

IX
 TABLE OF FIGURES
FIGURE 1: UNILEVER ORGANOGRAM

LIST OF IMAGES
Picture 1: “Unilever’s Executive Leadership Team (ULE)”
Picture 2: “ Product brands at Unilever”
Picture 3 :“ Unilever Vietnam and strategic partners carry out the launching
ceremony of the survey "Best place to work in Vietnam 2020”

X
 FOREWORD
In recent years, it can be said that Unilever is one of the leading multinational
companies in the world. When it comes to Unilever, everyone knows how influential
and influential this company is to everyone. It is also the fear of rival companies in
the consumer goods market. To become what it is today, Unilever has had the right
business strategies, creativity and innovation, the company has brought into full play
its inherent strengths to be able to make the most of opportunities in the market,
bringing huge source of revenue. Therefore, our team decided to analyze and research
Unilever's international business strategies, in order to know and learn what the
company brings.

Research Methods: Research and conduct actual surveys. By searching for

information and knowledge in books and the Internet, combining the knowledge
learned in school. Through the survey method, we can draw relevant data from which
to summarize the data and draw our own conclusions..

The report layout includes:

PART 1: INTRODUCTION TO UNILEVER

PART 2: UNILEVER’S INTERNATIONAL BUSINESS STRATEGY
PART 3: ANALYZE ORGANIZATIONAL ARCHITECTURE IN GLOBAL
MARKET
PART 4: ANALYZE AN ACTIVITY IN INTERNATIONAL BUSINESS

1
 PART 1: INTRODUCTION TO UNILEVER
1.1. Unilever International Corporation
At the time of the company's founding, the founders of that time set Unilever's mission
to Invigorate Life, that is "to energize people to live well, and ever since Unilever put
that mission first.And The meaning of this mission is that Unilever hopes its products
will be used by people in a useful and useful way. Up to now, Unilever has done what
they want. is to create useful products from children to all ages. Proof of this is that
Unilever's famous brands are very diverse from washing powder, shampoo, toothpaste,
tréseme,..."

1.2. Unilever's history

Unilever is a leading multinational company specializing in FMCG. The company has
its headquarters in two cities London, England and Rotterdam, Netherlands.
Explaining this, Unilever is the result of the merger of two businesses Lever Brothers
of the UK and Margarine Unie of the Netherlands in 1930. The products that Unilever
specializes in manufacturing are very diverse, including: Cosmetics,
shampoo,toothpaste, washing powder, and more.
1.3. Unilever's mission
At the time of the company's founding, the founders of that time set Unilever's mission
to "To add vitality to life", that is "to energize people to live well, and ever since
Unilever put that mission first.The meaning of this mission is that Unilever hopes its
products will be used by people in a useful and useful way.Up to now, Unilever has
done what they want. is to create useful products from children to all ages. Proof of
this is that Unilever's famous brands are very diverse from washing powder, shampoo,
toothpaste, ... "

1.4 . Unilever's leadership

At Unilever, the 25-person leadership team is divided into three main groups and four
subgroups: CEO, non-executive director and secretary.

Group of CEOs: 2 people

Mr. Alan Jope – CEO

2
Mr. Graeme Pitkethly – Chief Financial Officer

Executive Leadership Team (ULE): 10 people

Picture 1: “Unilever’s Executive Leadership Team (ULE)”

Cre:Unilver

Secretarial team: 1 person

1.5. Unilever's brands

Unilever is a consumer goods corporation that owns big brands such as Lipton,
Hellman's, Close-up, Surf, Omo, Dove,...

3
 (Source: Unilever)

Picture 2: “ Product brands at Unilever”

Unilever grew strongly because of acquisitions and acquisitions taking place on a

global scale. Big names in the world such as Lipton (USA and CAN), Pepsodent
(USA), Bachelors (UK), ... have been acquired by Unilever. Making good use of its
opportunity, Unilever has continued to expand into many industries in canned and
ready-to-eat foods such as ice cream and bottled water with brands that are trusted
around the world.

4
 PART 2: UNILEVER’S INTERNATIONAL BUSINESS
STRATEGY
Unilever is a famous multinational corporation. To become successful in foreign
markets, Unilever has developed and implemented effective international business
strategies.
2.1. International strategy
International strategy is a competitive strategy that aims to increase profits by
transferring and exploiting a wide range of best products for the world market.
Products will be designed, developed, manufactured and sold in the domestic market
first, and then exported to foreign countries with a suitable degree of correlation; or
products are designed entirely in the country, while the production and sale can be
assigned to foreign branches.
Unilever has implemented its international strategy as follows:
+Using a market approach that is essentially the same in every country in which the
group is present (only minimal local requirements are met)
+Sell many of the same products everywhere (make necessary minor adjustments to
suit the preferences and needs of local countries)
+Build a global brand and centrally coordinate your business activities around the
world
=>For this international business strategy of Unilever, the company has transferred its
advantages abroad, taking advantage of production experience as well as advantages
in products and skills to compete in the market. However, with an international
strategy, Unilever has not been able to meet the unique needs of each different
locality and country.
2.2. Multinational strategy
Multinational strategy is a competitive strategy that aims to increase the value of
products (and thereby increase profits) of enterprises by adapting products to each
foreign market.
Unilever's international business strategy at this stage allows each overseas subsidiary
to take over the production, sales, marketing and distribution of products in that

5
market. Each company will be a separate profit center and is solely responsible for its
own business.
A multinational strategy allows managers in each company to develop products and
implement marketing strategies tailored to local preferences and tastes, and to adjust
sales strategies and distribution systems. coordinated with the retail system in each
market.
=>However, this strategy also has certain limitations such as: difficult to specialize,
or overlap between departments and resources. Duplication of work in each region
because subsidiaries have similar value-creating activities in different locations,
rather than focusing on the most efficient location.
2.3.Transnational strategy
A transnational strategy is a competitive strategy that aims to increase profits by
reducing costs. The transnational strategy will be chosen when businesses are at risk
of facing great pressure to cut costs and adapt to local conditions.
Business units have high decision-making power in applying the form of basic
business activities such as production and marketing (to adapt well), and at the same
time have linkages with each other (to reduce costs).
The reasons why Unilever chooses a transnational strategy for its international
business strategy can be mentioned as follows:
+Pressure for local adaptation is high: due to different tastes in each country and
differences in the policies of the host country.
+Pressure to reduce costs is high: there are more domestic manufacturers with large
and modern production lines to compete
Some of the key transnational activities in Unilever's international business strategy
include:
+Research & development
+Production
+ Logistics and supply chain activities
+ Marketing activities
2.4.HR strategy

6
Unilever always attaches great importance to human resources as a breakthrough in
quality for sustainable and long-term development for the company.Unilever has built
a team of professional local staff who regularly check the market so that it can be
easily done grasp the market needs quickly and clearly so that the company can
promptly make appropriate strategies.
Unilever regularly has training programs for employees to improve their skills and
access to new technology. In addition, Unilever also has a very effective policy of
attracting human resources, which is looking for human resources from university
and college students.
In addition, the company's remuneration policy for specific staff in terms of salary,
bonus and welfare regimes is very attractive and worthy. Unilever's point of view is
''development through people''.
2.5.R and D strategy
Contributing to Unilever's success, it must be mentioned that the R and D department,
Unilever always focuses and promotes R and D.Unilever builds RD in most regional
markets to be able to stick to and understand the needs of customers in market . From
there, the analysis is accurate and convenient. Currently, Unilever has 31 global R
and D centers and 90 regional R and Ds.
The R and D division often conducts thorough analysis before entering the market.
For example, Faith And Lovely lotion, Wall.Unilever cream all have careful analysis
and evaluation before launching products and this has brought success for the
company, because all customers trust.
=>Summary
To become one of the famous multinational corporations, Unilever has built and
implemented effective international business strategies. Key strategies in Unilever's
international business strategy include:
+International Strategy
+Multinational strategy
+Transnational strategy
+ HR strategy,R and D

7
 PART 3: ANALYZE ORGANIZATIONAL ARCHITECTURE IN
GLOBAL MARKET
Unilever’s organizational architecture is responsible for ensuring adequate support for
product innovation in the firm’s global business, and at the same time, also adapts to
the customer need in each locality. At present, the firm maintains an architecture that
addresses corporate needs in terms of managing product types across the world.

A product type divisional organizational structure is put to use in Unilever that is

divided into components based on their product center. For instance, the company has
a division for food and refreshment products and another division for personal care
products. The following are the main characteristics of Unilever’s organizational
structure:

+Geographic divisions (least significant feature)

+Corporate executive teams

+Product type divisions (most significant feature)

The secondary characteristic of Unilever’s organizational structure is corporate teams

which are found on business functions. For instance, Unilever has a team for
commercial and another team for personnel. These teams make up the Unilever
Leadership Executive (ULE) group. The following are the corporate executive teams
in Unilever’s organizational structure:

8
 Figure 1: Unilever Organogram

Geographic division is a small but equally important feature of Unilever's

organizational architecture. The company uses this architectural feature to support area
strategies. For instance, Unilever's marketing strategy for Americans differs from that
applied to the Asian consumer goods market. In addition, this corporate structure
feature is used to analyze a firm's financial performance. The following geographic
divisions are maintained in Unilever’s organizational structure:

+Asia/AMET/RUB (Africa, Middle East, Turkey; Russia, Ukraine, Belarus)

+The Americas

+Europe

Since the 2000s, international integration has taken place strongly in many aspects
with the appearance of many economic and trade blocs in the world. In order to keep
up with and adapt to the tremendous and rapid changes from the international business

9
environment, Unilever has implemented organizational restructuring. With the aim of
focusing on the strengths of the company's products and diffenrentiate their products
from the opponents, Unilever has transformed from a worldwide area structure to a
global matrix structure. The global matrix structure is organized as follows:
Unilever maintains the following product type divisions in its organizational
structure: personal care; home care; foods and refreshment. For instance, Unilever's
food group in Europe, headquartered in Rotterdam, focuses on trading food brands in
Western and Eastern Europe. Within the same product group within the same region
there are still differences, for example, many food brands in North America are
different from those in Europe.
+Consolidate 300 companies into 10 group
+Catalog of goods reduced from 1600 to 400
+Acquisitions and mergers of well-known brands, such as Paula's Choice
+Reduce the number of factories from 380 to 300 (in 2018)
+Apply new management theories
Implementing the global matrix structure that helps Unilever save production costs,
maximize production lines, and at the same time, for each territory and country, but
also differentiate the products.
On the other hands, product differentiation is more challenging and difficult to
maintain than cost minimization, especially for essential commodities. Even though
geographic divisions are one of its structural features, the company focuses more on
product type divisions. As a result, support is limited for specific market or territorial
strategic reforms.
Most multinational companies as Unilever have a very cumbersome and complex
organizational structure, following the current trend of multinational companies
trying to streamline their organizational structure to become more flexible. Unilever
is no exception, currently the business is implementing a plan to merge the functional
parts of the headquarters in UK and the Netherlands, this plan helps Unilever save
huge costs for businesses.
Thus, to enhance this organizational architecture, a suggestion is that Unilever

10
appertains to increase its emphasis on geographic divisions to empower area
managerial teams. Such architectural change increases strategic effectiveness in
territorial consumer goods markets.
In conclusion, Unilever is implementing organizational architecture in an intelligent
way that supports the firm to be one of the fifty most popular brands in the world.
Widely popular Unilever brands are consumed globally such as Lipton, Knorr,
Cornetto, Omo, Lux, Vim, Lifebuoy, Dove, Close-Up, Clear, Vaseline, ... With over
millions of dollars in revenue per brand, Unilever is proving to be one of the most
successful multinational corporation in the world in the consumer healthcare
business. Together with Procter & Gamble (P&G), Unilever currently dominates the
world in these products.
Each model and structure is only suitable at a certain time because globally economic
and competitive situation always change and develop day by day, therefore Unilever
should always have a plan to change and adapt to the situation.

11
 PART 4: ANALYZE AN ACTIVITY IN INTERNATIONAL
BUSINESS
4.1.Global Human Resource Management in Uniliver
Nowadays, integration into the world economy is of great interest to countries, not
only international businesses but also domestic enterprises have the opportunity to
develop. To be able to reach out to the world, domestic enterprises must have a plan
to develop human resources in the labor market. Besides, what businesses need to pay
attention to is attracting, training and retaining talent .
4.2.Working environment at Unilever
The working environment at Unilever is friendly, open and professional. Senior
leaders and managers at Unilever always try to create conditions and opportunities for
employees to develop their potential and capacity. Unilever always has an attractive
remuneration for employees. Employees here have many opportunities to work,
explore new areas to improve themselves.
4.3. Create an open working environment
At Unilever, the profits and bonus regulations and the remuneration regime for
human assets are evaluated the best. The running surroundings right here is preferred
via way of means of the bulk of personnel as professional, with excessive
remuneration, pleasant and open colleagues. At Unilever, the management in addition
to the control tiers create open possibilities for personnel who need to enhance
quickly.With a fairly high salary, while personnel move on a enterprise trip, they're
additionally entitled to benefits (gasoline, accommodation) and different benefits
(bonus for accomplishing targets, social insurance, and fitness insurance).
In addition, Unilever constantly develops new employees plans and trains overseas
employees. Here, personnel have the possibility to take part in inner schooling
abroad, additionally with colleagues in different countries. It offers the possibility to
analyze and paintings better.
4.4. Unilever's HR training strategy

Different from the Human Resources Department of different enterprises, Unilever

12
plans the Human Resources Department to be the center place, the locomotive for the
whole enterprise. Unilever constructed Human Resources Department into Strategic
Partnerships Department.
Instead of simply imparting regular training plans, welfare assist programs, and
income planning, it have to additionally assist join businesses. The Strategic
Partnership Department will make contributions to the enterprise method, assisting to
enhance capability and hard work productivity, for you to be deliberate and
implemented, in step with the enterprise method of the enterprise.
Department heads, crew leaders have to coordinate with the Strategic Partnership
Department to increase a first-rate and powerful human useful resource plan for every
branch. Personnel in every branch want to have an amazing knowledge of the job,
company way of life and colleagues. Heads of departments and senior control act as
catalysts and advisors for personnel to fast adapt to the brand new environment.
Whether personnel are connected to the enterprise or not, whether or not the first-rate
and amount of personnel are solid and advanced will rely on the employees plan.
4.5. Human Resources Department is a strategic partner department
This is the most important part of the entire enterprise system. Human Resources
Department is the place to connect members in the company. Here, high-level
candidates are recruited and become the most potential and qualified resources of the
company. Unilever's human resources strategy focuses on forming a team of high-
quality human resources with specialized knowledge as well as extensive knowledge
in all economic and social aspects.
4.6. Human resources system at Unilever
With close coordination between employees, between superiors and subordinates,
Unilever always creates a bond of cohesion, bringing the highest efficiency in work.
In order for employees to want to be with the company for a long time, Unilever's
management and leaders always create reciprocal interactions so that people get
closer to each other and quickly get used to the working environment.
4.7. Differentiated senior staff training plan
Specifically, the plan to have interaction and teach employees at Unilever is to rent
representatives from every cooperation branch withinside the Department of Strategic

13
Partnerships. Periodically, the departments withinside the enterprise, relying at the
exceptional workplaces across the world, will keep conferences and discussions. The
referred to problems cognizance on enhancing the fine of human resources, thereby
growing the commercial enterprise of every department to the corporation. The head
of the branch will together devise employees education plans, the desires and
approaches of enhancing the potential of personnel, and recruiting expertise
withinside the future.
Meetings take area throughout, supporting Unilever have an up to date guiding
principle consistent with annual human useful resource planning. It allows Unilever
constantly have sturdy improvement 12 months with the aid of using 12 months, and
appeal to greater expertise to the commercial enterprise.
New personnel withinside the commercial enterprise are constantly invested and
evolved in phrases of understanding and skills. Roles, obligations and obligations for
every job, individual, team, and commercial enterprise.
4.8. Training future human resources of Unilever company
Unilever: Developing a human resource training strategy in stages
Employees at Unilever, whether new or old, are equal, creating an open working
environment that offers many opportunities. Unilever allows expanding opportunities
for employees to learn to higher positions such as leaders, department heads, etc. The
human resource training strategy at Unilever is indeed a big step forward for the
company.
4.9. Actively promote corporate culture and comprehensive HR care
Corporate culture contributes to promoting the brand of the business. Corporate
culture is the intangible asset of every business. Therefore, Unilever always builds a
strong brand image with its own values and mission, forming a strong solidarity
group. Unilever is constantly innovating its products to bring the perfect experience
to customers.
Not only focusing on the working environment, working methods and expertise of
employees, Unilever also has a regime to take care of employees' lives and health.
This makes employees feel valued and cared for by the business. Help them want to
be with the business for a long time. This is one of the HR strategies to attract talend

14
 Cre: Uniliver Viet nam
Picture 3:“ Unilever Vietnam and strategic partners carry out the launching
ceremony of the survey "Best place to work in Vietnam 2020”
Unilever's sturdy economic performance, fantastic human assets approach and
precious staff have had a effective effect at the company's equities business.
Considering the effective fashion in sales and profit, it is able to be stated that
Unilever's internet profits will preserve to growth withinside the destiny periods, so
as to have a effective effect at the company's inventory business. Before this
information, it can be said that Unilever stock is a 'buy'.
Any business/company has its own HR strategies, associated with the brand's own
mission. Through sharing about Unilever's human resource strategy, let's take people
as the core for the development of the business. If you want to succeed, you must
respect people.

15
 POLICY IMPLICATION
To increase revenue, Unilever wants to expand the market by selling more existing
products to new segments. For example, “Unilever makes Lipton specifically for
people who need healthy drinks. The diverse products give consumers many choices
and are Unilever's first choice when buying”. By entering new markets and creating
new varieties, Unilever's sales prospects are bright, as they are able to produce a wide
variety of product packaging while maintaining the concept of being eco-friendly.
This will also help the sale of a wider range of health products of many brands.
Unilever's brands will keep sales because of their great reputation in the market and.
Unilever must also use product diversity as a driving force to improve the company's
efficiency. Unilever's online marketing medium should include Twitter, Facebook,
Instagram and YouTube for global marketing. Unilever needs to let people know
what they're doing, and followers will have access to the official website to learn
more, and ultimately grow leads. For example, “Unilever may publish several
questionnaires to measure customer satisfaction, and promote their products through
social platforms, such as publishing promotional videos or images. , customers can
receive coupons. Unilever needs to learn how to improve on its own weaknesses from
the strengths of other companies”.
Unilever's weakness lies in its products that are easily copied by competitors.For
example, “other companies will copy Unilever's products, such as Dove and Rexona,
even if the company invests heavily in the system that makes the product. During this
Covid-19 pandemic, Unilever can promote more widely, such as hygiene products
and personal care products that kill bacteria or germs. Unilever will build community
engagement and social support by promoting active social industrialism. For
example, Unilever should organize skills workshops on employability and
entrepreneurship for young people, to develop the skills needed for their jobs”.
This can quickly promote the product of the business. While all companies that make
consumer products will face major disruptions due to the epidemic, Unilever has
many brands and regions selling its brands, so it has an advantage. If a customer is
not satisfied with the quality of the product, it is really a matter of great concern
=> Therefore, Unilever gives customers good service to avoid the situation that users
16
feel unsatisfied. Because Unilever is a manufacturer of consumer goods and food,
Unilever products are often sold in supermarkets and convenience stores, where
customers rarely know that the product is Unilever.

CONCLUSION

17
In modern society, people are often busy with work and life. Time to take care of
yourself and family is increasingly limited. With a busy life and little time,
consumers always want to use products that are complete and have many outstanding
features, bringing high convenience. A business that wants to stand firmly in the
market needs to be sensitive to the needs of consumers, thereby setting up effective
communication, advertising and production strategies. Unilever is a multinational
company that has done all of the above. The most convincing evidence is that
Unilever's products are available in supermarket stores around the world. Since being
present in the market until now, Unilever has always been innovating and creating,
thanks to the right production strategy and path, promoting its image in the
international market.
Unilever has created ambitious goals and ambitions to dominate the market in 2020
to not only improve the future of the environment but also because the cost efficiency
of the market is beneficial to the growth of their company. Unilever has made great
progress from being a difficult competitor to becoming a close partner of small and
medium enterprises. A popular producer of many well-known HPC brands and foods
that "help people feel happier, more radiant and more energetic". This readiness has
directly and indirectly brought positive benefits to the country where Unilever invests
and enters in order to create stable jobs, develop technical and human capacity and
promote economic growth promote the implementation of national priorities through
projects on corporate social responsibility and the protection of the natural
environment. And Unilever is hardly affected by the Covid-19 pandemic because
most of its products are considered necessities and are known by many people. As
other companies are facing major change due to the epidemic, Unilever has a wide
range of products and its brand revenue has flexible use globally, which makes sense
to solve the problem. crisis resolution. Certain product categories could benefit, but
for food they need to strengthen their strategies to minimize brand loss. Consumers
are looking at products and services from different angles, because people are now
more concerned about their health and avoiding the virus.
The main obstacles Unilever faces in providing quality products and services on a
global scale include factors such as rapid population growth and rapid urbanization.

18
This will also be accelerated by Unilever quickly come up with appropriate strategies
to overcome, because they are one of the leading multinational companies in the
world.

19
 REFERENCE

1. Unilever's homepage: https://www.unilever.com/

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https://marketingai.vn/unilever-la-gi/
3. MISA AMIS. “Analysis of Unilever's international business strategy”(2021):
https://amis.misa.vn/30685/chien-luoc-kinh-doanh-quoc-te-cua-unilever/
4. Unilever global.Our Strategy 2021:
https://www.unilever.com/our-company/strategy/
5. Refrigerated & Frozen Food. Refrigerated & Frozen Food. [Online] 2018.
https://www.refrigeratedfrozenfood.com/articles/
6. Unilever’s Organizational Structure for Product Innovation. Young, Justin. 2018. s.l. :
Panmore Institute, 2018.
7. Finance 2014 “Human Resource Management and Employee Motivation at Unilever”
https://finance.yahoo.com/news/human-management-employee-motivation-unilever-
200026955.html
8. Vnpress 2020 "Unilever pioneers in building HR trends" https://vnexpress.net/unilever-
tien-phong-xay-dung-xu-huong-nhan-su-4189444.html

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 APPENDIX
Assignments chapters 16
Strategic alliances
Strategic alliances are attractive to multinational corporation because they help the
firms which join the alliances share the fixed costs and risk of developing new
products or processes when the firm's entry into a foreign market, and also help the
firms benefit each other by learning and complementing skills, knowledges, and
abilities. To achieve success and sustainability, Unilever awares that strategic alliances
and sharing values are neccessary for the firm's future.
By compatibility in the vision, corporate culture, complementary alliances, Unilever-
US made an influential decision is that has allied with Nestle - USA, Danone - North
America and Mars Inc to establish the Sustainable Food Policy Alliance. This alliance
concentrates on public policies that shape what people eat and how it impacts their
health, communities and the planet. The establishment of the alliance take places after
each firm left from the Grocery Manufacturers Association. Members in the alliance
undertaking together to act and advocate United State public policy in five fields:
consumer transparency, the environment, food safety, nutrition, people and
communities.
The Sustainable Food Policy Alliance is aware that today's consumer demands are
placed higher on healthy, nutritious but also environmentally friendly criteria. The
alliance has proactively enhanced production systems and product quality to become
more transparent to consumers while reducing emissions by replacing low-carbon
solutions. The alliance directly advocate and participate into “intelligent, inclusive”
energy and environmental policies at the local, national and international levels.
Policies include the Paris Agreement on climate change, the Clean Power Plan and
other commitments to reduce greenhouse gas emissions. While, to corporate together
to achieve the success of larger and beneficial future strategies, the alliance works to
support people and communities by promoting well-built and diverse supportive
policies as well as supply chain support, including all rural economies.
During the alliance progress, Unilever, Nestle, Danone and Mars corporate together
for the success and sustainability of the future's great purpose, they all promote their
strengths and share advantageous values for each other. However, it still retains its
independent values without losing the exclusive values of the firm.
Unilever's entry strategy
When studying Unilever's global commercial enterprise approach, this organization
has efficaciously carried out the q-be part of approach. An entry strategy is a
aggressive approach that seeks to boom income through shifting and exploiting a
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firm's advanced merchandise and abilties in overseas markets. Products are designed,
developed, manufactured and sold in the domestic market and then exported abroad
with negligible adaptations; or products are designed entirely in the country, while the
production and consumption are assigned to foreign branches for implementation. In
the length earlier than 1990, Unilever used an entry strategy to store fees and unify the
logo picture frivolously throughout countries. For this initial phase, Unilever has
implemented its entry strategy as follows:
Using a market approach that is essentially the same in every country in which the
group is present (only minimal local requirements are met) Sell many of the same
products everywhere (make minor adjustments needed to fit local country preferences
and needs) Build a international logo and centrally coordinate your commercial
enterprise sports across the world For this access commercial enterprise approach of
Unilever, the corporation has transferred its blessings to overseas countries, taking
benefit of manufacturing enjoy in addition to blessings in merchandise and abilties to
compete withinside the marketplace. However, with the entry strategy, Unilever has
not been able to meet the unique needs of each different locality and country.
Assignments chapters 17
Global production
1) Introduce
An economy cannot thrive without a strong network of infrastructure, the same goes
for business. Therefore, any Unilever company, wherever it is located, has the
opportunity to become an important part of the Group's supply network. Unilever has
always been committed to serving customers and consumers in the best way, Unilever
cannot do this without the current effective global production system.
2) Analysis
There are two important perspectives for analysis. One is Unilever's success in serving
domestic consumers. The second is the improvement of export capacity and volume
(international factor).
Domestically, Unilever has up to 5 million products sold every day in different
countries. This demonstrates the ability of global production to be able to distribute to
everyone. In terms of exports, Unilever's very fast growth in export volume is also due
to the lack of good global production, reaching 250% in the past 5 years, mainly to the
Asian and Australian markets.
On the other hand, Unilever's good cooperation relationship with small and medium
enterprises around the world has helped these enterprises increase their export volume
and increase their competitiveness in the regional and international markets. Through

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this, we see that in order to be able to have good quality products to supply to
businesses at attractive prices, the globalization process and production strategy is
great.Unilever Always pay attention to the quality of products to serve people around
the world
Supply chain
1)Components in unilever's supply chain
Supply chain consists of 4 main components, these components are closely linked
together to form a "chain" include: “Plan,Source,Make,Delivery”
2)Supply chain application to Unilever
Unilever's supply chain also cannot be separated from the general strategy of the
company, and must be coordinated smoothly, synchronously, among different
functional departments in order to achieve The ultimate goal is to create a competitive
advantage for the company and bring in the highest profits
3) Industry supply chain planning
This is considered a quite different department between Unilever's Planning
department and other companies, when the company's scale is large enough like
Unilever, it needs a specialized functional group to serve each separate business line.
separate.
At Unilever, due to the need to meet the market demand in the FMCG industry along
with fierce competition with other competitors, it is necessary to have a division
specializing in analyzing the activities of each category.
It is an important bridge between the back-end supply chain and front-line departments
such as sales and marketing. As a place to receive information about the industry first,
process and filter information before transferring the information to the supply
planning department at the factory to check production capacity.
Play an important role in managing the network of marketing programs, product
introduction programs, etc. by communicating and connecting between different
functional departments.
4) Unilever's Supply Chain Operations
Unilever's supply chain regularly conducts analysis of sales activities. Duties of this
department include:
+ inventory management
+ Balance sales demand between regions and sales channels

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+ Manage sales support activities (Network)
+Promotion
+ Launching new products. Ensure activities of launching new products, promotion,
sales support are done (right time, right place, enough quantity).

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