Unilever is a multinational consumer goods company that has been in the market for over 90 years.

It
is known for its popular brands such as Dove, Lipton, and Axe. In this case study, we will take a
closer look at how Unilever has become a successful and sustainable company.

Background

Unilever was founded in 1929 through the merger of two companies, Lever Brothers and Margarine
Unie. Since then, the company has grown into a global leader in the consumer goods industry, with a
presence in over 190 countries.

Business Strategy

One of the key factors contributing to Unilever's success is its strong business strategy. The company
focuses on sustainable growth and aims to make a positive impact on society and the environment.
This is reflected in their Sustainable Living Plan, which outlines their goals and commitments
towards reducing their environmental footprint and improving the lives of people.

Innovation

Unilever is also known for its innovative approach to product development. The company invests
heavily in research and development to create new and improved products that meet the changing
needs and preferences of consumers. For example, Unilever's partnership with Google to create a
virtual reality experience for their Magnum ice cream brand was a huge success.

Diversity and Inclusion

Unilever values diversity and inclusion in the workplace, which is evident in their workforce. The
company has a diverse team of employees from different backgrounds and cultures, which brings a
variety of perspectives and ideas to the table. This has helped Unilever to better understand and
cater to the needs of their diverse customer base.

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There are certain intensive strategies that can be pointed out in market penetration by Unilever. The
main aim of these strategies helped in increasing the business size as well as the sales volume. With
the vision of increasing the business operations and sales was planned to collaborate with the
reduction in environmental footprint. This strategy adopted by Unilever had the scope of increasing
their presence in society (Bartlett 2016). Further, to enhance the market penetration Polman, the then
CEO of Unilever decided to tighten the operations with the implementation of certain structural
changes within the organisation. The idea was that these strategies will successfully impact on
Unilever’s business size and profitability. Polman observed that 80% of the company's revenue
depended on the sales of goods in developing countries. So, he closely monitored the various
business operations that were carried out by Unilever in the developing countries market so that their
sales can be compared with the profits that were made by the competitors (Bartlett 2016). There
were three goals that the company strategized so that Unilever can maintain its market position. The
improvement of the health and well-being of the consumers, it can reduce the environmental
footprint and enhancing the lives of the consumers. We create a custom branded webcast player
page, manage all aspects of the live streaming, and provide on demand versions for each event.
Figure 5: A general supply chain (Gohari et al., 2017) Yamey, B. & Wilson, C. (1956). The History of
Unilever. The Economic Journal. [Online]. 66 (264). p. 730. Available from: academic.oup/ej/article
/66/264/730-732/5259025. [Accessed: 4 December 2020]. 03:00 SUPPORT FOR THE TECH YOU
LOVE BY THE PEOPLE WHO CARE! This article section will introduce 34 hot topics for a
Unilever case study analysis. All you have to do is choose the right one for you. , . . beverages
cleaning agents and personal care products Unilever targets 2 5 13. Marketing…….. Axe knows
where and how to reach its customers. It advertises only on male-dominated networks such as MTV,
ESPN, Pike and so on. They focus on male community who feel a need for help in attracting the
opposite sex. Most of their ads features humour and sex, . Its online efforts via Facebook and Twitter
help drive consumers back to its Web Site. 20. Founded in 1930, Unilever is one of the world’s
leading suppliers of fast-moving consumer goods (FMCG). It controls more than 400 brands with 13
brands having a billion Euros sales. Axe & Dove are UNILEVER`s most famous popular band. Axe
produces wide range of personal care products for men, whereas Dove focuses on Women`s need for
beauty products. Axe aims to help male community who might need help to attract opposite sex
while Dove focuses on increasing the confidence of Female community and to make them believe
that They Are Beautiful. Both the brands have successfully their consumer base with personal
marketing strategy and spot-on messages. Don't want to wait for our next event to come to play?
Visit our showroom to try out our products. Download to read offline UNILEVER ANZ QUALITY
& CONSUMER SAFETY POLICY Karimi, E. & Raiee, M. (2014). Analyzing the Impact of Supply
Chain Management Practices on Organizational Performance through Competitive Priorities (Case
Study: Iran Pumps Company). International Journal of Academic Research in Accounting. 4 (1). p.
1–15. Copyright © 2023 The Food and Drink Federation www.fdf.org.uk 0% “The vision of the
company is to make people look good, feel good and bring maximum from their lives” Unilever’s
new global strategy entails a transition to fully green manufacturing. The primary purpose of the
Unilever Sustainability Living Plan (USLP) is to prove that sustainability and business success are
interrelated. Every year the successful results of the strategy become more evident. 0% found this
document not useful, Mark this document as not useful 3.3 3 conflicting sets of external demands
09:00 8. Unilever owns over 400 brands. 13 brands with sales of over 1 billion Euros. Sign up
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Keith Weed was made the Leadership Executive of Unilever by Polman in the year 2010. This was
being combined with the Chief Marketing Officer. Keith was having the responsibility for
sustainability and communication. The functions of the market were being handled by him. If the
ULE team worked properly then only USLP strategies could be developed, coordinated and
implemented. CSR was not related to the sustainability of Unilever. Long term effects could be
gained by implementing all the strategies of USLP slowly. CMO of the company was having the
tasks which were handled by a 12-person group of corporate sustainability. All these were related to
operations and marketing. USLP projects work is being done for many years. Communication was
possible through intensive campaigns by the company. It was the duty of the management to hold
meetings and have a forum where questions could be answered. This would be a great contribution
to the early achievements. IV. Recommendation for Unilever Within the scope of research of this
writing, the writer concluded that Unilever has embraced necessary measures to counteract COVID-
19 and maintain its supply chain. However, within speciic regions, Unilever should consider diversify
its inputs of material due to many regions previously supplied to Unilever are now in quarantine. The
writer would also reassert the recommendations made in previous sections of this writing regarding
blockchain technology and sustainable supply chain. Considering the pandemic, Unilever is not an
exception. Hindustan Unilever, one of Unilever’s largest subsidiary (Unilever, 2019), was forced to
close its plants due to large number of workers tested positive for COVID-19. Unilever’s factories at
Kenya, Indonesia and representative oices within quarantined areas were also shut down (Askew,
2020). Despite severe disruptions, there are positive signs, proving that Unilever is adapting to the
current situation. Such signs will be evaluated later on of this writing. - -Unilever is an Anglo Dutch
transnational consumer goods company co According to Naylor et al., (1999) is a model where all
waste or redundant component are eliminated from the supply chain in favour of reducing cost and
delivery time (Karimi & Raiee, 2014) pointed out that practitioners of Lean supply chain strategy
implement a policy of demand satisfying by giving “the right material, at the right time, at the right
place, and in the exact amount” achieve their low-cost strategy. Free sample Critical analysis
unilever case study The aim was to eliminate unproductive, cost-ineffective and unsafe operation
flow, replacing them with fully autonomous, safest and the most flexible internal transport.
Autonomous mobile robots allow for a safer environment with no forklifts and no human workers
needed to transport the material between locations. To maximize safety and efficiency while
transporting materials between the warehouse and the production floor, a detailed In 2019, more than
a quarter of the food waste from Unilever’s UK and Ireland factories was redistributed and used to
generate biogas or sent for anaerobic digestion where it is fed into the Naitonal Grid. 75% found this
document useful (8 votes) Show submenu for "Learn" section Agile model aims at lexibility and
adaptability, thus requires that irms using this model to apply a tactic of “wait and see” towards their
customers (Agarwal et al., 2006). This might leave irms in a passive position (Mwangangi et al.,
2019), however, it allows manufacturers to provide customers with customised or even personalised
product (Makena & Iravo, 2014). Like any other global business, Unilever has to ensure its
products’ quality and safety. To create a significant sales volume and showcase company’s
sustainable development, it’s essential to market the brand properly. Here are four things to keep in
mind: 21. Presentation By PRATEEK MANOCHA, IIT Guwahati. Under the guidance of Prof.
Sameer Mathur during Winter Internship. Gohari, A., Matori, N., Yusof, K., Toloue, I. & Myint, K.
(2017). Efects of the Fuel Price Increase on the Operating Cost of Freight Transport Vehicles.
[Online]. Available from: doi/10.1051/e3sconf/20183401022. [Accessed: 10 December 2020].
practices, there was a need for human workers around the clock, leading to high labor costs. High
demand posed yet another challenge. Cycle time improvements were necessary, as the long cycle
times were impeding productivity. Digital Installers combines passion and knowledge to design state
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One way they are addressing food waste is by working with peers and industry partners. CEO, Alan
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Unilever Headquarters client PT. Unilever This article section will introduce 34 hot topics for a
Unilever case study analysis. All you have to do is choose the right one for you. If you are building
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be subject to copyright. Download to read offline Read more about Shannon S. review In the
business operation of Unilever, there were certain issues that have been highlighted by the Unilever
case study. The major challenge that was perceived by Polman was intense volatility as well as
complexities involved in the business environment (Bartlett 2016). The reports that have been
reflected in the case shows that Unilever was suffering from a depressed growth in between the year
2014 to 2015. This slow growth was mostly due to the shrinkage in the product demand of Unilever
in some of the emerging markets (Bartlett 2016). The impact of the newly strategized USLP was
observed to be off-target. Thus, in spite of an increase in the number of shares in the market,
Unilever failed to show adequate growth in sales. The declining report reflected 6.9% shrinkage in
2012, 4.3% in 2013 and 2.9% in the year 2014. Further, the foreign exchange was also observed to
be impacted in the year 2013 in Unilever at a rate of 2.3%.
SEARCH ASSIGNMENT - Strong checks and systems in place 0 ratings 4. Strategic choices 0%
GROWTH, AND – ABOVE ALL ELSE – INTEGRITY." Unilever has a vast global market. The
company serves about 3.4 billion people in around 190 countries daily. With the growing popularity
of various trends, such as globalization and commerce, Unilever International (UI) was established in
2012. Here are some facts about the company you may find interesting: . products Unilever tries to
meet the global challenge of improving environment Download Now 0% found this document useful
(0 votes) REQUIRES CLEAR INSIGHTS, PATIENT FOCUS ON LONG-TERM RESPONSIBLE
Facebook Literatures from many authors have proved that Unilever is following a Lean Supply
Chain (Mwangangi et al., 2019) (Munei, 2009); where steps were taken to reduce cost; speciically,
by applying a centralised supply chain management (De et al., 2016) ; increase the application of
technological advancement (Jiyad Shaikh, 2013) (Murphy, 2013); strengthens the bond between
suppliers (Venkataraman & Pinto, 2016) and some other methods. However, Gichuki, (2017), as well
as reports from Unilever states that Unilever is attempting to increase the agility of its supply chain.
Within the scope of this writing, the writer will focus on Unilever attempt to have a more agile
supply chain. × and providing good quality of products and services through Unilever Technology
systems occasionally experience disruptions. We want to keep things simple and provide support if
your systems experience any of these disruptions. From proactively monitoring and fixing your
system remotely to enabling you to reset your own system easily, we have you covered. 5. Unilever’s
marketing strategy : ‘Crafting brand for life.’ - Absolutely no plagiarism De, B., Magalhães, R.,
Brito, S., Rosário, M., De Oliveira, M. & Moreira, A. (2016). Centralization of supply chain
management operations: the case of Unilever Ultralogistik Dissertation Master in Management. 2.2
What are the key issues identified in the Unilever case study? At the beginning of the 20th century,
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part of people’s everyday life and left its mark on the auto industry. Business students can learn a lot
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2020-0127/full/html. [Accessed: 10 December 2020].
To measure the impact of USLP the strategy of sustainability will be helpful. Sustainability mainly
comprises of a core strategy and this helps in risk reduction, growth, and cost-cutting, inspiring the
employees, customer engagement and doing some innovations. Corporate Social Responsibility is
having USLP under it (Grayson 2017). Unilever is having a commitment to making some tools can
measure the USLP impact. Earlier in 2014, there was only the Unilever's product analysis. This was
helpful in finding the growth rate and profitability. The USLP objectives were also checked. The
analysis based on the Unilever case study showed that sustainable living brand would be needed for
achieving the goals of this strategy. The impact on the environment will reduce and Unilever will be
having sustainable living. In the year 2015, the analysis was completed. There was some evidence
that growth in business is possible through sustainability. The analysis clearly showed that the
solution to big issues would make a huge difference. There were some more things included in this
strategy. They were hygiene and sanitation of water, deforestation and agriculture for the
sustainability of the farmers. Huge environmental issues can be solved through sustainable strategy.
8. Unilever owns over 400 brands. 13 brands with sales of over 1 billion Euros. Their
Gloucester factory makes ices brands including Magnum, Cornetto and Solero. If products do not
meet quality specifications, they are recovered and reworked into other products. If this is not
possible, it is sent off-site for animal feed. One of Unilever’s main strengths is its structure and
organization. Since the company has excellent production and sales power, these two elements are
essential. After all, Unilever launches new products on the market and expands its product range
yearly. Ethical Lens June 2016 final amended www.holmerjungs.de’s server IP address could not be
found. 0% found this document useful (0 votes) Is the category for this document correct? Save
Case Study Unilever For Later Read more about Brian J. review We are the Number 1 Case Study
Solution Provider In the Case Study Help Niche 2008). According to Unilever’s Annual Report,
Unilever has acknowledged e-commerce and Web 2 interface as one of its primary distribution
channel (Unilever, 2019). Speciically, Unilever has organised the Cif online engagement, to further
understand its European customers (ibid.). Cleanipedia is also created by Unilever as an interactive
tool for cleaning tips (Cleanipedia, 2020). 0% Unilever (2020a). About | Unilever global company
website. [Online]. 2020. Available from: unilever/about/. [Accessed: 3 December 2020]. I searched
so many areas trying to find a good reputable company to come complete the installation... Keogh-
Brown, M., Wren-Lewis, S., Edmunds, W., Beutels, P. & Smith, R. (2010). The possible
macroeconomic impact on the UK of an inluenza pandemic. Health economics. [Online]. 19 (11). p.
1345– 1360. Available from: doi.wiley/10.1002/hec.1554. Wang, Y. and Chaudhri, V., 2019. Business
support for refugee integration in Europe: Conceptualizing the link with organizational identification.
Unilever case study Media and Communication, 7(2), pp.289-299. To react to a constantly luctuate
fuel costs, Unilever in Europe centralised its transportation system (De et al., 2016) by essentially
take charge on managing its transportation system. In other countries or subsidiaries of Unilever,
such as in Kenya, transportation service providers were encouraged to maximise their transportation
capabilities (Makena & Iravo, 2014) to reduce the need of travel. According to Naylor et al., (1999)
is a model where all waste or redundant component are eliminated from the supply chain in favour
of reducing cost and delivery time (Karimi & Raiee, 2014) pointed out that practitioners of Lean
supply chain strategy implement a policy of demand satisfying by giving “the right material, at the
right time, at the right place, and in the exact amount” achieve their low-cost strategy. 18. Dove`s
latest effort to change attitude of women – Ad Makeover. Gives women the power to replace the
negative ads on Facebook with positive messages from Dove like “Hello Beautiful”. Your analysis
should focus on key challenges facing the company, employing the models and tools taught in the
module. As this case study is extensive and your paper is limited by wordcount, not all of the issues
facing the company need to be covered; instead, you should focus on covering your chosen
challenges in considerable depth. As with all cases, there are a number of acceptable approaches
and there is no ‘right’ answer. ResearchGate has not been able to resolve any citations for this
publication. Jiyad Shaikh, M. (2013). IT revolutionizing the supply chain transformation: A case
study of Unilever Pakistan. International Journal of Supply Chain Management. 2 (1). p. 62–77.
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Figure 1: The shrinkage in the growth in between the year 2012, 2013 and 2014 in Unilever 0% -
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Show submenu for "Learn" section 12. Brief About It…… Launched in 1983, Axe is now the most
popular male grooming brand in the world. Sold in more than 90 countries. Wide range of
personal care products right from body sprays to shampoo. WhatsApp: Unilever has been serving the
UK and Ireland for over a century. Today, Unilever brands are in more than 9 out of 10 homes.
Unilever’s purpose is to make sustainable living commonplace. As part of their commitments to
reduce waste, Unilever is addressing food loss and waste across their value chain. Deshpande, R.,
Farley, J. & Webster, F. (1993). Corporate Culture, Customer Orientation, and Innovativeness in
Japanese Firms: A Quadrad Analysis. Journal of Marketing. 57 (1). p. 23. Close Share Icons
Marketing Porter, M., Macmillan Canada, M. & Macmillan International NEW YORK OXFORD
SINGAPORE SYDNEY, M. (1985). COMPETITIVE ADVANTAGE Creating and Sustaining
Superior Peifonnance THE FREE PRESS. 12. Brief About It…… Launched in 1983, Axe is now
the most popular male grooming brand in the world. Sold in more than 90 countries. Wide range
of personal care products right from body sprays to shampoo. Porter, M. (1997). Perspectives on
Strategy. F. A.. van den Bosch & A. P. De Man (eds.). 0 ratings 0% found this document not useful,
Mark this document as not useful Jiyad Shaikh, M. (2013). IT revolutionizing the supply chain
transformation: A case study of Unilever Pakistan. International Journal of Supply Chain
Management. 2 (1). p. 62–77. Is the category for this document correct? © 2024 Yumpu.com all
rights reserved Copyright © 2023 The Food and Drink Federation www.fdf.org.uk © 2024 Airport
Marketing Income | Website by Drive Action Digital All delivered papers are for model and
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SEIT100 with pin-hook attachment is designed for moving a detachable cart to transport labels in
boxes. It picks up the cart in the supermarket area and delivers it to the line side, allowing operators
to retrieve or store boxes ergonomically. The on-demand delivery approach eliminates the need for
additional buffer area, simplifying the management of line side delivery. 50% Their Gloucester
factory makes ices brands including Magnum, Cornetto and Solero. If products do not meet quality
specifications, they are recovered and reworked into other products. If this is not possible, it is sent
off-site for animal feed. Unilever is formed by the merger between the Dutch and British companies.
The company came into existence in 1930 by the merger of two companies named as Margarine Unie
with Lever brothers. These companies were at the same level and competing for the similar raw
materials used in the production. In addition to that, both the companies were engaged in marketing
of household products on a large-scale. Furthermore, both the companies use similar distribution
channels for the placement of products. On one hand, Margarine Unie was taking steps forward to
grow through mergers and acquisitions of other companies with the same product throughout the
1920s. On the other hand, Lever Brothers were engaged in establishing various soap factories around
the globe. By the end of 1917, the company started to diversify into other products like ice-cream,
foods, fish acquiring and packaged canned food businesses. We had a great celebration for our 20th
Anniversary.... PLAGIARISM CHECKER Your analysis should focus on key challenges facing the
company, employing the models and tools taught in the module. As this case study is extensive and
your paper is limited by wordcount, not all of the issues facing the company need to be covered;
instead, you should focus on covering your chosen challenges in considerable depth. As with all
cases, there are a number of acceptable approaches and there is no ‘right’ answer.
21:00 "OUR GLOBAL REACH AND UNILEVER SUSTAINABLE LIVING PLAN GIVE US A
UNIQUE Download to read offline Unilever Konya HPC Factory is one of the biggest green
manufacturing factories in the world. At over €150 million, building this factory in Konya, Turkey
was one of Unilever’s largest investments of the last decade. Unilever is an excellent example of one
of the fastest-growing global businesses. Its history goes back to 1929, and the company is often
described as one of the most transnational. To write a good Unilever case study analysis, we first
need to understand what makes it unique. In this article, we explain the company’s main principles,
talk about the company’s structure, and introduce 34 great topics for your paper. Ricoh's Managed
Document Consulting portfolio is focused on bringing a better quality of service to each and every
customer. We deliver long-term business value, with speed and efficiency by… Read More Did you
find mistakes in interface or texts? Or do you know how to improve StudyLib UI? Feel free to send
suggestions. Its very important for us! 0 ratings 75% Greenpeace, World Wild Fund, and others to
have a more sustainable approach. Is the category for this document correct? , , .headquartered in
Rotterdam Netherlands and London United Kingdom Unilever .changes and face the challenges in
the world 0% found this document useful (0 votes) Learn languages, math, history, economics,
chemistry and more with free Studylib Extension! We create a custom branded webcast player page,
manage all aspects of the live streaming, and provide on demand versions for each event. In the
UK, Unilever are a founding signatory of WRAP’s Courtauld 2025 commitment. Unilever has also
signed up to the government’s Step up to the Plate Pledge and are committed to using the UK Food
Waste Reduction Roadmap. There were three main core goals that were emphasised by Polman
considering the macro-environment of Unilever. These goals were created based on the seven
commitments which were adopted by Unilever (Bartlett 2016). These seven commitments that were
strategized by Unilever were further subdivided into 50 specific measurable targets that have the
possibility of creating a sustainable environment. These strategies although showed promising scope
for accelerating the revenue growth in the company, however the concepts of CSR policies that were
adopted by Unilever were observed to create difficulties in grasping and implementing by the
employees. By: Shayan Reimoo (17061) and Ghalib Feroz Ali (17870) - Religiously meeting the
deadlines 3. 72% knew the feature was by Unilever 48% plan to follow a recipe from the
feature Brand Association: The panel which brands do you associate with The Queen’s
90th Birthday celebration, The Patron’s Lunch? Brands that readers associate with the
Patron’s lunch – Unilever had the highest association (52%) alongside PG Tips and
Colman’s, with Pimms, another official sponsor of The Patron’s Lunch with 28% brand
association with the event. Over 2,000 competition entries Over delivery of Page views
by 665% 4.76% CTR (3% benchmark) 86% approval of 4 page supplement Within the
research conducted on the 4 page supplement the questions “What do you think about this
ad/content?” was asked. The answer options were -‐ Loved, liked, didn't like or hated. 12%
said they loved it and 74% said they liked it, which gives us an 86% approval rate.
Overall these results clearly show we reinforced Unilever’s brand association with The
Patron’s Lunch, with 72% of respondents identifying the Unilever brand. One of our key
deliverables was to drive Unilever association with this significant event and Unilever
brands clearly dominated street parties thrown in honour of The Patron’s Lunch. In
addition people planned to follow Unilever recipes and use Unilever brands, clearly
demonstrating a link between the campaigns and inspiring people to action around The
Patron’s Lunch in association with Unilever. Client view “We loved being able to get into
the heart of communities through the Big Local network and worked closely with the
Trinity Mirror team to hyper-‐localise content. We smashed the campaign metrics on
reach and saw excellent performance in terms of engagement and key message delivery.
The Trinity Mirror model of national + Big Local is a very exciting one – both in press
and online – with loads of potential for Unilever moving forward. A partnership fit for a
queen.” – Anna Owen, Unilever Marketing Manager In the business operation of Unilever,
there were certain issues that have been highlighted by the Unilever case study. The major challenge
that was perceived by Polman was intense volatility as well as complexities involved in the business
environment (Bartlett 2016). The reports that have been reflected in the case shows that Unilever was
suffering from a depressed growth in between the year 2014 to 2015. This slow growth was mostly
due to the shrinkage in the product demand of Unilever in some of the emerging markets (Bartlett
2016). The impact of the newly strategized USLP was observed to be off-target. Thus, in spite of an
increase in the number of shares in the market, Unilever failed to show adequate growth in sales. The
declining report reflected 6.9% shrinkage in 2012, 4.3% in 2013 and 2.9% in the year 2014. Further,
the foreign exchange was also observed to be impacted in the year 2013 in Unilever at a rate of
2.3%. 4.4 Organisational characteristics Privacy Policy