Case study

PT.Unilever
Group 1 : Zulkarnain
Salbiah
Nurhasida
Karismawati
PT Unilever Indonesia Tbk is one of the leading Fast Moving Consumer Goods
(FMCG) companies in Indonesia. The Company's product range includes
Home and Personal Care products which contribute to total sales of 73% and
Foods and Refreshment by 23%, marked by trusted and well-known brands in
the world, including Wall's, Lifebuoy, Vaseline, Pepsodent, Lux, Pond's,
Sunlight , Rinso, Blue Band, Royco, Dove, Rexona, Clear, and others.
Products Unilever continues to introduce the latest packaging, but Unilever
maintains the quality of its products. Whether it's packaging with glass bottles,
sachets, small bottles and many more packaging
As an innovation-oriented company, Unilever continues to invest in creating new formulations and
packaging quickly to the market in response to consumer needs or the emergence of a new
technology. Technology-based cutting-edge innovations in 2013 include new anti-bacterial soap, hair
conditioner with micro-sheet technology, new technology for tea bags that can be made compost, and
ice cream with ice-structured proteins. To be able to deliver breakthroughs like this in full and on
time (on time and in full / OTIF), a comprehensive risk evaluation, assessment of manufacturing
capability and strong collaboration with R & D is needed. The main challenge in the Personal Care
business in 2013 is increasingly intense competition. Facing rising costs in traditional media and in-
store promotion and a number of aggressive discount programs by competitors, Unilever chose to
maintain product prices and support them by increasing brand equity, ensuring availability and
appearance of products in stores and providing superior quality products to maintain customer trust.
 1. How does Unilever's
strategy produce competitive
advantage for him?
Unilever's strategy for generating competitive advantage consists of
several elements, including:
1. Product Innovation: Unilever is always trying to develop new products
and improve the quality of existing products to meet consumer needs. In
this case, Unilever is trying to introduce the latest packaging and still
maintain the quality of its products, as stated in the initial description.
2. Strong Brands: Unilever has strong and well-known brands around the
world. This allows the company to market its products more easily and
increase brand awareness among consumers.
 Lanjutan
3. Focus on Quality: Unilever places a high focus on the quality
of its products. This allows the company to maintain consumer
loyalty and differentiate its products from competitors.
4. Operational Efficiency: Unilever pays attention to operational
efficiency and strives to improve the production and distribution
efficiency of its products. This allows companies to reduce
production costs and increase profitability.
5. Consumer Engagement: Unilever seeks to engage directly with
consumers through attractive marketing and promotional programs.
This allows companies to better understand consumer needs and
preferences.
2. Compare how Unilever and
its competitors carry out
ten operating management
decisions
 Operations management decisions, it should be noted that each
company has a different approach. However, in general, Unilever
tends to focus on product innovation, strong brand and product
quality to create competitive advantage. Meanwhile, some of
Unilever's competitors may be focusing more on operational
efficiency and lower cost strategies.
The eight operations management decisions that are often identified
by operations management experts are as follows:
• Product Design: Unilever focuses on product innovation and
building strong brands.

• Quality: Unilever places a high focus on the quality of its

products.

• Process: Unilever strives to increase the production and

distribution efficiency of its products.
• Locations: Unilever has manufacturing and distribution
facilities in location

• Capacity: Unilever considers production and distribution

capacity to meet market demands.

• Supply: Unilever strives to efficiently manage inventory and

ensure adequate product availability in the market.
• Manpower: Unilever has trained and skilled staff to run the
company's operations.

• Schedule: Unilever has a tight production and distribution

schedule.
THANKS!!!