Unilevers Global Strategy Ppt

In: Business and Management

Submitted By gnabwayo
Words 985
Pages 4
GLOBAL BRANDING-MARRIED TO THE WORLDG

Unilever is currently one of the most successful consumer goods companies in the worldand they have set their ambitious targets for growth, in traditional and new markets andchannels, to keep it that way. The global presence of Unilever contributes to its major success and competitive edge. The corporation sells products in over
150 countries andhas annual sales of approximately $ 46 billion [£31,5bn]. Unilever controls subsidiariesin more than 90 countries and employs 295,000 (in 2000) people.Unilever is one of the world’s top three food firms after Nestle andKraft and the world’s second largest packaged consumer goodscompany
–behind Procter & Gamble.
BACKGROUND
Unilever was formed in 1930 when the Dutch margarine company Margarine Uniemerged with British soap maker Lever Brothers. The companies were competing for thesame raw materials (e.g. oilseeds), both were involved in large-scale marketing of household products and both used similar distribution channels. Between them, they hadoperations in over 40 countries. Margarine Unie grew through mergers with othersmargarine companies in the 1920s. Lever Brothers was founded in 1885 by WilliamHesketh Lever. Lever established soap factories around the world, and had plantations inmany Third World countries. In 1917, Lever began to diversify into foods, acquiring fish,ice cream and canned foods businesses.
UNILEVER’S PURPOSE
The company focuses on key growth drivers in a number of ways:

Continually reconnect with consumers to better anticipate their needs and desires

Develop and nurture close working relationships with customers to createcommunication and sales support for their particular consumers[11]

Global brand is one which is perceived to reflect the same set of values around the world.In the example of the children's toothpaste, the "pat on the…...

Similar Documents

Effective Global Strategy Implementation

...Manag Int Rev (2011) 51:179–192 DOI 10.1007/s11575-011-0071-6 R e s e a R c h a Rt i c l e Effective Global Strategy Implementation Structural and Process Choices Facilitating Global  Integration and Coordination Attila Yaprak · Shichun Xu · Erin Cavusgil Abstract:  0 0 this article offers a contingency framework of global strategy implementation effectiveness on firm performance. The research question we seek to address is what the structural and process requirements are for MNEs to successfully implement global strategy through increased efficiency and effectiveness of integration and coordination across world markets. Our central premise is that MNEs’ capabilities in establishing supporting structural and process mechanisms will enhance the effectiveness and efficiency of implementing their global strategies which would, in turn, lead to better firm performance. Keywords:  Integration and coordination · Global strategy · Firm performance · contingency framework Received: 25.12.2009 / Revised: 15.08.2010 / Accepted: 11.10.2010 / Published online: 02.04.2011 © Gabler-Verlag 2011 Prof. A. Yaprak () Department of Marketing, Wayne State University, Detroit, USA e-mail: Attila.yaprak@wayne.edu Asst. Prof. S. Xu Department of Marketing and Logistics, University of Tennessee, Knoxville, USA Asst. Prof. E. Cavusgil Department of Marketing, University of Michigan-Flint, Flint, USA 180 A. Yaprak et al. Introduction The globalization of the world......

Words: 6502 - Pages: 27

Nestle's Global Strategy

...NESTLE: GLOBAL STRATEGY 1. Does it make sense for Nestle to focus its growth efforts on emerging markets? Why? It does make sense for Nestle to focus its growth on emerging markets. It currently already has a significant presence in most segments of the market in developed markets, and further growth requires either taking market share from competitors or entering new product segments. Both of these are expensive undertakings that must be continually repeated to sustain growth above the level of economic growth. In contrast, if it gets a good foothold in emerging markets, it will be in a good position to grow with the market as the purchasing power of consumers’ increases. It can also progressively bring new products to these markets, accelerating its growth. 2. What is the company’s strategy with regard to business development in emerging markets? Does this strategy make sense? Nestle tries to enter emerging markets ahead of competitors, and build a substantial position in basic foodstuffs. As income levels rise, the company progressively moves from these niches into more upscale items. It very much focuses on developing local goods for local markets, and places relatively less emphasis on its global brands in emerging markets. It also localizes its distribution and marketing strategy to the requirements of the local market. When good opportunities are available, Nestle acquires local firms. Given significant differences in various developing markets, and......

Words: 597 - Pages: 3

Unilever Strategy

...UNILEVER’s STRATEGIES Global look and a case study in Vietnam UNILEVER’s STRATEGIES Global look and a case study in Vietnam Ha Noi, 23rd Dec, 2013 Ha Noi, 23rd Dec, 2013 LECTURER: Ngo Quy Nham (PhD.) Group Members: 1. Lê Hồng Ngọc Hân 2. Nguyễn Tài Minh 3. Trần Thị Tố Uyên 4. Phạm Thùy Dung 5. Nguyễn Quang Thái LECTURER: Ngo Quy Nham (PhD.) Group Members: 6. Lê Hồng Ngọc Hân 7. Nguyễn Tài Minh 8. Trần Thị Tố Uyên 9. Phạm Thùy Dung 10. Nguyễn Quang Thái Unilever is an Anglo-Dutch multi-national corporation, one of the world’s leading suppliers of fast moving consumer goods in branded home & personal care and food categories, operating in over 150 countries. In 2012, Unilever added nearly €5 billion of turnover, pushing through the €50 billion mark in the process. With more than 400 brands focused on health and wellbeing, Unilever touches so many people’s lives in so many different ways. There are more than 2 billion consumer worldwide use a product of Unilever on a given day. Its portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. Some world-leading brands of Unilever include Lipton, Knorr, Dove, Axe, Omo… For Unilever, sustainability is integral to how they do business. With 7 billion people on planet, the earth’s resources can be strained. They believes that as a business, they have a responsibility to their consumers......

Words: 3445 - Pages: 14

Global Strategy

...Global Strategy: An Organizing Framework Sumantra Ghoshal Strategic Management Journal, Vol. 8, No. 5. (Sep. - Oct., 1987), pp. 425-440. Stable URL: http://links.jstor.org/sici?sici=0143-2095%28198709%2F10%298%3A5%3C425%3AGSAOF%3E2.0.CO%3B2-L Strategic Management Journal is currently published by John Wiley & Sons. Your use of the JSTOR archive indicates your acceptance of JSTOR's Terms and Conditions of Use, available at http://www.jstor.org/about/terms.html. JSTOR's Terms and Conditions of Use provides, in part, that unless you have obtained prior permission, you may not download an entire issue of a journal or multiple copies of articles, and you may use content in the JSTOR archive only for your personal, non-commercial use. Please contact the publisher regarding any further use of this work. Publisher contact information may be obtained at http://www.jstor.org/journals/jwiley.html. Each copy of any part of a JSTOR transmission must contain the same copyright notice that appears on the screen or printed page of such transmission. The JSTOR Archive is a trusted digital repository providing for long-term preservation and access to leading academic journals and scholarly literature from around the world. The Archive is supported by libraries, scholarly societies, publishers, and foundations. It is an initiative of JSTOR, a not-for-profit organization with a mission to help the scholarly community take advantage of advances in technology. For more information regarding...

Words: 10708 - Pages: 43

Global Management and Strategy

...Global strategy and management Chapter 1: Understanding Global Strategy What is global strategy? Traditional global strategy is treating different countries as one worldwide all global market. Some companies are considering the world as one big country. For example Coke is distributed around the world. But that strategy has backfired repeatedly. For example, the Toyota Camry is the best-selling car in the U.S., but not even top five best-selling cars in Japan. A more balanced view covering both global and local (non global) aspects is necessary. Keys to a successful total global strategy: The total global strategy three separate components: 1. Developing the core strategy: developing the fundamental purpose of the organization and getting everybody and everything lined up to support that purpose. 2. Internationalizing the core strategy: it is the international expansion of activities and the adaptation of the core strategy. Companies need to have mastered the basics of international business before they can attempt the global strategy. 3. Globalizing the international strategy: by integrating the strategy across countries. Developing the core business strategy: Each separable business in a company needs its own core strategy. The core business strategy includes several key elements: * Type of products or services that the business offers * Types of customers that the business serves * Geographic markets served * Major sources...

Words: 952 - Pages: 4

Global Strategy

...As defined in the “Cultural Foundations of Global Business” [need appropriate citation], culture is defined as the “collection of beliefs, values, behaviors, customs, and attitudes that distinguish the people of one society from those of another” (page 121). Pierre Marcolini (“Pierre” or the “Company”) will face three primary cultural challenges in entering the Chinese market. First, and most significantly, Pierre will face culture differences with respect to modes of communication and expression. In terms of the Hall framework, cultures differ in the “extent to which the context of a message is as important as the message itself” (page 132). In China, the content of a message is often much less important than the person delivering the message, body language, gestures, and various other social cues. In Belgium’s contrasting, “low-context” culture, however, the content of the message is paramount; therefore, in entering the Chinese market and dealing with partners, employees, and customers, Pierre’s managers must pay close attention to the non-verbal, contextual means of communication inherent in Chinese society if they wish to communicate effectively with their Chinese counterparts. Second, Pierre will face culture difference with respect to the expectation of hierarchy within firms, or in the terms of the Hofstede framework, the power distance inherent in organizations. While leaders in Belgian and Northern European firms need not have substantial amounts of power......

Words: 480 - Pages: 2

Price Strategies Unilever Dan Nestle

...Pemasaran Dosen : Prof Dr Ir Ujang Sumarwan, MSc UJIAN AKHIR TRIWULAN PRICE STRATEGIES UNILEVER DAN NESTLE Oleh: ` Marza Riyandika Nugraha P056132311.51 MAGISTER MANAJEMEN DAN BISNIS INSTITUT PERTANIAN BOGOR 2014 1. Jelaskan apa yang dimaksud dengan PRICE STRATEGIES. Harga adalah salah satu elemen dari bauran pemasaran yang dapat menghasilkan pendapatan, sementara elemen lainnya menghasilkan biaya. Dan harga merupakan elemen termudah dalam pemasaran untuk diubah, jika dibandingkan dnegan fitur produk, saluran distribusi dan komunikasi yang membutuhkan lebih banyak waktu. Harga juga mampu mengkomunikasikan pada pasar positioning nilai perusahaan dari sebuah produk atau merek. Sehingga produk yang dipasarkan dan didesign dengan baik dapat diberikan harga premium dan meraih untung yang besar. Namun realita ekonomi yang tidak menentu membuat konsumen lebih berhati-hati membelanjakan uangnya, sehingga perusahan perlu meninjau strategi harganya dengan hati-hati agar dapat menentukan kombinasi yang tepat dimana konsumen mampu membayar dan perusahaan mendapatkan laba yang diinginkan.oleh karena itu strategi harga adalah suatu aktivitas dalam mencari harga optimum sebuah produk berdasarkan pertimbangan tujuan pemasaran, permintaan konsumen, atribut produk, harga pesaing dan tren ekonomi maupun pasar. 2. Jelaskan strategi harga yang akan dilaksananakan oleh Nestle dan Unilever. Perilaku konsumen terkadang sulit untuk diprediksi selain karena faktor......

Words: 971 - Pages: 4

Global Strategy

...Global Strategy and Leadership is the capstone segment for the CPA Program professional level. This segment consolidates your learning in the other three compulsory segments, Ethics and Governance, Financial Reporting and Strategic Management Accounting. In the increasingly complex business environment in which organisations operate, characterised by change, uncertainty and escalating competition, the disciplines of strategy and leadership have become critical to successful organisational performance. The aim of this segment is to link the knowledge of management and financial accounting to the concepts of strategy and leadership. Accountants use a variety of technical information to make decisions for the future of the business within an ethical framework of operation. This segment shows that accounting information, ethics, strategy and leadership are applicable to accountants working throughout the world in diverse organisations. As discussed in Ethics and Governance, accounting as a profession is respected internationally and CPAs are employed worldwide. The segment materials address the needs of candidates operating in different international markets in varying roles. This segment builds upon knowledge gained in the other three compulsory segments of the professional level. The concepts of professional ethics and good governance underpin the segment. Candidates who have previously undertaken the Advanced Audit and Assurance or Strategic Management Accounting segments......

Words: 1714 - Pages: 7

Marketing Strategy of Unilever Bd

... 1.1 Introduction Unilever is a multi-national corporation, formed of Anglo-Dutch parentage that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever employs nearly 180,000 people and had worldwide revenue of almost €40 billion in 2005. Unilever is a dual-listed company consisting of Unilever NV in Rotterdam, Netherlands and Unilever PLC in London, England. This arrangement is similar to that of Reed Elsevier and that of Royal Dutch Shell prior to their unified structure. Both Unilever companies have the same directors and effectively operate as a single business. The current non-executive Chairman of Unilever N.V. and PLC is Michael Treschow while Patrick Cescau is Group Chief Executive, who will retire at the end of 2014. Mr Paul Polman will succeed Patrick Cescau as Group Chief Executive. The company is widely listed on the world's stock exchanges. 1.2 Origin of report Since practical orientation is an integral part of the MBA program, I tried to expose real life performance of Unilever by preparing this report. To prepare this report I have come across with different information of the Unilever. From the collected information I understand the company’s activities in the market as Unilever as in their internal preparation for marketing and others activities. I expect that this report will fulfill the requirement of MBA program and provide a clear idea about the Unilever activities and......

Words: 20044 - Pages: 81

Global Strategy

...Chapter 11 Global Strategy and Organization International Business Strategy, Management & the New Realities by Cavusgil, Knight and Riesenberger International Business: Strategy, Management, and the New Realities 1 Learning Objectives 1. The role of strategy in international business 2. The integration-responsiveness framework 3. Distinct strategies emerging from the integration-responsiveness framework 4. Organizational structure 5. Alternative organizational arrangements for international operations 6. Building the global firm 7. Putting organizational change in motion International Business: Strategy, Management, and the New Realities 2 What Is Strategy? • Strategy is a plan of action that channels an organization’s resources so that it can effectively differentiate itself from competitors and accomplish unique and viable goals. • Managers develop strategies based on the organization’s strengths and weaknesses relative to the competition and assessing opportunities. • Managers decide which customers to target, what product lines to offer, and with which firms to compete. International Business: Strategy, Management, and the New Realities 3 Strategy in an International Context • Strategy in an international context is a plan for the organization to position itself vis-a-vis its competitors, and resolve how it wants to configure its value chain activities on a global scale. • Its purpose is to help managers create an international vision, allocate......

Words: 6005 - Pages: 25

Global Strategy

...Pattraporn Jaowatana Global strategy class3 January 19, 2015 Five Forces Model of Industry Environment 1. Threat of new entrants 2. Threat of substitute. * Availability of a product that the consumer can purchase instead of the industry’s product. * Substitute products are goods or services from outside a given industry that perform similar products and services. 3. Bargaining power of customers (buyers) 4. Bargaining power of suppliers 5. Intensity of competitive rivalry. What lesson do you learn from this video in light of strategic management? (Context of substitute) * Focus too much on yourself that you may miss out opportunities. * Company is priorities their products than the competitor. * Gorillized (different category that you might never interested), it could bring you the threat. * There is a goal and procedures to follow but in some case if there is no directive, employees could be more innovative and creative. * External factors may help company to fight with the substitute. Sometimes company doesn’t see yourself, you need some external people for guidance. What are the possible reasons that Kodak did not pay attention to digital camera? * Biggest part of the Kodak products and it well known for the film. If changing to the digital camera, it will contradict their core products. * It will change the mode of the company that they are well known since the beginning of the establishment of......

Words: 469 - Pages: 2

Global Strategy

...Hard Rock Café’s Global Strategy Hard Rock Café’s Global Strategy Identify the strategy changes that have taken place at Hard Rock Café since its founding in 1971. Hard Rock brings the concept of the “experience economy” to its café operation. The strategy incorporates a unique “experience” into its operations. (Heizer & Render, 2014, p. 53). According to Heizer and Render (2014), providing an experience or theme at the different Hard Rock Café’s that cannot be found anywhere else in the world is a succeeding strategy. Even though many other restaurants have not survived Hard Rock continues to grow. They have done this by catering to local tastes and have expanded to “destination” cities since 70% of its guests are tourists. Another strategy used is having added music venues worldwide since they feel music is universal. Collection memorabilia has also been added and is changed throughout the corporation to provide a fresh experience to its visitors. The music and collection angle is used to target different age demographics and has been successful. (Amer, 2004) Merchandising shops with logos specific to that location is an excellent strategy. Customers can only get a specific shirt from a specific place. Consumers may view the shirts as a collector’s item and this in turn generates revenue for Hard Rock since 48 % of its revenue is made from merchandising alone. (Amer, 2004) Hard Rock is always researching new sites and new markets and takes a lot into......

Words: 432 - Pages: 2

Tea Marketing Strategy at Unilever

...is part of the IDH Case Study Series, published in December 2010. Another title in this IDH Case Study Series is: •  nilever sustainable tea, Part II: U Reaching out to smallholders IDH also has a Best Practices Series, whose titles include: • Marketing sustainability • Sustainable sourcing among SME’s • Beyond auditing • Sustainable trading • Retailers and sustainability • Sustainable sourcing and procurement Case study Unilever sustainable tea Part I: Leapfrogging to mainstream  Tania Braga, By Aileen Ionescu-Somers and Ralf Seifert, IMD’s Center for Corporate Sustainability Management Dutch Sustainable Trade Initiative (Initiatief Duurzame Handel) Utrecht, The Netherlands www.dutchsustainabletrade.com office@dutchsustainabletrade.com Foreword A tipping point happens when a critical mass of people begin to shift their perception of an issue and take action in a new direction. As I look across the global landscape, I feel that we are approaching a tipping point concerning global sustainability. It is catalyzed by at least three important realizations by business, government, and civil society: The first is a realization that the world is finite and that a growing population with a higher ambition for living standards will inevitably lead to a world which will be resource and carbon constrained. The second is the realization that to solve the challenges for this future world we need systems solutions. We cannot......

Words: 11079 - Pages: 45

Advanced Management Strategies - State the Strategy of Hindustan Unilever in Your Own Words.

...Advanced Management Strategies CASE – 1 MANAGING HINDUSTAN UNILEVER STRATEGICALLY Questions: 1. State the strategy of Hindustan Unilever in your own words. 2. At what different levels is strategy formulated in HUL? 3. Comment on the strategic decision-making at HUL. 4. Give your opinion on whether the shift in strategic decision-making from India to Unilever’s headquarters could prove to be advantageous to HUL or not. CASE: 2 THE STRATEGIC ASPIRATIONS OF THE RESERVE BANK OF INDIA Questions: 1. Consider the vision and mission statements of the Reserve Bank of India. Comment on the quality of both these statements. 2. Should the RBI go for a systematic and comprehensive strategic plan in place of its earlier pragmatic approach of responding to environmental events as and when they occur? Why? CASE: 3 THE INTERNATIONALISATION OF KALYANI GROUP Questions: 1. What is the motive for internationalisation by the Kalyani Group? Discuss. 2. Which type of international strategy is Kalyani Group adopting? Explain. CASE 4: THE STORY OF SYNERGOS UNFOLDS Questions: 1. Identify the type of organisation structure being used at Synergos and explain how it works. What are the benefits of using this type of structure? What are the pitfalls? 2. Express your opinion about whether the structure is in line with the recruitments of the strategy that......

Words: 373 - Pages: 2

Global Strategy

...1. Briefly describe the content of your poster and how it was organised (400 words) Consider the theme, flow of content, connections with pictures, graphics and illustrations, layout, colour consideration, special features (if any), text, fonts, etc. Basically, you should talk about your group’s poster in words. My group’s poster talked about global strategy of Tata company in motors industry entering to UK market. In the global strategy of Tata motors, the macro-environment and micro-environment factors were presented to indicate the influence of external and internal factors to the succeed of company in UK market. In the poster, the recession was referred to demonstrate that Tata firm overcame challenges and difficulties to succeed. The UK flag theme showed that my group would present the penetrated country from India. To explain my poster, the its content showed clearly the factors influent in the successful strategy of Tata company, the targeted country as well as the international strategy. Based on the content which my group wanted to present, the pictures did not indicate the content of international strategy in Tata motors that made the audients not predict what my group would present. The font in my poster was designed to audients could read and follow my group in presentation. My group did researches together to find out the cause of success in entering UK market of Tata and 2. Which are the skills, in your opinion, that you developed through the......

Words: 296 - Pages: 2