联合利华的增长策略.ppt

Unilever sPathtoGrowthStrategy IsItWorking BiancaCole ReginaldGreen KameelaMcClinton StephanieRichardson DerekWebster CompanyOverviewEnvironmentalAnalysisFinancialAnalysisStrategicIssueRecommendationsImplementationQ A Agenda Createdin1930asresultofamergerKeyplayerinthefoodandhouseholdproductsindustryMaintainsdualheadquarter dualchairpersonapproachLaunchedPathtoGrowthstrategy 2000 torevivethecompanyHistoricallygrewthroughacquisitions CompanyOverview CompetitorComparison TopSegment TopBrand CEO Stockpershare Growth Revenues RevenueGrowth International BusinessSegments Employees CG Foods Consumercare Food Food Dove Tide Mac Cheese KitKat A Burgmans 66 03 15 58 42 942M 11 93 100 A G Lafley 234000 53 76 9 25 28 2BL 19 42 5 110000 R Deromedi 30 70 P Letmathe 8 2 66 90 11 23 69B 31 010M 4 3 1 93 150 86 5 10600 6 253000 3 S W O T Analysis Rationale AttractiveDrivers Unilevercontributions BuildstrongportfolioStrategicallyattractivecategory Strongcustomerreach20 annualgrowthrateStrongsalesanddistributionnetworkOpportunityforproduct WouldmakeUnileverworld slargesticecreamproductsmakerPremiumpricesStrongbrandequity 10thlargestU S basedfoodproductscompaniesHistoryofgrowthinrevenuesandearningsStrongglobalposition SlimFast Bestfoods Ben Jerry s 2 3billioncashInternationalpresence 326millionCompetenciesintheindustry 20 3billioneurocash assumptionofnetdebtOperatingefficiencySimilarportfoliosandgeographiccoverage Revenues NetIncome FinancialAnalysis NetProfitMargin Employees FinancialAnalysis cont Revenues ProductSegmentation WhyPathtoGrowthStrategy YearsofslowperformanceLackofsoundcorporatestrategyNumerouslow volumebrandsSmallglobalpresencecomparedtocompetitionMediocreperformanceinemergingmarkets 5yeargrowthplanReduceportfolioto400 core brandsFocusR DandadvertisingonleadingbrandsConcentrateonproductinnovationtofuelinternalgrowthGrowthroughacquisitions ElementsofPathtoGrowth Source CraftingandExecutingStrategy ObjectivesofPathtoGrowth Expectations Achievedouble digitEPSgrowthSecureabettercompetitivepositioninglobalfoodandhouseholdBuildbrandvaluetogainpricingpower Top linesalesgrowthof5 6 annuallyIncreaseoperatingprofitmargins11 toover16 Plantobeaccomplishedbyyearend2004 StrategicTargets SuccessfullytrimmedunsuccessfulbrandsLeadingbrandsincreasedsalesfrom75 to93 12brandswithsalesof1B ConsistentgrowthinHome PersonalCareImprovedoverallqualityandgrowthprofileofFoodportfolio Yes Globalprocurementprogramshavedelivered2 4B excessof1 6BtargetImprovedcapitalefficiencySuccessfulintegrationofBestfoodsacquisitionOperatingassetshaveimprovedby9 exceeding6 target Isitworking Reportedanetlossof 318MIn2004 underlyingsalesgrewbyonly 4 leadingbrandsby 9 Issued1steverprofitwarningaheadofthirdquarterresults 3 declineLaggingbehindcompetitorsintermsofmarketingandinnovation No Unileverwasgettingthere butgettingtheretoolate Isitworking FailuretoincreaseadvertisingandmarketingeffortsStilllackfocusandeffectivestrategyexecutionThecompanyremainedtoolocalandfragmentedUnileverplanstodiscontinuethe PathtoGrowth Strategy Sowhat snext StrategicIssue Whatadjustments bothinternallyandexternally shouldUnilevermaketorebuildastrongandfocusedcompetitivestrategy 1 ReorganizeandstreamlineUnilever sorganizationalstructure 2 Implement UnileverBeliever productandbrandextensions Recommendations Recommendation1 Recommendation1StrategyJustification Unilevermaintainedtwobusinessentities dualchairpersonapproachUnileverGroupownsUnileverPlcandUnileverNVListstockseparatelyandshareboardofdirectorsManagementtypicallyweartwo threehatsBoardandbusinessresponsibilitiesconflictedCompanyremainedtwolocalandfragmentedRecognizetheneedtostreamlineleadershipandmanagementstructure Reducedeffectivenessandslowedthedecisionmakingprocess UnileverPlc UnileverNV OneUnilever OneUnilever AninitiativetocreateanoverallumbrellabrandacrossallUnilever sbrandsthatwilleventuallyconsolidatevariousbusinessesunderonename Margarines spreads oilsFrozenFoodsIcecreamsTea basedbeveragesCulinaryHealthandWellnessFragrancesDeodorants toiletryOralCareSoaps lotions skincareLaundryHousehouldcareCleaningProducts IrelandKoreaNeverlandsItaliaUS GlobalEnablingTeamRegionalLeadershipTeamGlobalProcessOwners CustomerBusinessDevelopmentFinanceHumanResourcesITMarketResearchGovernmentRelationsProductSupplyPublicAffairs OneUnilever Margarines spreads oilsFrozenFoodsIcecreamsTea basedbeveragesCulinaryHealthandWellnessFragrancesDeodorants toiletryOralCareSoaps lotions skincareLaundryHousehouldcareCleaningProducts IrelandKoreaNeverlandsItaliaUS GlobalEnablingTeamRegionalLeadershipTeamGlobalProcessOwners CustomerBusinessDevelopmentFinanceHumanResourcesITMarketResearchGovernmentRelationsProductSupplyPublicAffairs OneUnilever KEYTOSUCCESSAsimplermanagementstructurewillincreaseaccountabilityandspeedthedecisionmakingprocess Providesagreaterclarityofleadership responsibility andaccountabilityAllowsUnilevertofocusontheneedsoftheircustomersandconsumersthusreignitinggrowthandincreasingsalespotentialProvidestheabilitytoleveragescaleofoperationsCreateastrategicplatformforbrandmanagement Recommendation1Deliverables Recommendation2 UnileverBeliever ProgramthatfocusesonbrandinitiativestotheconsumerLetstheconsumerknowmoreabouttheproductanditsusesObjective BringtopofthemindawarenessStrategy Useadvertisingthatconnectswithconsumerneeds BelieveinUnilever Recommendation2StrategyJustification ConsumersdemandhighqualityproductsthatbothareconvenientanddeliciousConsumerslookfornewwaystouseproductsMorefemalesareworkingfulltimejobsLargepopulationofsingle parenthouseholdsIncreaseconsumerfocusonhealthandnutrition ProductsofFocus LiptonExtension Energydrinksjumped56 insaleslastyearMarkethasexceed 100millionMainCompetitor RedBullPositioningStatement AHealthierAlternativetoEnergyDrinks FocusonEnergyDrinks LiptonExtension Product LiptonLiftTargetMarket Youngadults18 32Uses stayupallnightand orstartanightoutMainIngredients Caffeine VitaminB GuaranaAdvertisements Highlighthealthieringredientsoftheproductwhileshowcasingitsabilitytogiveenergyandrevitalizebody Featured