Unilever联合利华公司管理分析

1、table of contents1.0 introduction22.0 mega environment32.1 international32.2 economic43.0 task environment53.1 customers & client53.2 competitors64.0 explain and describe your chosen entrepreneur using the management concepts and theories you have learnt in this module85.0 do you think the chose

2、n organization will be successful under the current leader in the future?why or why not?96.0 conclusion107.0 group task report118.0 references121.0 introductionthe purpose of this report is to investigate and discuss about a company named unilever. in this report we will be analysing the mega-enviro

3、nment factor，task environment factor, theories and management concept used by this entrepreneur and whether the current leader selected will lead this organization to success.by doing research on searching and examining in journals, articles through internet sites，the company - unilever is basically

4、 one of the greatest and largest multinationals firms over the world which headquarter located in both london and rotterdam.their most selling products include foods，home& personals careand personal skincare.(elshof, 2005)they are holding over 400 brands，including famous and well-known brands su

5、ch as lifebuoys and sunlight(unilever，2014)，while 14 of which generates sales that exceeds over 1 billion a year.unilever was founded in 1929 when two major companies - margarine unie and lever sunlight merged together. unilever have the same board of directors but different sets of shareholders(jon

6、es, 2002). until 1996 then，the “chief executive” was only performed by a three-person special committee which consists of two chairmen and one director.recently， they has been awarded with 44 awards at the 60lh cannes lions international festival of creativity.2.0 mega environment2.1 internationalas

7、 we all know，unilever is one of the biggest multiple food，beverages, cleaning agents and personal care products listed companies in our world. it is the world's third-largest consumer goods company measured by 2012 revenue，after procter & gamble and nestle. may be its global business princip

8、le can express all the convictions of unilever: become a localization of transnational corporations (tncs).(baidu，2014)the management of unilever during buying the local famous brands to achieve the purpose of becoming the biggest multiple food，drinks, detergents and personal care products company i

9、n the world. after bought by unilever these brands can have the chances to expand all over the world.(baidu, 2014)until today, its products are commonly exported to overseas，you can buy unilever products in everywhere of your countries. there are more than 400 brands belong to unilever. as one of th

10、e oldest multinational companies，it has production plants in 25 countries and its products are available in about 190 countries，especially asia and europe.statistic indicates that there are more than two thousand million people choose to buy unilever products in the world. these products make people

11、 far away from illness，fell happy， and resilience，enjoy more perfect life, and let their life more dynamic. (unilever，2014)the managements of unilever realized that if you want your company full of vitality, you must combine internationalized technology and management experience. they invested one h

12、undred and sixty-six million rmb to set up the sixth research and development center in shang hai，china and invested about eight hundreds and ninety-one euros to all six research and development center in the year of 2oo9.this chinese center has one hundred and fifty employees. unilever give them th

13、e most important duties of researching product formula. especially using natural ingredients advocated mostly in chinese traditional science into products.(baidu, 2014)2.2 economicas one of the strong and healthy companies in the world with many successful brands, unilever has an opportunity to expa

14、nd into foreign markets in order to gain access to customers around the world. supported by strengths of its four key brands - dove, sunsilk, rexona and lux,unilever firstly entered in foreign market to compete internationally by entering few selected foreign markets. once successfully introduced it

15、s product in several market, unilever is then expands its success brand to many other markets.(fikri, 2010)for unilever to compete in the market, it launched its sustainable living plan (uslp)，one of the most ambitious strategies that a global company has ever embarked on.(uren，201 l)with this strat

16、egy，brands that are integrating sustainable living into their core purpose all performed well in 2013. for example, lifebuoy, dove and comfort one rinse all grew by double digits. (unilever, 2014)moreover，in entering the emerging-country market unilever prepare to compete on the basis of low prices.

17、 when unilever entered the market for laundry detergent in india，itrealizes that 80% of the population could not afford the brands it was selling to affluent consumers there. therefore, to compete against a low-priced detergent made by a local company, unilever came up with a low-cost formula that w

18、as not harsh to the skin，constructed new low-cost production facilities，packaged the detergent in singled-use amounts so that it could be sold very cheaply，distributed the products to the local merchants by handcarts and crafted an economical marketing campaign that included painted signs on buildin

19、g and demonstrations near stores. the new brand quickly captured $ 100 million in sales and was the number one detergent brand in india in 2004 based on dollar sales. (fikri，2010)conclusion，the global strategy used by the unilever is preferable to localized strategies because unilever can more unify

20、 its operations and focus on establishing a brand image and reputation that is uniform from country to country.3.0 task environment3.1 customers & clienthow they attract customers?according to genevieve berger，chief science officer, he says that unilevers key goal is to double the size of their

21、business as the same time as to reduce the overall environment impact which innovation is the core to that aim.(farnelh n.d.) they also invented unilever r&d where customers can fulfil their needs in looking for products that means they can do something for the environment as well as helping the

22、m look good，feel good and get more out of life(unilever, 2014).the unique selling point for unilever is they not only selling their products all over the world， but also provide services at their menu organisation, kitchen preparation and guest satisfaction. the combination of high quality products

23、and excellent service has been key in consolidating unilever food solutions position as a market leader.risk and challenges facedthe challenges that unilever faces are the constantly changing of consumer tastes, preferences and behaviours(godelnik，2012). this is pointed out in their annual report 20

24、13 and they hope that they are able to characterise their brands and products to fulfil the needs for the customers. (unilever，2013)the strength of relationship between the companies with the customers also affects their ability to gain the pricing and secure favourable trade terms. unilever may not

25、 be able to maintain strong relationships with customers and failure to do so could negatively impact the terms of business with the affected customers and reduce the availability of our products to consumers.still，even with this sort of challenges，unilever is proving in the annual report that it kn

26、ows not only to draw an impressive road map on being environment friendly when using their products，but also to follow the customers satisfaction as well.(unilever, 2013)3.2 competitorsunilever has strong competition worldwide by multinational. according to studymode(2014)，the biggest competitive ma

27、rket of unilever is procter & gamble(p&g) that is established in 1837. in global perspective，they offer almost the similar product line and their focus is also on the same type of market.procter & gamble is one of the worlds largest producers of household and personal products that gener

28、ate over $1 billion in revenue annually. unilever and procter & gamble make their brands more concentrate on home care and personal care products to compete each other becauseboth of them cover almost 85% of the market in asian. p&g markets produce almost 300 products to more than five billi

29、on consumers in 140 countries.mentioned by worlds(2014),hindustan unilever ltd (hul) is subsidiary operators of unilever in india. it is the largest consumer goods company in the country that presence in home care, personal care，foods and beverage.lt has not gained much success in the foods portfoli

30、o although it is a market leader in most of the personal care and home care products. procter & gamble have three subsidiaries. there are procter & gamble hygiene & healthcare (pghh)，gillette and procter & gamble home products (pghp).pghh sells feminine hygiene and healthcare product

31、s whereas gillette markets men grooming products and pghp sells the bulk of personal care and home care products that compete with rival huls products.both companies have now chalked out plans to expand their market share in the emerging markets. in comparison, p&gs products are more premium. it

32、 remains to be seen, how the two companies battle out to increase their turf.the products of procter & gamble(p&g) companyunilever products4.0 explain and describe your chosen entrepreneur using the management concepts and theories you have learnt in this module.unilever has comply the three

33、 needs theory in their organization to succeed. the three needs that are acquired are need for achievement (nach)，need for power (npower) and need for affiliation (naff). need for achievement is the desire to accomplish challenging tasks and achieve a standard of excellence in ones work. unilever ha

34、s successfully introduced unilever sustainable life to enable unilever not only to fulfil customers needs, but also contribute themselves to the world which makes their product environment friendly.moreover，need of power is one of the needs for unilever to achieve their goals. for instance， unilever

35、 targets politicians as well，in order to influence，direct and shape policies. the company takes an active stance with huge market power, aiming to create a more favourable business climate. (corporate watch，n.d.) lastly, unilever also implement the need for affiliation which is the desire to maintai

36、n warm，friendly relationships with others. they invented unilever r&d where customers can fulfil their needs in looking for products that means they can do something for the environment as well as helping them look good，feel good and get more out of life.5.0 do you think the chosen organization

37、will be successful under the current leader in the future? why or why not?the current chief executive officer of unilever，which belongs to one of the board of unilever，has successfully introduced unilever sustainable life(unilever，2014) to enable unilever not only to fulfil customers needs，but also

38、contribute themselves to the world which makes their product environment friendly(unilever, 2014). furthermore, according to the annual report 2013, it shows that the profit earned increases from £352 to £422 (in million) comparing year 2012 and 2013.(unilever, 2013)in that case, i believe

39、 that the current leader of unilever will make their organization successful as he can see what the society needs in the future and making effort on it. the strategies and plans used are effective on making the organization earn profit.6.0 conclusionthis report has identified 4 different environment

40、al problems faced by the organisation and how they overcome these matters. by looking on different environmental aspect，it seems like unilever has really put a lot of effort on contributing themselves to the society and ensure their products are environmental friendly. today，unilever has become a we

41、ll-known organisation with several famous brands that helps their company to earn profit and continue to provide product and services to the society. in our opinion，unilever did a very good job not only onto service the society but also promote healthy life to us customers such as thelifebuoy handwa

42、shing behaviour change programme launched in 2010(unilever， 2014). we hope that unilever could continue their contribution to the world so that a lot of people in need could get aid in the sense of knowledge from the company.7.0 group task reportgroup members:choy vengsie (tp34458)yam yee ling (tp34

43、123)ding ling (tp33295)teoh wan qi (tp34364)no.task / description / responsibilityname & signature1-doing research on mega environment : economic environmentresearch on the management concepts and theories that was used by the entrepuer.choy vengsie tp344582-doing research on task environment: c

44、ompetitorsyam yee ling tp341233-doing research on mega environment : international environmentding lingtp0332954-introduction-doing research on task environment: customers and clients-rearranging groups assignments-conclusionteoh wan qi tp0343648.0 referencesbaidu，2014. unilever. onlineavailable at:

45、 id=3522075&type=syn&fromtitle=unilever&fr=aladdinaccessed 21 june 2014.corporate watch，n.d. unilever: influence /lobbying. |onlineavailable at: /content/unilever-influence-lobbying accessed 2 july 2014.elshof，p.，2005. unilever company profile. onlineavailable at:http:/www.somo.nl/html/paginas/pdf/company_profile_unlilever_2005_nl.pdfaccessed 11 june 2014.farnell，c.，n.d. unilever food solution. onlineavailable at: accessed 11