Case Study on Unilever’s Path to Growth Strategy: Is It Working?

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I. Current Situation A. Current Performance: Unilever is a world renowned company, which was created in 1930 through the merger of margarine Unie, a Dutch margarine company and British-based Lever Bothers, soap and detergent company. Unilever had 1600 brands and sales & marketing efforts in 88 countries all over the world. The main target were to get top-line sales growth of 5-6 percent annually and to increase operating profit margin from 11 percent to over 16 percent both to be accomplished by the end of the year 2004.They cutting down their portfolio from 1600 to 400 core brand. Increasing profit margin to 11 to 16 percent by year end 2004. Unilever had extended its brand portfolio 500 to 600 brands in 2003 and…show more content…
In fact they have a phrase for their philosophy: 'doing well by doing good'. They value colleagues as individuals, they're friendly towards each other and they're informal in terms of corporate behaviour and, to a large extent, dress code. They go out of their way to build personal networks throughout the company, not just in their area of responsibility. Finally, they believe in everyone's ability to develop and grow. Whatever Their function, role or level, they all have an equal right to take advantage of learning opportunities and progress how they want to in Their chosen careers. Their people have a passion for achievement, strive for outstanding results and are determined to get things done. To make sure that happens each and every day, they have created a working environment in which you can be yourself. After all, as a business they need to be as diverse as their millions of consumers around the world. B. Organizational Activities Analysis Marketing: Marketing department of Unilever was very strong & potential. They concentrated on advertising and marketing to get higher margin business and to develop brand value. The food division was organized into six categorized. These are – • Spreads • Culinary & cooking products • Dressing • Beverage • Health and wellness • Frozen foods • Ice Cream

The home and personal division was eight categories. They
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