Essays on The Environment of Unilever Company Case Study

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The paper 'The Environment of Unilever Company" is a good example of a management case study. The environment for the Fast Moving Consumer Goods (FMCG) is changing rapidly, more especially, with the increasing popularity and brand leveraging in different line extensions within the industry. Consumers have been very critical in attaching themselves to a given brand, and thus, the FMCG manufacturers have constantly come up with the best products that satisfy their needs. Unilever has been one of the leading FMCG companies in the world. This paper analyses the environment in which Unilever operates, and identifies the economic and social factors in the volatile business environment.

It further explains the possible impacts that these factors may have on the business strategy and operations of the organization. The international company of Unilever was founded in 1930 by merging two companies, lever brothers and margarine union. Their agreement was to work on the same structured board and their shareholders to be given equal profits. As a result of the merger, Unilever came into existence, and it consists of Unilever PLC in London, England, and Unilever NV in Rotterdam, Netherlands.

Both Unilever companies effectively operate as a single business and have the same directors. Unilever’ s core business consists of foods, and home and personal care products. Some of the products under the food division are Knorr, Skippy peanut butter, Hellmann's mayonnaise, Cornetto, Lipton, Bertolli, etc. In fact, it is number three in the food business after Kraft and Nestle foods. On the other hand, the brands under the home and personal care category include surf, pepsils, cif, dove, comfort, lynx, lux, Vaseline, Omo (detergent), sure, sunsilk, timotei, and ponds among others (Unilever, 2011). In measuring the success of an organization, we consider the standards it sets on the environment under which it operates.

Unilever’ s mission is to add value not only to the life of its current customers but also to its potential customers (Unilever, 2011). This mission can only be accomplished in a turbulent environment and not in a vacuum. Therefore, the business environment consists of economic, social, political, and technological forces that influence the organization and can positively or negatively impact the organization. These factors are basically outside the influence and control of the organization.

With the rapid changes taking place in the world, developments in the range of these factors influence the ability of Unilever’ s survival and prosperity (Thomson and Baden-Fuller, 20100.

References

Applegate, E and Johnsen A 2007 Cases in advertising and marketing management: Real situations for tomorrow's managers, Rowman & Littlefield, London.

Bartlett, C and Ghoshal S 1989 Managing across borders, Harvard Business School Press, Boston.

Julius, H and Johnson J 1995, “An empirical analysis of the integration-responsiveness framework: US construction equipment industry firms in global competition”, Palm Grave Macmillan Journals, 5 (2), 45-58.

Keller C 2010 Procurement and inventory: Unilever’s procurement function & inventory requirements at a glance, GRIN Verlag, USA.

Thomson, N. and Baden-Fuller C 2010 Basic strategy in context: European Text and Cases, John Wiley and Sons, New York.

Unilever 2011 Unilever Inc. Retrieved February 17, 2011, from http://www.unilever.com/

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