Creating Entrepreneurial Change
Task 1
1.A Organization Background
1.A.1 Organization Name – Unilever
1.A.2 Organization Information Unilever is an 1.A.3 Organization Size
Anglo-Dutch multinational FMCG company,
that was founded in 1929. It is one of the
largest multinational FMCG companies in the
world where its over 400 products are
available in over 190 countries. (© Unilever
Figure 1.0 Size of the organization (Unilever,2021)
2021). Unilever consists with the 3 divisions as
Beauty & Personal Care, Foods & Refreshment and Home Care (Unilever Annual Report 2020)
1.A.4 Range of Products and Services Figure 1.0 Size of the organization (Source Unilever,2021)
Uniliver
Category Annual Turnover (2020) Products
Axe, Clear, Dove, Lifebuoy, Lux, Pond’s, Rexona, Signal,
Beauty & Personal Care €21.1 billion
Suave, Sunsilk, TRESemmé, Vaseline
Ben & Jerry’s, Breyers, Brooke Bond, Heart (Wall’s),
Foods & Refreshment €19.1 billion Hellmann’s, Knorr, Lipton, Magnum, The Vegetarian
Butcher, Unilever Food Solutions
Cif, Dirt is Good (Omo, Persil), Domestos, Seventh
Home Care €10.5 billion
Generation, Sunlight
Table 1.0 Range of Products (Source (© Unilever 2021).
1.A.5 Customer Base
Category At a glance Demographic Geographic Psychographic Behavioural
2.5 billion people use more than
Men & Women, Low-
Consumers 400 brands bought in 190 countries,
upper, middle Income
daily
Americas, Europe
Benefits,
large traditional store ,Middle East, Beleivers Strivers,
Patterns, Usage
partners, online-only South Asia , Makers, Thinkers
25 million retail outlets, in over 190 rate
"Customers" retailers, small family- South East Asia
countries.
owned shops and value
retailers
Figure 1.1 Customer Base & segmentations (Developed through Kotler’s Principles of Marketing, Unilever website & Annual
Report,2020)
1.A.6 Main Competitors -According to the Revenue and employee size, main competitors who
share the same business interest of Unilever are Nestle, Johnsons & Johnsons and P&G. (2021
OWLER, INC.) Figure 1.2 Unilever Competitors by revenue 2020 (OWLER, INC. 2021)
Unilever Competitors
150 (Revenue)
100
50
0
P&G Neste Johnsons & Unilever
Johnsons
Creating Entrepreneurial Change
1.A.7 Stakeholders - Freeman (1984) defines Level of Intrest
stakeholder as any group or individual who can affect or High Low
is affected by the achievement of the organization's Management
High Committee,
objectives. Johnson, Scholes and Whittington (2005) Competitiors
suggest that Mendelow Matrix can be used to keep track Level of Suppliers &
Power business
of changes in the potential influence of different Low partners,Employees
Planet &
society
stakeholder groups and to assess the impact of a ,Shareholders,
Customers
strategic development on stakeholders
Figure 1.3 Stakeholders of Unilever in Mendelow's Matrix
Internal Management, Employees
Unilever Governments, Suppliers, Customers, Consumers,
Stakeholders External Scientists, Communities, Competitors, Trade
associations
Table 1.1 Internal & External Stakeholders of Unilever -(Source – Unilever,2021)
1.A.8 Key Customer Segment
As shown in figure 1.1 Unilever client segments
may rapidly vary based on the brand. Holistically
customers of Unilever as a global organization
can segmented into 3 divisions so as their
business divisions. In terms of turnover, Beauty
& Personal Care customer segment plays key
role in the overall company. (figure 1.4)
Figure 1.4 Annual Turnover of Unilever brand divisions- (Source- Annual Report,2020)
1.A.9 Theme chosen and rationale for Choice - Brundtland (1987) defines Sustainable development
is development that meets the needs of the present without compromising the needs of future
generations to meet their own needs. Currently lot of larger companies tries to adopt sustainability
via approaching Tipple Bottom Line concept which preliminary describes about achieving the
sustainability by focusing on Planet, People and Profit. Unilever achieved their 2010-2020 “Sustainable
Living Plan” (figure 1.6). Since 2021 Unilever has a new sustainable strategy plan. The core idea of this
strategy is “to make sustainable living commonplace”. This idea is the base for Unilever’s “Compass
Strategy” (© Unilever 2021). The vision of the company is to become a global leader in sustainable
business. In order to realize this vision, company follow three rules – “brands with purpose grow”,
“companies with purpose last”, “people with purpose thrive”.
Figure 1.5 USLP 2010-2020 (Source-Unilever 2021) Figure 1.5 New Sustainability plan (Source-Unilever 2021)
