University of Dhaka

Department of International Business

Course Name: Principles of Management

Course Code: EIB-506

Assignment on
Strategic Planning of Unilever

Submitted to-
Dr. Khondoker Bozlul Hoque
Professor, Department of International Business
Submission date- 14/08/2018

Submitted By:
Md. Oliur Rahman Pritom 801825040
14 august,2018

Professor (Dr.) Khondoker Bozlul Hoque,

Department of International Business

Dhaka University

Subject: Letter of Transmittal.

Dear Sir,

I feel immense pleasure in presenting to your good self, the term report
as a part of our course requirement. We found this report to be truly
challenging in many aspects, indeed very interesting in relation to the
various interpretational and engrossing exercises. Writing this report
itself was truly comprehensive learning experience.

The assignment is mainly based on the Strategic Planning of Unilever.

I tried my level best to complete the report with respect to the desired
requirements. However, if any explaining is required, I would be
honored to oblige. Kindly accept this humble effort of bringing forward
my findings on the subject matter.

Yours sincerely,

Md. Oliur Rahman Pritom

ID#801825040
 Preface

In any comprehensive work, like this, credit must go to

the multitude of people. I am still students and just
novice. Hence, I have taken help from different people for
preparing my report. Now here is a petite effort to show
our deep graduate to those helpful people.

First, I commit myself grateful to Allah for his unlimited

kindness and maximum helpful hand in continuing my
report preparation.

I express my sincere gratitude to my honorable course

teacher Professor (Dr.) Khondoker Bozlul Hoque,
Department of International Business, Dhaka university
for their guidance and valuable remark about the
convention of the report.
 Executive Summary

Unilever Limited is one of largest multinational business firm in the world. Over the last four decades,
Unilever Bangladesh has been constantly bringing new and world-class products for the Bangladeshi
people to remove the daily drudgery of life. Over 90% of the country’s households use one or more of
our products. It provides sixteen verities brands and try to mitigate all types of human demand by
introducing with new innovative products. Unilever Operations in Bangladesh provide employment to
over 10,000 people directly and through its dedicated suppliers, distributors and service providers.
99.5% of UBL employees are locals and they have equal number of Bangladeshis working abroad in
other Unilever companies as expatriates. Unilever wants to attract the best graduates to join in their
leadership actions. This report enlightens what type of recruitment opportunities offered by Unilever
Bangladesh Limited for university students and how the students can access that opportunity. Unilever
look for passionate people who want to do real business and have the potential to be highly motivated
by brands, and are enthusiastic, creative and rigorous. They want people who are hungry for success
and can work confidently in teams.

Unilever create an environment where people with energy, creativity and Commitment work together
to fulfill ambitious goals. In addition, they all work to the highest standards of professional excellence
and integrity Most career are open to graduates of any discipline, although there are some exceptions. If
you know which area interests you, great – but it’s good to keep an open mind and find out about all the
opportunities they offer. Unilever accomplish their recruitment and selection process basically into
three criteria. One is committed in distribution department where employs is selected on their physical
skilled and recruitment and selection process is committed by competency based interview, case
Unilever create an environment where people with energy, creativity and Commitment work together
to fulfill ambitious goals. In addition, they all work to the highest standards of professional excellence
and integrity Most career are open to graduates of any discipline, although there are some exceptions. If
you know which area interests you, great – but it’s good to keep an open mind and find out about all the
opportunities they offer. Unilever accomplish their recruitment and selection process basically into
three criteria. One is committed in distribution department where employs is selected on their physical
skilled and recruitment and selection process is committed by competency based interview, case Surf
Excel encourages all to learn through new discovery and exploration. Unilever believe in all these
insights as well. They believe the people who work with us are confident of their capabilities, believe in
nothing less than star performances and of course are not afraid to work hard at achieving goals.

Introduction
Unilever is a multi-national corporation, formed of Anglo-Dutch parentage that owns many of the
world's consumer product brands in foods, beverages, cleaning agents and personal care products.
Unilever employs nearly 180,000 people and had worldwide revenue of almost €60 billion in 2010.
The company is widely listed on the world's stock exchanges.
Corporate Planning
Mission Statement:

Unilever's mission is to add Vitality to life. Unilever meets every day needs for nutrition; hygiene
and personal care with brands that help people feel good, look good and get more out of life.

Vision:

Unilever operates their business with a view to:

 We work to create a better future every day.

 We help people feel good, look good and get more out of life with brands and services that
are good for them and good for others.
 We will inspire people to take small, everyday actions that can add up to a big difference
for the world.
 We will develop new ways of doing business with the aim of doubling the size of our
company while reducing our environmental impact.

A new vision:

In November 2009 we launched a new vision to double the size of our business while reducing
our overall environmental impact across our entire value chain. The commitment presents
Unilever with a major challenge. The reduction we are talking about is an absolute one. It
incorporates all our impacts right across the value chain ± from the sourcing of our raw materials
through to consumer use and disposal of our products. In short, we intend to decouple growth
from environmental impact.

Star Products:

High growth rate & high market share

 *Lux
 *Sun silk
 *Surf Excel
 *Close up
Cash Cow products:

Low growth rate & high market share

 *Ponds
 *Lipton Taaza
 *Lifebuoy soap
 *Rexona

Question Marks products

High growth rate & low market share

 Wheel Power White

 Wheel lemon Power
 Dove
 Fair & lovely

Dog Products:

Low growth rate & low market share

 Lifebuoy shampoo
 Vaseline

Departments in Unilever:

During my visit at Unilever office I come to know that there are following departments are
currently working:

 Research and development

 Information technology
 Human Resource
 Supply Chain
 Marketing
 Customer development
 Business to Business
 Finance Department
SWOT analysis of Unilever:

Findings & Analysis ;

Strengths

 Largest organizations
 Advanced technology
 Well skilled professionals’
 Good distribution network all over the world
 Unilever provided creative strategies
 Strong marketing and good image creation
 Wide distribution channels in both national and internal markets
 Decentralized decision-making
 High market share
 Strong management teams
 Efficient HRM department
 Strong reputation
 Global innovation centers
 Understanding local culture

Weaknesses

 Competitors offered better alternative product

 Dual co-chair approach and dual company structure create problems
 Lack of high volume brands
 Slow sales growth compared with the competitors.
 Low cash flow
 Focus on short term strategy
 High cost of restructuring
 Hard to manage and control company structure
 High cost limit promotions in company

Opportunities

 Rural areas are a large prospective market

 Employing external job applicants
 Gain high market share
 Introducing new distribution channel
  Advertising through e-commerce
 Promote its products in new geographic areas
 Customer base is increasing with effective marketing
 Take advantage of the changes of technology
 Increase cash flow
 Gain scale of economies
 Decrease its labor cost
 Maintaining good relationship
 Current capacity utilization is 80%

Threats

 Product innovation is ineffective

 The high competition for market share increases rapidly
 Changes of people’s lifestyle
 Political and Economic factors
 Increasing social awareness in society
 Unfavorable conditions
 Company’s image destroyed
 Acquisition decision

Strategic business unit (SBU):

1. Home care brands

2. Personal care brands

3. Food brands

Home care brands:

 Surf Excel
 Vim
 Wheel Lemon Power
 Wheel Power White
Food brands:

Taaza

Personal care brands:

 Clear
 Close up
 Dove
 Fair and Lovely
 Lifebuoy
 Lux
 Pepsodent
 Pond's
 Rexona
 Sunsilk
 Vaseline

Conclusion:

In View of the following data Unilever is one of the manufacturing sector who need to produce
more output by implementing new technologies, new tariffs, and new consumer satisfaction value
added services. Further, it is still the largest manufacturer in the world in terms of geographic reach
&quality.