Case Study of Unilever
The Association of Business Executives International Business Case Study Unilever
Afternoon, 4 December 2012
This is an open-book examination and you may consult any previously prepared written material or texts during the examination. Only answers that are written during the examination in the answer book supplied by the examination centre will be marked.
6IBCS1212
© ABE 2012
Notes l As in real life, anomalies may be found in this Case Study. Please simply state your assumptions where necessary when answering questions. ABE is not in a position to answer queries on Case data. Candidates are tested on their overall understanding of the Case and its key issues, not on minor details. There are no catch questions or hidden agendas. After the publication of the Case Study, subsequent developments may occur. The examination is based on the published Case Study, and students who do not mention such developments will not be penalised. However, students may consider such developments in their answers if they wish.
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6IBCS1212
2
Unilever Case Study Introduction Unilever is a British-Dutch multinational fast-moving consumer goods (FMCG) company. Its products include foods, beverages, household cleaning agents and personal care products. It is the world’s third-largest FMCG company measured by revenues (after Procter & Gamble and Nestlé) and the world’s largest maker of ice cream. Unilever is a dual-listed company consisting of Unilever N.V. in Rotterdam, Netherlands and Unilever PLC in London, United Kingdom. Both Unilever companies have the same directors and they operate as a single business. As of December 2011, it was the 18th largest company on the London Stock Exchange, and the combined market capitalisation was £51 billion. Unilever is organised into four strategic business units (SBUs), as follows: l Savoury, Dressings and Spreads - including soups, bouillons (stock cubes), sauces, snacks, mayonnaise, salad dressings, margarines and
Afternoon, 4 December 2012
This is an open-book examination and you may consult any previously prepared written material or texts during the examination. Only answers that are written during the examination in the answer book supplied by the examination centre will be marked.
6IBCS1212
© ABE 2012
Notes l As in real life, anomalies may be found in this Case Study. Please simply state your assumptions where necessary when answering questions. ABE is not in a position to answer queries on Case data. Candidates are tested on their overall understanding of the Case and its key issues, not on minor details. There are no catch questions or hidden agendas. After the publication of the Case Study, subsequent developments may occur. The examination is based on the published Case Study, and students who do not mention such developments will not be penalised. However, students may consider such developments in their answers if they wish.
l
6IBCS1212
2
Unilever Case Study Introduction Unilever is a British-Dutch multinational fast-moving consumer goods (FMCG) company. Its products include foods, beverages, household cleaning agents and personal care products. It is the world’s third-largest FMCG company measured by revenues (after Procter & Gamble and Nestlé) and the world’s largest maker of ice cream. Unilever is a dual-listed company consisting of Unilever N.V. in Rotterdam, Netherlands and Unilever PLC in London, United Kingdom. Both Unilever companies have the same directors and they operate as a single business. As of December 2011, it was the 18th largest company on the London Stock Exchange, and the combined market capitalisation was £51 billion. Unilever is organised into four strategic business units (SBUs), as follows: l Savoury, Dressings and Spreads - including soups, bouillons (stock cubes), sauces, snacks, mayonnaise, salad dressings, margarines and