Unilever is a company that operates all over the world. They produce a wide range of products, concerning all sorts of food, detergents and etc. For a large company like Unilever to be successful, they have to implement a certain strategy and to have vision and mission. For this assignment we are focusing on the UK market. The brand we chose is Carte D’or. To start with the overall vision of Unilever. They are looking at developing new ways of doing business for the future, to increase the benefits for the company, as well as to reduce their environmental impact on the nature by Unilever`s activities. Their mission, is to make their business more sustainable. For example, Unilever`s plan has over fifty targets to achieve. Most of them are focused on helping people to improve their well-being and health, reduce the pollution of their products and source the agricultural raw materials sustainably. Sustainability and fair trade are Unilever`s main goals, which are influencing the whole corporation. Regarding the changing weather conditions and scarcity of usable agricultural supply. Unilever introduced a Sustainable Living Plan, that will enable them to source only sustainable materials. According to Unilever, it is also of vital importance to have the suitable people with the right talent, skills, creativity and education to support the growth of the enterprise. As part of the `Sustainable Living Plan`, the company is looking at healthy and motivated workforces, which would provide them with the right employees. In order to make this plan become reality, they are arranging better work places, which means reducing work injuries, industrial accidents and provide variety of stimulus's. Nowadays, Unilever is struggling to create shared values with its customers to provide stability and growth. Companies can meet social needs while at the same time serving existing markets, accessing new markets and lowering costs through innovation. Unilever has chosen the path of innovations, as well as improving quality, quantity, cost, and reliability of inputs and distribution. While at the same time the company is acting as a steward for essential natural resources and drive economic and social development.
As stated above, their mission is:
“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.”
(source: http://www.sustainable-living.unilever.com/news-resources/news/inspiring-sustainable-living/) The above comes back again in Unilever’s report. For instance, their ambition is to double the size of the company while reducing the environmental footprint. Furthermore, they have a sustainable living plan; Unilever wants to grow without damaging the environment and increase the social benefits arising from Unilever’s activities. This plan has been set in 2010 and has 3 major outcomes, as can be read on page 20 of Unilever’s annual report of 2010: * Helping more than a billion people improve their health; * Halve the environmental impact of the production and use of Unilever’s products; * Enhance the livelihood of people in their supply chain.
A good example is COMFORT ONE Rinse fabric conditioner. Many customers in developing countries do their laundry by hand. COMFORT ONE needs only one bucket of water for rinsing instead of three. In this way, consumers save time and money. The reason why Unilever is performing this plan, can be summed up in a few points: * More and more consumers want products that are sustainably sourced; * Retailers have their own goals for sustainability and Unilever can work with them; * New products and packaging can be developed as...
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