Unilever Research. World and Russia.

Topics: Unilever, PG Tips, Lipton Pages: 30 (8520 words) Published: December 12, 2011

1.1. The history of Unilever as a multinational corporation- 3 -

1.2. The history of Unilever in Russia- 4 -

Part. 2 General Information- 5 -

2.1. Company in a Nutshell- 5 -

2.2. Key figures- 6 -

2.3. Capital structure- 6 -

2.4. Investment activity- 7 -

2.5. Number and location of business-structures- 8 -

2.6. Present state and priority direction of R&D- 9 -

Part 3. Management- 11 -

3.1. Strategy, objectives and mission- 11 -

3.2. Principles- 11 -

3.3. Company structure- 13 -

Part 4.Production and competitiveness- 15 -

4.1. History of branch and perspective of development- 15 -

4.2. Principal competitors and key factors of success.- 15 -

4.3. Evaluation criteria and production competitiveness growth factors.- 16 -

4.4. Major groups of products. Products’ portfolio- 16 -

4.5. Main products/brands: history and market position.- 17 -

Part 5. Competitive strategies and forms of business activities in Russia- 19 -

5.1. Competitive advantages.- 19 -

5.2. Competitive strategies.- 19 -

5.3. Forms and instruments of competitive activities: FDI, M&A, R&D, Marketing-mix, etc.- 20 -

Part 6. Social responsibility and social behavior of the Company in Russia- 20 -

Nutrition- 21 -

Waste- 21 -

Sustainable Sourcing- 22 -

Health & Hygiene- 22 -

Part 7. Conclusions and Recommendations- 23 -

Part 1. Introduction

1.1. The history of Unilever as a multinational corporation 

Unilever is a British-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever was founded on 1 January 1930 by Antonius Johannes Jurgens, Samuel van den Bergh and William Hulme Lever, 2nd Viscount Leverhulme. The amalgamation of the operations of British soapmaker Lever Brothers and Dutch margarine producer Margarine Unie made sound commercial sense, as palm oil was a major raw material for both margarines and soaps, and could be imported more efficiently in larger quantities. The initial harvesting of palm oil was from British West Africa, from where news reports seen back in England showed the workers abroad in favourable conditions. In 1911 the company received a concession for 750,000 hectares of forest in Belgian Congo, mostly south of Bandundu, where a system of forced labour operated. The subsidiary of Lever was named "Huileries du Congo Belge". During the great depression in the thirties, the Huileries sharply decreased the fee for gathered oil nuts, while the government of Belgian Congo strongly increased taxation. This resulted in social unrest in 1931, which are known as the Revolution of the Pende, in which eventually more than 400 members of the Pende-tribe were killed. In the 1930s the Unilever business grew and new ventures were launched in Africa and Latin America. In 1972 Unilever purchased A&W Restaurants' Canadian division but sold its shares through a management buyout to former A&W Food Services of Canada CEO Jefferson J. Mooney in July 1996. By 1980 soap and edible fats contributed just 40% of profits, compared with an original 90%. In 1984 the company bought the brand Brooke Bond. In 1987 Unilever strengthened its position in the world skin care market by acquiring Chesebrough-Ponds, the maker of Ragú, Pond's, Aqua-Net, Cutex Nail Polish, and Vaseline. In 1989 Unilever bought Calvin Klein Cosmetics, Fabergé, and Elizabeth Arden, but the latter was later sold (in 2000) to FFI Fragrances. In 1996 Unilever purchased Helene Curtis Industries, giving the company "a powerful new presence in the United States shampoo and deodorant market".[7] The purchase brought Unilever the Suave and Finesse hair-care product brands and Degree deodorant brand. In 2000 the company absorbed the American business Best Foods, strengthening its presence in North America and extending its portfolio of foods brands. In...
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