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1Unilever Report - New Global Strategy: Competing through SustainabilityCASE REVIEW: UNILEVER – NEW GLOBAL STARTEGYCHRISTOPHER A. BARTLETTTable of contentsExecutive Summary IntroductionBusiness LimitationsRecommendationEvaluation criteria for implementing recommendationsSWOT AnalysisInternal and External Environmental AnalysisConclusion
2Unilever Report - New Global Strategy: Competing through SustainabilityReferences EXECUTIVE SUMMARYUnilever has principles and values deeply rooted in an unwavering commitment to creatingpositive impact. It is a company that is driven by quality ethical standards and the philosophy of“doing well by doing good”. Unfortunately, the business operations were plagued by decliningprofitability yearly. In 2004, the company was forced to issue the first-ever profit warning in itshistory leading to speculations not healthy for its future business outlook. The board had to take adeliberate action that will map out the future of the business for the next 10years.In 2009, Paul Polman was appointed CEO of Unilever. Notably, being the first outsider toassume such a significant management position in the company’s history, Paul set out toimplement a bold new global strategy using unconventional methods that infused sustainablebusiness practices and initiatives that would position Unilever as one of the best global eco-friendly and transformational businesses in the world.Paul introduced a new plan called Unilever Sustainable Living Plan (USLP), a commitment thatplaced three "sustainability" goals at the core of the company's strategy: 1.To help one billion people in improving their health
3Unilever Report - New Global Strategy: Competing through Sustainability2.To halve the environmental footprint of making and using company’s products3.To enhance the livelihood of those in its value chain Though these strategies were ambitious given the terrain, Paul envisioned that it would improvesustainable growth, reduce wastage and expenses whilst still preserving the interests of thecommunity and environment.The implementation and impact of the USLP strategy is the focus of this article written byChristopher Bartlett. It provides an in-depth overview of the long-term and short-termaccomplishments and challenges while operating within the USLP identified framework.Most importantly, the struggles encountered by the to deliver both on its financial expectationsand social and environmental commitments. In this paper, we have analyzed Unilever’s positionthrough SWOT and PESTE Analysis. We have also provided four recommendations that can beeasily implemented as well as their opportunity cost in the context of pros and cons.INTRODUCTIONIn 2019, the Unilever Group was listed as the fourth largest FMCG company worldwide in termsof sales [ CITATION Rid21 \l 1033 ]. In November 2010, the company unveiled the UnileverSustainable Living Plan (USLP), a core strategy to achieve the new compass vision. The planincluded three fundamental strategies. These strategies expanded into seven commitments,