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1 Unilever Report - New Global Strategy: Competing through Sustainability CASE REVIEW: UNILEVER – NEW GLOBAL STARTEGY CHRISTOPHER A. BARTLETT Table of contents Executive Summary Introduction Business Limitations Recommendation Evaluation criteria for implementing recommendations SWOT Analysis Internal and External Environmental Analysis Conclusion
2 Unilever Report - New Global Strategy: Competing through Sustainability References EXECUTIVE SUMMARY Unilever has principles and values deeply rooted in an unwavering commitment to creating positive 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 declining profitability yearly. In 2004, the company was forced to issue the first-ever profit warning in its history leading to speculations not healthy for its future business outlook. The board had to take a deliberate 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 to assume such a significant management position in the company’s history, Paul set out to implement a bold new global strategy using unconventional methods that infused sustainable business 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 that placed three "sustainability" goals at the core of the company's strategy: 1. To help one billion people in improving their health
3 Unilever Report - New Global Strategy: Competing through Sustainability 2. To halve the environmental footprint of making and using company’s products 3. To enhance the livelihood of those in its value chain Though these strategies were ambitious given the terrain, Paul envisioned that it would improve sustainable growth, reduce wastage and expenses whilst still preserving the interests of the community and environment. The implementation and impact of the USLP strategy is the focus of this article written by Christopher Bartlett. It provides an in-depth overview of the long-term and short-term accomplishments and challenges while operating within the USLP identified framework. Most importantly, the struggles encountered by the to deliver both on its financial expectations and social and environmental commitments. In this paper, we have analyzed Unilever’s position through SWOT and PESTE Analysis. We have also provided four recommendations that can be easily implemented as well as their opportunity cost in the context of pros and cons. INTRODUCTION In 2019, the Unilever Group was listed as the fourth largest FMCG company worldwide in terms of sales [ CITATION Rid21 \l 1033 ] . In November 2010, the company unveiled the Unilever Sustainable Living Plan (USLP), a core strategy to achieve the new compass vision. The plan included three fundamental strategies. These strategies expanded into seven commitments,

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