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Thus, it is not easy to force marketing and procurement work together towards the commonobjective of sustainability to have effects immediately. Each function will need to haveobjectives for each project that they work together and gradually those objectives can beaccumulated to make a bigger change that is to become a sustainable business. As sustainability has been integrated into the company’s strategy, it should be measurespecifically based on individual’s contribution or on each project’s contribution rather thanhaving overall goals of the entire business. Therefore having sustainability measurement10 | P a g e
would make employees feel that sustainability is a must now and not an extra task that apartfrom their daily responsibility.6.1 Swot AnalysisStrengthsStrong employee engagement scores very strong at 75%, well ahead of the 63%levelof 2009.Cost savings program had lifted core operating margins from 14.1% to 14.5%.Building strong network of distribution (performing Supply chain) and reduce cost byoutsourcing operation. Superior value to consumer via brand purpose (sustainable innovation linked to localneed). Unilever penetrates consumer life they are aware of their needs. Well established in emerging market.Use of creative advertising and promotions on website and commercials.Part of the UN Post-2015development agenda.Taking leadership roles.Investors had been rewarded with an 18% rise in total shareholder return. WeaknessUSLP not been fully embraced by some parts of the organization.Focusing on Emerging Market may slow down the business growth (Emergingcountries are not economically and politically stable).Unilever NV (Netherlands) and Unilever PLC (UK) may limit flexibility.11 | P a g e
Doubt within company that creating sustainable living brands do not support the largeinvestments.Unilever was far short of objectives that encompassed its whole value chain, fromsourcing to consumer use and disposal.Within a year, Polman had changed a third of the top 100executives.Significant upfront investments to implement USLP.Some within the company view the goals of reducing GHGand water usage as out ofreach.OpportunitiesHave to leverage its scale, its influence and its resources to bring about a markettransformation and engage other companies to take broader responsibility.Integration of international employees bring broad cultural and business experience inall processes.Already using high technology such as digital business. New communication technology to more efficient supply chain. Maximize recycled packing materials. Products appeal to wide range of population.Continue improving sustainability goals.Continue to improve Unilever’s goal of reducing GHGand water usage.Threats Lots of skepticism media and press such as Marketing Week and Financial Times withthe USLP.