Corporate Strategy

Table of Contents

Introduction3

Discussion3

Unilever Strategies3

A Values-led approach4

Compass Strategy4

Making size and scale of the business double4

Diversity5

Corporate-level Strategy5

Critical Success Factors6

Core Competencies7

Competitive Advantage7

Value Chain7

Conclusion8

Works Cited10

Introduction

Unilever- everyday two billion people use Unilever product around the world. These products help them to look good, feel good, and get facilitate in routine life. With over 400 brands, Unilever touches many people lives in different ways. The company manufactures health care, home-care and, food products. Unilever established in the year 1890. Since the establishment, Unilever engages corporate in social responsibility. 167000 employee works at Unilever in different 22 regions and nationalities (Wilson, p.p.254).

Unilever enjoys market in 180 countries. Unilever spends $ 1.4 billion on R&D department every year. Unilever wins trust of consumers. With the help of R&D Unilever manufactures new and better products across the globe. Strong firsthand knowledge of local market and culture made diversity possible. Unilever focuses on productivity and performance. They encourage people to communicate innovative ideas and made them into practice. Unilever believes in integrity with their customers, employees, suppliers, and other stakeholders. They worked diligently to become one of the leading manufacturing companies of fast moving consuming goods. Unilever respects all the culture, and that is the reason they became world-class business supplier, and cater consumer around the globe. They are the market leader and innovators, and made other organizations follow them (Unilever, 2011).

Discussion

Unilever Strategies

Being a multinational organization Unilever focuses on identifying, planning, developing and implementing strategies. These strategies can boost the company's performance and growth. The target that attracts Unilever doubles the size of the business.

A Values-led approach

167000 people are employed in Unilever. The company believes in providing the environment where employees can achieve goal, professionally and personally. To retain best employees the company offer room to grow and succeed. The Code of business principles and corporate purpose commit the company, to treat employees with integrity, fairness, and respect. The company expects high standards of behavior from employees.



Compass Strategy

Unilever focuses on their aim to double the size of their business with the reduction of environmental impact. To accomplish the company has placed a renewed focus on the consumer and customer and on driving culture. This is called Unilever's compass strategy. The company owns statement to have right people with right skills. The core part of Compass Strategy is to win the people. The company believes in reshaping organization by developing necessary talent and skill (Collis p.p. 534).

Making size and scale of the business double

The primary element of Compass strategy is to achieve efficiency through global scale. The company focuses to get the right balance between efficiency and closeness to the local nuances of company's consumer need. In the year 2010, the company assessed the effectiveness of company's most critical teams. These teams include global and local marketing teams.

The strategies are also focused on essential business support functions such as finance, human resource, procurement, and supply chain. These strategies do not only save the cost but, it gives the company strength to ...