CAPSTONE PROJECT

Capstone Project

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Abstract

This paper analyzes the Unilever's mission and vision statements against the performance of the organization, as well as assesses the organization's strategic goals link to the company's mission and vision. This study analyzes the financial performance of Unilever and conduct a competitive and marketing analysis to determine strengths and opportunities. Also, identify the appropriate strategy to maximize the Unilever return to shareholders. This paper discusses merger or acquisition scenario and determine the appropriate rewards that would best motivate employees toward achieving the desired strategy. Lastly, evaluate the current strategy of Unilever supports or discourages ethical business behaviors.

Capstone Project

Introduction

Unilever is a multinational company deals in personal care, cleaning agents, beverages and foods. The company is a British-Dutch multinational and by the revenue of 2011 it is the world's third largest consumer goods company. Almost 2 billion people use Unilever's products. Unilever has a diverse portfolio of goods with 400 brands and the company touches the lives of many people across the world in different ways. One of the renowned brands includes Omo, Dove, Knorr and Lipton.

Unilever on continuous basis strive to enhance their brands to deliver more passionate, gratifying product experiences. They invest approximately $1 billion annually in research and development, and have 5 laboratories across the globe that facilitates in exploring new thinking and technique to assist in developing their products.

Discussion

Mission & Vision

The products of Unilever touch the lives of more than 2 billion people daily by letting them feel good about them because they have got a brilliant smile, shiny hair or keeping their homes clean and fresh. Unilever has four pillars of vision that defines the direction for the company for the long-run. The vision statement defines how and where the company wants to go. Unilever vision statement depicted that they strive to create better future; let people feel good about them through their brands and services; encourage people to take small initiatives resulted in huge difference for the world; and identify new ways of doing business to double the company's size while considering environmental impact (Smith, 2009).

The mission of Unilever is to add vitality to life. Unilever meet everyday needs for personal care, hygiene and nutrition with brands, which assist people look good, feel good and get more out of life. It is clear from Unilever's mission that they focus on the need and wants of customer that is essential in the current competitive environment; focus on customer benefits such as product are good for customer health; and lay emphasis on product quality.

Unilever's vision and mission is customer centric based on innovation and research. Unilever intend to deliver equitable and sustainable growth but not at any cost. The company strong business performance is the result of adequate alignment of vision and mission with the organizational objectives (Orth, McDaniel, Shellhammer & Lopetcharat, 2004).

Strong business performance of Unilever is driven by their people, brands and sustainability that provides the company a true competitive advantage. Unilever invest in their ...