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Innovation Management: Unilever - Research Paper Example

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In the paper “Innovation Management: Unilever” the author analyzes activity of the company Unilever, which came into being in 1930 and has its roots in Britain and Denmark. It was the result of the merger of British soap-maker and Dutch producers of margarine…
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Innovation Management: Unilever
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"Innovation Management: Unilever"

Download file to see previous pages There was no looking back since the merger; the company launched numerous new ventures and most of them turned out to be very successful for the company. In 1980, soaps and edible fats contributed to only 40% of the total profits as compared to the original 90% profit. Hence, in 1984, the company bought the brand Brooke Bond. It went on to acquire Chesebrough-Ponds who manufactured Ragu, Pond’s, Aqua-Net, Cutex Nail Polish and Vaseline in 1987. Similarly, the company acquired Calvin Klein cosmetics in 1989 that were later sold to FFI Fragrances in 2000. In 1996, Unilever acquired the Helene Curtis industries that gave the company a strong presence in the shampoo and deodorant market in USA. The acquisition brought brands like Suave and Finesse as well as Degree deodorant under Unilever (Collins, 1996). The company has kept on acquiring other brands and companies turning itself into a multi-brand company holding numerous well-known brands under its umbrella (Unilever.com, n.d.). Company Profile Unilever is a dual-listed company comprising of Unilever N.V. in Rotterdam, Netherlands and Unilever PLC in London, UK. The companies do not work in isolation and both the companies have the same directors and work as a single entity. The two main competitors of Unilever besides numerous local competitors that are subjective to particular local markets are P&G and Nestle. Unilever also gets tough competition in some areas from companies such as ConAgra, Danone, General Mills, Henkel, Mars Inc., Pepsi Co., Reckitt Benckiser, and S.C. Johnson & Son. Company Mission One central mission very important for the company is to become a multi-local, multinational organization that has products and services touching the lives of people on a daily basis. The corporate vision and mission consists of four basic pillar that are responsible for shaping the long term strategic direction of the company, i.e. the goals they want to accomplish in the future and how they are going to achieve them: “We work to create a better future every day We help people feel good, look good and get more out of life with brands and services that are good for them and good for others. We will inspire people to take small everyday actions that can add up to a big difference for the world. We will develop new ways of doing business with the aim of doubling the size of our company while reducing our environmental impact.” (Unilever.com, n.d.). Corporate Social Responsibility The company has a strong sense of responsibility starting from the time of its establishment in the 1890s. The social mission of the brand has always been a core part of their strategic direction. ...Download file to see next pagesRead More
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