Strategies based on business strengths and market opportunities can boost Unilevers performance in the long term. The sooner you can get it out in the open, the faster youll be able to address stakeholder expectations and manage whatever concerns they might have. That is the beginning of stakeholder management, and it starts with stakeholder mapping. A simple example, sales of ConocoPhillips - the 10th largest company in the Fortune. Through years of international expansion, the company has also increased its market presence, which is a strength that reinforces brand popularity. Lets name it OMO Scrub. This is important to ensure the reputation of the organization is maintained or improved. But we cant do this alone. You may also like reading SWOT analysis of Unilever. Using your list of stakeholders and the analysis you made, plot them according to the two axes. In addition, the Agile Working program addresses these stakeholders interest in holistic career development. Other include the media, the government, political groups, trade association and trade unions. Financial ratios On the other hand, society in general, and various environmental groups in particular expect Unilever to engage in Corporate Social Responsibility (CSR) programs, and commit to substantial financial investments in various sustainability programs. This new Omo product will be, Premium Brainstorm your connections. (PDF 8.99 MB) set out the standards we expect from all our employees including Engaging Externally which is one of the four Code themes, covering issues such as responsible marketing, political activities and donations, contact with government, regulators and NGOs. The x-axis of the grid measures the stakeholders level of influence, or how much can the stakeholder impact the project, from low (left side) to high (right side). Copyright 2017 2025. Stakeholder importance (current) Materiality Matrix 2019/2020 - Issues and Topics A total of 169 topics have been identified and grouped into 19 issues. Depending on where they land on the map, you will either manage them closely to just monitor them. They also continue to be increasingly discerning looking for highly effective products, with ingredients that are good for them and good for the environment. Those who are low on both influence and interest need monitoring, of course, but probably only need to be informed of big steps in the project. The list you come up with will depend on your organization, the impact of the project and its objectives. Brand management Our annual UniVoice survey is a key tool to understand employee sentiment. For the employees, the concern is remuneration and better working environment. The company was forced to come up with a statement to deconstruct the circulating video poking holes into its allegations. Unilevers mission is to add vitality to life. Stakeholders interests are satisfied through appropriate approaches that ensure holistic corporate citizenship and responsibility fulfillment. For success the business will need to deal with customers suppliers employees and others. For instance, a history of acquisitions to ensure dominance in the consumer goods market characterizes Unilevers intensive growth strategies. Liquidity Ratios for 2005 2006 2007 2008 & 2009 15, Premium The main internal stakeholders of Unilever are the members of the leadership team, employees, managers, and shareholders. The SWOT Analysis model identifies the relevant strengths and weaknesses (internal strategic factors) and the opportunities and threats (external strategic factors). And every business. The next step asks for some analysis. b) Employees are also considered high priority stakeholders (HH) due to having a direct influence on the firms performance in the retail sector. Effective and prompt communication is necessary to avoid escalation of issues as evidenced by the case of Unilever. (PDF 116.09 KB) It goes without saying that these interactions must be approved, compliant with all applicable laws and our Values, and carried out in a transparent manner. The context that the organization operates may differ from that of the stakeholders and failure to take this into account when communication may lead to failure. Choose a policy issue area in the U.S. such as gun control violent crime control white-collar crime illegal drugs medical insurance fraud and environmental protection of, Premium Moreover, the company lacks direct strong influence on consumers, considering that retailers are the ones who directly affect buyers. Sit back relax and leave the writing to us. Students looking for free, top-notch essay and term paper samples on various topics. Sometimes our business decisions or activities can affect local communities. Since 1995 to date, Unilever Vietnam has always achieved significant double-digit growth each, year. and house for poor people. Soap, Unilever is an international consumer good company. The organizations and stakeholders expectation may experience a mismatch emanating from encoding and decoding issues of key communications. With more than 400 branches Unilever has their products sold in more than 190 different countries in the world. Finally, keep the lines of communication open. Peloza, J., & Shang, J. Effectively the businesses are at war fighting to gain the same resource and territory i.e. Instrumental approach: The approach examines the firms consequences of considering stakeholders in management examining the association between the practice of stakeholder management and attainment of varied corporate governance goals. The analytic theory demonstrates how the divergent interests of the stakeholders can be dealt with. But. We consider several factors when joining trade associations, as well as monitoring and reviewing existing memberships. Another important issue in organization communication and community engagement plan is having clear default protocols. In the case of Unilever, these stakeholders include consumers, employees, investors, suppliers, and communities. As established in the case, the customer support staff failed to deal with the customer appropriately and the consequence was deterioration of the company image and loss of revenues. They need updates on progress, too, but not with the frequency of the manage closely and keep satisfied groups. Several strategies have been outlined for effective communication with stakeholder and community engagement. The main external stakeholders of Unilever are the governments, NGOs, suppliers, customers, consumers, local communities, and trade associations. Marketing, Unilever Analysis | Advertisement Analysis of Taaza | 15-16 | For instance, a satisfied customer can refer to others and make a repeat purchase. The stakeholder management role is implemented by the managers of the organization. How can corporate social responsibility activities create value for stakeholders? UNILEVER S CORE VALUES9 Stakeholder define as a person, group or organization that has interest or concern in an organization. To grow our business and meet the constantly evolving needs of consumers, we need to get to know them. For example, local firms can develop products highly similar to Unilevers. Effective communication presents several benefits to the organization like Unilever. Stakeholder mapping is the process of categorizing the members in terms of their interest and influence in the project via visual representation. Thus it was the cross-country preferences of consumers that determined what products Unilever would carry. Not all stakeholders are equal. It helps to mitigate risk and discover the stakeholders real goals for the project. Weve got you covered. Leigh, D., & Pershing, A. J. Laundry detergent In the contemporary digital era, the internet has brought numerous digital communication strategies that the firm can influence. Our customers range from large stores like hypermarkets, supermarkets and e-commerce platforms to smaller, out-of-home services and others. ); The companys corporate citizenship and social responsibility strategy prioritizes these stakeholders according to their importance to the business. The stakeholder theory also needs to emphasis the importance of communication between different stakeholder. It works with the governments and regulators to engage in policy discussions affecting its operations and pressing global issues such as climate change (Unilever, 2021). In addition to being the foundation for the motivation of the employees, who are a key stakeholder, communication functions as a source of information that aid the decision-making process in addition to assisting in the identification of alternative course of action. However, Paul, (2015) emphasizes the importance of interaction among the stakeholder through effective communication to achieve competitive advantage. Unilevers Operations Management, 10 Decisions & Productivity, Procter & Gambles Corporate Social Responsibility & Stakeholders, Harley-Davidsons Stakeholders: A CSR Analysis, Burger Kings Stakeholders: A CSR Analysis, Home Depots Stakeholders: A CSR Analysis, Whole Foods Market Stakeholders: A CSR Analysis, Amazon.com Inc. 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As a major firm in the global consumer goods market, Unilever utilizes its corporate responsibility strategy as a supporting approach to maintaining industry position and business sustainability. This SWOT analysis of Unilever highlights a number of internal and external strategic factors that managers must include in strategy development. The Commission wishes to clarify competition rules regarding collective initiatives promoting sustainability across the value chain. (2006). Stakeholder analysis 1 3. increases, the unemployed rate is decreased. Our Code of Business Principles sets out our commitment to the communities where we operate, and our local businesses drive our community engagement strategy. Suppliers. Any subject. Based on the external strategic factors in this section of the SWOT analysis of Unilever, strategies must focus on improving the companys competitive advantage. Around 2.5 billion consumersuse its products every day. Managers of Unilever discuss the processes that led the company to develop and implement a corporate sustainability strategy working with multiple stakeholders. | Market Segmentation Target Market and Positioning of Taaza | 13-14 | The Global Reporting Initiative's (GRI) Sustainability Reporting Guidelines provide a comprehensive set of Reporting Standards covering economic, environmental and social impacts. We use cookies for website functionality and to combat advertising fraud. The firm can undertake further action to restore its image among the stakeholders. Below we provide a summary of how we engage with our most important stakeholder groups. For instance, in 2019 we wrote to our trade associations on this issue. For instance, negative response by customer service employees led to an escalation of the issue the customer raised. The stakeholder theory postulates that all these affect or are affected by the business hence the need for their better management including effective communication. He holds a Postgraduate Diploma in Management Studies and a Post Graduate Diploma in Marketing Management. Were a member of many trade associations around the world. Net sales break down by family of products as follows: - personal care products (46%): hair and skin care products, dental and deodorant products (brands Aviance, Dove, Sunsilk, Lux, Pond's, Axe, Rexona, Close Up, etc. Hence, if a given stakeholder prefers telephone calls over email, then such a strategy should be adopted when dealing with them. This article may not be reproduced, distributed, or mirrored without written permission from Panmore Institute and its author/s. Managers also manage other stakeholders such as customers and employees and ensure their needs are met and interests are taken care of. The main internal stakeholders of Unilever are the members of the leadership team, employees, managers, and shareholders. We're always looking to connect with those who share an interest in a sustainable future. However, interactions among the stakeholders are not given a lot of attention. Communication with employees and their union, for instance, may make them understand what the company is striving to achieve and the inputs required of them. Briefing introduction about Vietnam economys system and some policies that promote the, economy development such as Fiscal Policy, Monetary Policy, Social Welfare Policy and, Industrial Policy and global economy have a huge influence Unilever and further more influence, The lives of workers, employees and wage earners are also improved by increasing the minimum, wage from 650 thousand per month to 730 thousand per month. In the UK & Ireland, some of the key positions in its leadership team are the Vice President and GM, CEO, Vice Presidents, and directors of different activities (Unilever, 2021). As outlined in the previous sections, different stakeholders have different interests, attitudes as well as priorities. This article may not be reproduced, distributed, or mirrored without written permission from Panmore Institute and its author/s. Recession, Unilever in Brazil Marketing Strategies for Low-Income Consumers