Unilever Sustainable Living Plan

CASE STUDY : UNILEVER SUSTAINABLE LIVING PLAN

1111200032 Zidan Abdullah Zidan1111200077 Fariba Maroofee1111200128 Muhammad Alshahrani1111200141 Uun Ainurrofiq1111200166 Julius Tanantaputra

MBA MMU Cyberjaya BMM7034 Class1st Group Oct 2011

Case Synopsis

BMM7034 Case Study ”Unilever Sustainable Living Plan”| MBA MMU Cyberjaya | Oct 2011 | Group 1

Unilever's corporate is one example of best-practice companies that have moved past the tacit attention firms paid to “green marketing” in 1990s and on to an emerging global movement of sustainability

Case Analysis


Analysis of FMCG Market and Decision on Unilever Sustainability Plan(Porter 5 Forces Model)

Analysis of Market Segments

Competitive and Company Analysis

Modes of Entry

Decision

The Porter’s 5 Forces Model


1. Entry and Exit Barriers• Entry Barriers :– Huge investment in technology, materials, R&D– Difficulty in finding investor/shareholder– Establish a good network for distribution

• Exit Barrier :– Huge amount of investment that already spent



2. Bargaining Power of Suppliers• Main suppliers : farmer, agricultural workers

Sustainability program strong relationship low bargain power

3. Bargaining Power of Buyers• Buyers : retailer, convenient store, supermarket, small shop

Less differentiated products, price competes big buyers make own label brand moderate to strong bargain power



4. Threat of SubstitutesFMCG company usually makes many forms of a product kinds that can be substituted for one and anotherExampe :• tea bag – tea syrup – tea powder• liquid soap – bar soap Threat of substitutes is not going to be a real threat



5. Intensity of RivalryNow : Participant rate in sustainability is low

Future : Predicted to be tough and fierce rivalry.

Companies are increasingly seeing the importance of sustainability and moving towards implementing a sustainability strategy.

Attractive Aspects


• The potential growth is still high• Bargaining power of supplier relatively low• Entry barriers for the sustainability market are high

Unattractive Aspects

• FMCG market is in a fierce rivalry competition• Bargaining power of buyers is strong• Participant rate of sustainability issue predicted to be high

in the future

Analysis of Market Segments


Product Categories

BMM7034 Case Study| MBA MMU Cyberjaya Oct 2011 | Group 1

Competitive and Company Analysis


Unilever has topped rankings of the companies most committed to sustainability, in a poll carried out by consultants SustainAbility and researchers GlobeScan.

The poll asked 559 qualified sustainability experts from business, government, non-profits and academia to name large companies that are committed to sustainable development.

Involvement in Sustainability Program

Unilever Sustainable Living Plan


Competitors


Modes of Entry


Joint Venture

Direct Investment

Licensing

Exporting

Internet

Thank You... ...welcome to Q&A Session

P&G Leading Brand


P&G 2020 ENVIRONMENTAL SUSTAINABILITY GOALS


Unilever Sustainable Living Plan

Technology

Transcript of Unilever Sustainable Living Plan