International business management topic unilevers international business and strategy

BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC HOA SEN - - INTERNATIONAL BUSINESS MANAGEMENT TOPIC: UNILEVER'S INTERNATIONAL BUSINESS AND STRATEGY Lecturer : Phạm Thị Ngọc Bích Members : Nguyễn Bá Vinh-2170553 TP Hồ Chí Minh, tháng 01 năm 2022 BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC HOA SEN - - INTERNATIONAL BUSINESS MANAGEMENT TOPIC: UNILEVER'S INTERNATIONAL BUSINESS AND STRATEGY Lecturer : Phạm Thị Ngọc Bích Members : Nguyễn Bá Vinh-2170553 TP Hồ Chí Minh, tháng 01 năm 2022 PLEDGE “We have read and understood the academic integrity violations We pledge with personal honor that this work is our own work and does not violate academic integrity.” ABSTRACT Currently, statistics show that the percentage of students who are unemployed upon graduation accounts for a high proportion and most of the main reasons are not equipped with enough practical knowledge beyond books, not attaching importance to the issue of high school students practical problems or lack of soft skills on teamwork, problem-solving skills, writing skills and opinion presentation, etc Therefore, in order to create favorable conditions for students, students have outstanding advantages compared to other students With the common ground in Vietnam, Hoa Sen University has included in the training program the subject " International Business Management " - an important subject that gives students knowledge about relevant social realities Regarding foreign trade, import and export activities are happening all around us The report is a summary of our team's experience through research and synthesis under the guidance of Ms Pham Thi Bich Ngoc with the main objective of researching the multinational company Unilever, specifically here Unilever's business activities During the implementation of the group, we had the opportunity to learn through the skills of gathering, searching, selecting, and synthesizing information Of course, certain difficulties cannot be avoided But with determination and solidarity, our group has successfully completed the research and drawn for each member what he lacks THANK YOU With this report completed, we would like to extend our special gratitude to Ms Pham Thi Ngoc Bich - Lecturer of International Business Management at Hoa Sen University, who contributed to guide and answer questions, correcting and commenting on errors throughout the group making this report In addition, thank you to all team members who actively contributed time, knowledge and ideas to the report Our team would like to thank all the members of our class for their mutual support, contribution and building on the course over the past semester VI LECTURES’S EVALUATION VII TABLE OF CONTENTS PEER EVELUATION .III PLEDGE .IV ABSTRACT V THANK YOU .VI LECTURES’S EVALUATION .VII TABLE OF CONTENTS .VIII TABLE OF FIGURES X LIST OF IMAGES X FOREWORD PART 1: INTRODUCTION TO UNILEVER 1.1 Unilever International Corporation 1.2 Unilever's history .2 1.3 Unilever's mission 1.4.Unilever's leadership 1.5 Unilever's brands .3 PART 2: UNILEVER’S INTERNATIONAL BUSINESS STRATEGY .5 2.1 International strategy .5 2.2 Multinational strategy 2.3.Transnational strategy 2.4.HR strategy .6 2.5.R and D strategy .7 Summary .7 PART 3: ANALYZE ORGANIZATIONAL ARCHITECTURE IN GLOBAL MARKET PART 4: ANALYZE AN ACTIVITY IN INTERNATIONAL BUSINESS 12 4.1.Global Human Resource Management in Uniliver 12 4.2.Working environment at Unilever 12 4.3 Create an open working environment 12 4.4 Unilever's HR training strategy .12 4.5 Human Resources Department is a strategic partner department 13 4.6 Human resources system at Unilever .13 4.7 Differentiated senior staff training plan 13 4.8 Training future human resources of Unilever company 14 4.9 Actively promote corporate culture and comprehensive HR care 14 POLICY IMPLICATION .16 CONCLUSION 18 VIII REFERENCE 20 IX TABLE OF FIGURES FIGURE 1: UNILEVER ORGANOGRAM LIST OF IMAGES Picture 1: “Unilever’s Executive Leadership Team (ULE)” Picture 2: “ Product brands at Unilever” Picture :“ Unilever Vietnam and strategic partners carry out the launching ceremony of the survey "Best place to work in Vietnam 2020” X PART 4: ANALYZE AN ACTIVITY IN INTERNATIONAL BUSINESS 4.1.Global Human Resource Management in Uniliver Nowadays, integration into the world economy is of great interest to countries, not only international businesses but also domestic enterprises have the opportunity to develop To be able to reach out to the world, domestic enterprises must have a plan to develop human resources in the labor market Besides, what businesses need to pay attention to is attracting, training and retaining talent 4.2.Working environment at Unilever The working environment at Unilever is friendly, open and professional Senior leaders and managers at Unilever always try to create conditions and opportunities for employees to develop their potential and capacity Unilever always has an attractive remuneration for employees Employees here have many opportunities to work, explore new areas to improve themselves 4.3 Create an open working environment At Unilever, the profits and bonus regulations and the remuneration regime for human assets are evaluated the best The running surroundings right here is preferred via way of means of the bulk of personnel as professional, with excessive remuneration, pleasant and open colleagues At Unilever, the management in addition to the control tiers create open possibilities for personnel who need to enhance quickly.With a fairly high salary, while personnel move on a enterprise trip, they're additionally entitled to benefits (gasoline, accommodation) and different benefits (bonus for accomplishing targets, social insurance, and fitness insurance) In addition, Unilever constantly develops new employees plans and trains overseas employees Here, personnel have the possibility to take part in inner schooling abroad, additionally with colleagues in different countries It offers the possibility to analyze and paintings better 4.4 Unilever's HR training strategy Different from the Human Resources Department of different enterprises, Unilever 12 plans the Human Resources Department to be the center place, the locomotive for the whole enterprise Unilever constructed Human Resources Department into Strategic Partnerships Department Instead of simply imparting regular training plans, welfare assist programs, and income planning, it have to additionally assist join businesses The Strategic Partnership Department will make contributions to the enterprise method, assisting to enhance capability and hard work productivity, for you to be deliberate and implemented, in step with the enterprise method of the enterprise Department heads, crew leaders have to coordinate with the Strategic Partnership Department to increase a first-rate and powerful human useful resource plan for every branch Personnel in every branch want to have an amazing knowledge of the job, company way of life and colleagues Heads of departments and senior control act as catalysts and advisors for personnel to fast adapt to the brand new environment Whether personnel are connected to the enterprise or not, whether or not the first-rate and amount of personnel are solid and advanced will rely on the employees plan 4.5 Human Resources Department is a strategic partner department This is the most important part of the entire enterprise system Human Resources Department is the place to connect members in the company Here, high-level candidates are recruited and become the most potential and qualified resources of the company Unilever's human resources strategy focuses on forming a team of highquality human resources with specialized knowledge as well as extensive knowledge in all economic and social aspects 4.6 Human resources system at Unilever With close coordination between employees, between superiors and subordinates, Unilever always creates a bond of cohesion, bringing the highest efficiency in work In order for employees to want to be with the company for a long time, Unilever's management and leaders always create reciprocal interactions so that people get closer to each other and quickly get used to the working environment 4.7 Differentiated senior staff training plan Specifically, the plan to have interaction and teach employees at Unilever is to rent representatives from every cooperation branch withinside the Department of Strategic 13 Partnerships Periodically, the departments withinside the enterprise, relying at the exceptional workplaces across the world, will keep conferences and discussions The referred to problems cognizance on enhancing the fine of human resources, thereby growing the commercial enterprise of every department to the corporation The head of the branch will together devise employees education plans, the desires and approaches of enhancing the potential of personnel, and recruiting expertise withinside the future Meetings take area throughout, supporting Unilever have an up to date guiding principle consistent with annual human useful resource planning It allows Unilever constantly have sturdy improvement 12 months with the aid of using 12 months, and appeal to greater expertise to the commercial enterprise New personnel withinside the commercial enterprise are constantly invested and evolved in phrases of understanding and skills Roles, obligations and obligations for every job, individual, team, and commercial enterprise 4.8 Training future human resources of Unilever company Unilever: Developing a human resource training strategy in stages Employees at Unilever, whether new or old, are equal, creating an open working environment that offers many opportunities Unilever allows expanding opportunities for employees to learn to higher positions such as leaders, department heads, etc The human resource training strategy at Unilever is indeed a big step forward for the company 4.9 Actively promote corporate culture and comprehensive HR care Corporate culture contributes to promoting the brand of the business Corporate culture is the intangible asset of every business Therefore, Unilever always builds a strong brand image with its own values and mission, forming a strong solidarity group Unilever is constantly innovating its products to bring the perfect experience to customers Not only focusing on the working environment, working methods and expertise of employees, Unilever also has a regime to take care of employees' lives and health This makes employees feel valued and cared for by the business Help them want to be with the business for a long time This is one of the HR strategies to attract talend 14 Cre: Uniliver Viet nam Picture 3:“ Unilever Vietnam and strategic partners carry out the launching ceremony of the survey "Best place to work in Vietnam 2020” Unilever's sturdy economic performance, fantastic human assets approach and precious staff have had a effective effect at the company's equities business Considering the effective fashion in sales and profit, it is able to be stated that Unilever's internet profits will preserve to growth withinside the destiny periods, so as to have a effective effect at the company's inventory business Before this information, it can be said that Unilever stock is a 'buy' Any business/company has its own HR strategies, associated with the brand's own mission Through sharing about Unilever's human resource strategy, let's take people as the core for the development of the business If you want to succeed, you must respect people 15 POLICY IMPLICATION To increase revenue, Unilever wants to expand the market by selling more existing products to new segments For example, “Unilever makes Lipton specifically for people who need healthy drinks The diverse products give consumers many choices and are Unilever's first choice when buying” By entering new markets and creating new varieties, Unilever's sales prospects are bright, as they are able to produce a wide variety of product packaging while maintaining the concept of being eco-friendly This will also help the sale of a wider range of health products of many brands Unilever's brands will keep sales because of their great reputation in the market and Unilever must also use product diversity as a driving force to improve the company's efficiency Unilever's online marketing medium should include Twitter, Facebook, Instagram and YouTube for global marketing Unilever needs to let people know what they're doing, and followers will have access to the official website to learn more, and ultimately grow leads For example, “Unilever may publish several questionnaires to measure customer satisfaction, and promote their products through social platforms, such as publishing promotional videos or images , customers can receive coupons Unilever needs to learn how to improve on its own weaknesses from the strengths of other companies” Unilever's weakness lies in its products that are easily copied by competitors.For example, “other companies will copy Unilever's products, such as Dove and Rexona, even if the company invests heavily in the system that makes the product During this Covid-19 pandemic, Unilever can promote more widely, such as hygiene products and personal care products that kill bacteria or germs Unilever will build community engagement and social support by promoting active social industrialism For example, Unilever should organize skills workshops on employability and entrepreneurship for young people, to develop the skills needed for their jobs” This can quickly promote the product of the business While all companies that make consumer products will face major disruptions due to the epidemic, Unilever has many brands and regions selling its brands, so it has an advantage If a customer is not satisfied with the quality of the product, it is really a matter of great concern => Therefore, Unilever gives customers good service to avoid the situation that users 16 feel unsatisfied Because Unilever is a manufacturer of consumer goods and food, Unilever products are often sold in supermarkets and convenience stores, where customers rarely know that the product is Unilever CONCLUSION 17 In modern society, people are often busy with work and life Time to take care of yourself and family is increasingly limited With a busy life and little time, consumers always want to use products that are complete and have many outstanding features, bringing high convenience A business that wants to stand firmly in the market needs to be sensitive to the needs of consumers, thereby setting up effective communication, advertising and production strategies Unilever is a multinational company that has done all of the above The most convincing evidence is that Unilever's products are available in supermarket stores around the world Since being present in the market until now, Unilever has always been innovating and creating, thanks to the right production strategy and path, promoting its image in the international market Unilever has created ambitious goals and ambitions to dominate the market in 2020 to not only improve the future of the environment but also because the cost efficiency of the market is beneficial to the growth of their company Unilever has made great progress from being a difficult competitor to becoming a close partner of small and medium enterprises A popular producer of many well-known HPC brands and foods that "help people feel happier, more radiant and more energetic" This readiness has directly and indirectly brought positive benefits to the country where Unilever invests and enters in order to create stable jobs, develop technical and human capacity and promote economic growth promote the implementation of national priorities through projects on corporate social responsibility and the protection of the natural environment And Unilever is hardly affected by the Covid-19 pandemic because most of its products are considered necessities and are known by many people As other companies are facing major change due to the epidemic, Unilever has a wide range of products and its brand revenue has flexible use globally, which makes sense to solve the problem crisis resolution Certain product categories could benefit, but for food they need to strengthen their strategies to minimize brand loss Consumers are looking at products and services from different angles, because people are now more concerned about their health and avoiding the virus The main obstacles Unilever faces in providing quality products and services on a global scale include factors such as rapid population growth and rapid urbanization 18 This will also be accelerated by Unilever quickly come up with appropriate strategies to overcome, because they are one of the leading multinational companies in the world 19 REFERENCE Unilever's homepage: https://www.unilever.com/ MARKETING AI,2021, “What is Unilever? Unilever's mission and strategy”: https://marketingai.vn/unilever-la-gi/ MISA AMIS “Analysis of Unilever's international business strategy”(2021): https://amis.misa.vn/30685/chien-luoc-kinh-doanh-quoc-te-cua-unilever/ Unilever global.Our Strategy 2021: https://www.unilever.com/our-company/strategy/ Refrigerated & Frozen Food Refrigerated & Frozen Food [Online] 2018 https://www.refrigeratedfrozenfood.com/articles/ Unilever’s Organizational Structure for Product Innovation Young, Justin 2018 s.l : Panmore Institute, 2018 Finance 2014 “Human Resource Management and Employee Motivation at Unilever” https://finance.yahoo.com/news/human-management-employee-motivation-unilever200026955.html Vnpress 2020 "Unilever pioneers in building HR trends" https://vnexpress.net/unilevertien-phong-xay-dung-xu-huong-nhan-su-4189444.html 20 APPENDIX Assignments chapters 16 Strategic alliances Strategic alliances are attractive to multinational corporation because they help the firms which join the alliances share the fixed costs and risk of developing new products or processes when the firm's entry into a foreign market, and also help the firms benefit each other by learning and complementing skills, knowledges, and abilities To achieve success and sustainability, Unilever awares that strategic alliances and sharing values are neccessary for the firm's future By compatibility in the vision, corporate culture, complementary alliances, UnileverUS made an influential decision is that has allied with Nestle - USA, Danone - North America and Mars Inc to establish the Sustainable Food Policy Alliance This alliance concentrates on public policies that shape what people eat and how it impacts their health, communities and the planet The establishment of the alliance take places after each firm left from the Grocery Manufacturers Association Members in the alliance undertaking together to act and advocate United State public policy in five fields: consumer transparency, the environment, food safety, nutrition, people and communities The Sustainable Food Policy Alliance is aware that today's consumer demands are placed higher on healthy, nutritious but also environmentally friendly criteria The alliance has proactively enhanced production systems and product quality to become more transparent to consumers while reducing emissions by replacing low-carbon solutions The alliance directly advocate and participate into “intelligent, inclusive” energy and environmental policies at the local, national and international levels Policies include the Paris Agreement on climate change, the Clean Power Plan and other commitments to reduce greenhouse gas emissions While, to corporate together to achieve the success of larger and beneficial future strategies, the alliance works to support people and communities by promoting well-built and diverse supportive policies as well as supply chain support, including all rural economies During the alliance progress, Unilever, Nestle, Danone and Mars corporate together for the success and sustainability of the future's great purpose, they all promote their strengths and share advantageous values for each other However, it still retains its independent values without losing the exclusive values of the firm Unilever's entry strategy When studying Unilever's global commercial enterprise approach, this organization has efficaciously carried out the q-be part of approach An entry strategy is a aggressive approach that seeks to boom income through shifting and exploiting a 21 firm's advanced merchandise and abilties in overseas markets Products are designed, developed, manufactured and sold in the domestic market and then exported abroad with negligible adaptations; or products are designed entirely in the country, while the production and consumption are assigned to foreign branches for implementation In the length earlier than 1990, Unilever used an entry strategy to store fees and unify the logo picture frivolously throughout countries For this initial phase, Unilever has implemented its entry strategy as follows: Using a market approach that is essentially the same in every country in which the group is present (only minimal local requirements are met) Sell many of the same products everywhere (make minor adjustments needed to fit local country preferences and needs) Build a international logo and centrally coordinate your commercial enterprise sports across the world For this access commercial enterprise approach of Unilever, the corporation has transferred its blessings to overseas countries, taking benefit of manufacturing enjoy in addition to blessings in merchandise and abilties to compete withinside the marketplace However, with the entry strategy, Unilever has not been able to meet the unique needs of each different locality and country Assignments chapters 17 Global production 1) Introduce An economy cannot thrive without a strong network of infrastructure, the same goes for business Therefore, any Unilever company, wherever it is located, has the opportunity to become an important part of the Group's supply network Unilever has always been committed to serving customers and consumers in the best way, Unilever cannot this without the current effective global production system 2) Analysis There are two important perspectives for analysis One is Unilever's success in serving domestic consumers The second is the improvement of export capacity and volume (international factor) Domestically, Unilever has up to million products sold every day in different countries This demonstrates the ability of global production to be able to distribute to everyone In terms of exports, Unilever's very fast growth in export volume is also due to the lack of good global production, reaching 250% in the past years, mainly to the Asian and Australian markets On the other hand, Unilever's good cooperation relationship with small and medium enterprises around the world has helped these enterprises increase their export volume and increase their competitiveness in the regional and international markets Through 22 this, we see that in order to be able to have good quality products to supply to businesses at attractive prices, the globalization process and production strategy is great.Unilever Always pay attention to the quality of products to serve people around the world Supply chain 1)Components in unilever's supply chain Supply chain consists of main components, these components are closely linked together to form a "chain" include: “Plan,Source,Make,Delivery” 2)Supply chain application to Unilever Unilever's supply chain also cannot be separated from the general strategy of the company, and must be coordinated smoothly, synchronously, among different functional departments in order to achieve The ultimate goal is to create a competitive advantage for the company and bring in the highest profits 3) Industry supply chain planning This is considered a quite different department between Unilever's Planning department and other companies, when the company's scale is large enough like Unilever, it needs a specialized functional group to serve each separate business line separate At Unilever, due to the need to meet the market demand in the FMCG industry along with fierce competition with other competitors, it is necessary to have a division specializing in analyzing the activities of each category It is an important bridge between the back-end supply chain and front-line departments such as sales and marketing As a place to receive information about the industry first, process and filter information before transferring the information to the supply planning department at the factory to check production capacity Play an important role in managing the network of marketing programs, product introduction programs, etc by communicating and connecting between different functional departments 4) Unilever's Supply Chain Operations Unilever's supply chain regularly conducts analysis of sales activities Duties of this department include: + inventory management + Balance sales demand between regions and sales channels 23 + Manage sales support activities (Network) +Promotion + Launching new products Ensure activities of launching new products, promotion, sales support are done (right time, right place, enough quantity) 24 25 26 ... developed and implemented effective international business strategies 2.1 International strategy International strategy is a competitive strategy that aims to increase profits by transferring and exploiting... Unilever has built and implemented effective international business strategies Key strategies in Unilever''s international business strategy include: +International Strategy +Multinational strategy +Transnational...BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC HOA SEN - - INTERNATIONAL BUSINESS MANAGEMENT TOPIC: UNILEVER''S INTERNATIONAL BUSINESS AND STRATEGY Lecturer : Phạm Thị Ngọc Bích Members : Nguyễn