Case Analysis Of Henkel

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Vision: “A global leader in brands and technologies’’.
Our vision provides the company with a sense of direction and destination. It strives to attract the employee’s aspiration of being the best in everything they do. It is the ultimate stand point for what we all stand as one company because they reflect our corporate culture.
A sustainable winning culture is to establish a clear mission statement that tells employees how it intends to be successful and communicate the values that lay out the rules to accomplish the mission. It is characterized by creating entrepreneurial spirit across the company.
He had established a clear focus by communicating clear objectives which are long term. Added to that he framed the values which are the rules …show more content…

Targets included an increase in pre-tax profit margins to 14 per cent; in earnings per share; and in sales, to above the market average. In addition, the share of sales in emerging countries would be required to rise from 33 per cent to 45 per cent by 2012.
● Efficiency and focus.
With more than 1,000 brands, at least 200 production sites globally, and three separate business units, Henkel was ripe for proposed efficiency measures. These included cutting the number of brands in order to put more marketing resources behind its strongest labels; consolidating manufacturing sites; and shifting tasks to shared service centres.
● New vision and values.
Henkel had a vision statement and a set of company values. But they were neither well-known nor relevant to either day-to-day decision-making or evaluation of employee performance.
In 2010, Henkel replaced the original list of 10 values with five new ones – such as: “We put our customers at the centre of what we do.” To make sure these were communicated to the 48,000 employees, more than 5,000 workshops were held in which managers and teams discussed how the new values could apply to their work and how they could build a more positive company …show more content…

Communicate the strategy with consistent messages via formal and informal channels and using a variety of media.
Students should also compare Henkel’s appraisal model and its implementation of performance incentive policies with the strategy-supportive systems in Chapter 11, “Managing Internal Operations”:
A number of companies deliberately give employees heavy workloads and tight deadlines to test their mettle — personnel are pushed hard to achieve “stretch” objectives and are expected to put in long hours (nights and weekends if need be). At most companies, senior executives and key personnel in underperforming units are pressured to raise performance to acceptable levels and keep it there or risk being replaced… To create a strategy-supportive system of rewards and incentives, a company must reward people for accomplishing results, not for just dutifully performing assigned tasks.
Students should be pressed to consider the pros and cons of Henkel’s new performance appraisal system, which is metrics-driven, appears to be using a “forced curve”, and has already led to the departures of several long-time

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