Essay on Unilever - A Gaint in Trouble

Essay on Unilever - A Gaint in Trouble

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Abstract

A couple of years ago, it was unimaginable that Unilever, one of the world's largest consumer and personal goods company would get into any trouble. 2004 was clearly a very disappointing year for Unilever. Underlying sales growth was only 0.4%, with leading brands growth at 0.9%. The revenues declined from € 42.7 billion for the year 2003 to € 40.2 billion for the year 2004, a decline by 6%. In the background of these issues, Unilever abandoned its dual chairmen structure and Patrick Cescau was made Group Chief Executive of Unilever. The case discusses the decline of Unilever. The case also discusses the five-year "Path to Growth" strategy and its results. Details pertaining to its structural changes in the top management and its new strategy "Plan 2010" are also discussed.

At the end of our five-year "Path to Growth" period we are not where we set out to be.

- Antony Burgmans and Patrick Cescau

Co-Chairmen, Unilever

"We are not competing as effectively as we need to right across the business." We need to raise our game.

- Patrick Cescau

Chief Executive, Unilever

Unilever management has its work cut out. "Growth strategy appears to have sort of faltered."

- Lex Werkheim

Analysts and Company watcher

"I am excited to have been entrusted with this new challenge." These changes are designed to make us more competitive in the marketplace.

- Patrick Cescau

Chief Executive, Unilever

A couple of years ago, it was unimaginable that Unilever, one of the world's largest consumer and personal goods company would get into any trouble. 2004 was clearly a very disappointing year for Unilever. Underlying sales growth was 0.4%, with leading brands growth at 0.9%. The revenue...


... middle of paper ...


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  • Unilever Annual report 2004
  • Unilever streamlines its leadership structure, February 10, 2005
  • Competitive Pricing's Impact on Unilever's growth strategy, professional pricing society, April 02, 2005
  • Poor weather hits Unilever's sales, BBC online
  • News & Events, Oct 16, 2002
  • Unilever Annual report
  • Unilever's acquisition, www.personal.psu.edu
  • Unilever simplifies Portuguese production, Food & Drink europe.com, December 12, 2004
  • Lean times for Unilever, Business Week Online, June 15, 2004
  • Cescau washes Unilever whiter, Telegraph, September 13, 2005
  • European Business, October 2004
  • www.morningnewbeat.com, March 24, 2005
  • European Business, October 2004

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