Table of Contents INTRODUCTION...........................................................................................................................1 MAIN BODY...................................................................................................................................1 1.1 Purpose and Goals of Unilever.........................................................................................1 1.2 Products, customer's and services of Unilever.................................................................1 1.3 Impact of External factors on Unilever...........................................................................2 2.1 Divisional Organisational structure:................................................................................3 2.2 Cross functional relationship:...........................................................................................4 2.3 Culture of the organisation:..............................................................................................5 3.1 Analyse how HR activities support Organizations Strategy...........................................5 3.2 Role of HR professionals in supporting Line managers...................................................6 CONCLUSION...............................................................................................................................6 REFERENCES................................................................................................................................7
INTRODUCTION MAIN BODY 1.1 Purpose and Goals of Unilever Unilever is a British company that deals in consumer goods that includes food and beverages, Beauty products, cleaning agents and personal care products. The company was founded in 1929 by William Lever. It is amongst the oldest MNC's and it's products are accessible to 190 countries. Unilever possess more than 400 brands(Kadiresan and et.al., 2015) Purpose :The purpose of Unilever states that to achieve success it requires the company to maintain the standards towards each and everyone Unilever is working with that includes the communities for whom they are producing the goods and the environment which is impacted by the operations of the company. Mission :The mission of Unilever is to add energy to customer's life. To meet the day to day necessity for nutrition, personal care and hygiene with brands that enhances the feeling inside people to feel good, look great and get the most out of life(Pereira, 2017). Vision :The vision of Unilever is to make their customer's life sustainable. And the company believes that this best way that will help their business to grow in long run. Goals :The goal of Unilever is to help more than a billion people in taking such action that will improve their health and well being by 2020. By 2030 the goal is to half the environmental effects on the business as it grows and by 2020 will improve the living standards of millions of people as their business grows. The company is motivated bya sense of aim that connects them to the foundation companiesand their missions to improve the health, hygiene and livelihoods in the society. They believe that organizations must contribute positively to address the issues faced by the world and by this they can also succeed. In 2010, Unilever launched a Sustainable Living Plan that laid the design plan for achieving the Sustainability targets(Homberg and Vogel, 2016) 1.2 Products, customer's and services of Unilever Unilever owns 400 brands and is dealing in various kind of products such as beauty products, personal care, cleaning agents and food & beverages. It is a dual listed MNC. FOOD:- Salt, Atta, Coffee, Tea, Ketchups, Knorr soups, Ice cream, etc. HOME CARE BRANDS :- Active Wheel, Comfort, Domex, Rin etc. 1
PERSONAL CARE BRANDS :- Axe, Dove, Close Up, Clinic Plus, Fair & Lovely, Lakme etc. Unilever provide quality products and services to it's customer's that why since 89 years the customer's are trusting the brand and the products created by Unilever. Services provided by the company is are satisfactory that consumers never thought of turning their back towards the brand. Company has developed a process to collect the customer's feedback regarding the product and services and consider every single detail and if needed they bring the modification in their process accordingly. As in the modern world everything is developing through internet the company thought of promoting their products and services and increase their sales through digital market. Unilever after launching new products has developed such strategies that attract the customer's and they promote their product by giving sample's of the products and by providing discounts on the products, so this will attract the customer's and will increase the sales of Unilever. These all services has hold the trust of the customer's and they stick by the brand(Ridder and Baluch, 2017). 1.3 Impact of External factors on Unilever Political factors:These includes governmental factors. The policies and regulations made by the government affect the company directly. Policies that include in the political factors are tax reforms that impact Unilever. Political stability is an opportunity for the company as they need not to change their policies. Intra-governmental relations will be beneficial for the and they will provide opportunities to Unilever. The threat includes the policies of government related to health of the population will be a major threat to Unilever. Social factors:The social factors consist of beliefs, values and lifestyle of the customer's and the culture followed in that particular region. In the modern states customer's want to have good lifestyle and they found Unilever's a luxury product. The population of States is more conscious about the health and Unilever is making products that are good for health and has differentiated on the basis of diabetic and non diabetic products. But there is a threat that customer's even believe in purchasing from local and cheap brands and that will be impact the growth of Unilever(Gill and et.al., 2018) Technological factors:The research and development in the good producing companies is always moderate and this is an opportunity for Unilever. The improvement in technology is an opportunity for Unilever. As the trend of automation is increasing so companies like Unilever has the opportunity to expand their businesses in the international companies. The other 2
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technological advancements are promoting the products through internet and other modern and new tricks. Legal Factors :The legal factors bind the competitors and Unilever together. Regulations like health and safety are providing opportunities for the company. Other legal views of the governmentwilldirectlyimpacttheUnilever.Thelegalregulationssometimesbindthe companies and act as a hurdle in the path of expansion. There are certain benefits of legal rules and regulations such as this will give more organized environment for Unilever. 2.1 Divisional Organisational structure: Divisional organizational structure manages the business activities of the organization and it works by grouping different talents together of the employees to take the responsibility of particular skill, for managing specific product or services. Unilever company has applied divisional organizational division in its firm. Divisional organizational structure does not allow different functional departments to work together to have easy communication with each other and made them set their own goals. Four Functions within organization: Humanresource:HumanresourcestaffoftheUnilevercompanyoverseesworkingof employees and their issues or benefits along with recruiting, hiring, or training process, culture, growth and economy of the organization. Their main goal is to increase effectiveness of the company by managing needs or demands of the workers and they play the main role of designing, handling, executing and supervising rules and regulations which is followed by the employees of the organization. Marketing : Marketing section of the Unilever company involves product development and relationship management in between the customers and products. Their major purpose is to develop and promote goods and services and offered by the company and to increase number of sales. Marketing department includes research and planning of business, accompanied with advertisement, promotion, branding and distribution of products for sale and also involve post customer services with maintaining a link with the customers(Donate, Peña and Sanchez de Pablo, 2016).. Researchanddevelopment:Thisdepartmentshowsintroductionofnewservices,and enhancement of old one to retain marketing position and competition. This involves investigation 3
about the offered goods and services accompanied, its demand in the market by customers, and creation of new and innovative services to attract large amount of customers. They have a vital role in developing and achieving the goals of the Unilever company. Finance : This function describes keeping past or current financial records and managing or planning budget for further investment. This includes managing, accounting, investing, and raising funds of the Unilever company. Their major purpose is to maximize the economy of the firm and to develop the business. 2.2 Cross functional relationship: Marketing with finance :Finance and marketing department of the Unilever company closely work together as finance section set budget for marketing while marketing section will spend money which is given by finance section for advertising and promoting their products to maximize the number of sales, and for organizing events to reach the objectives of the firm. HR with marketing :Marketing staff promote the vacancies to large number of audience as they are directly connected with the customers, and describe the need of the number of workers required to handle different departments in the Unilever company, while HR will identify best talents and will recruit potential employees for every available vacancy to reach the success of the business. HR and marketing department work together to find out the best candidates for expansion of the firm(Donate, Peña and Sanchez de Pablo, 2016). HR with finance :Finance department will set the budget for the recruiting process and pass it to the HR section for recruiting the best desired candidates for the company. While HR will spend money in recruiting or hiring process to find best and potential candidates for the company. HR and financedepartment work together for identifying higher efficiency people to achieve the higher level of profitability for the Unilever company. HR with research & development :Research and development department of Unilever company will investigate about the demands of the customers andfor production of new innovative products so that they can attract large audience and can maintain brand position and their competition in the market while HR will hire the candidate with the fresh and new ideas for achieving the demands of Research and development department. 4
2.3 Culture of the organisation: Power culture :In this type of culture, only few people have the power and are allowed to form rules and regulations and to make decision to run the whole organisation. In this, leaders give responsibility and make decision for employees which strictly has to be followed without any interruption but they lacks liberty of sharing their views or ides(Budhwar, 2016). Task culture :In task culture, teams are made mixing the right talent together, and all the team leaders are allowed to make their decisions to. In this culture, more number of people are available for decision making, hence different leaders are there for specific problems, or for handling different projects. In this, all the members can equally contribute for different task. Person culture :In person culture, employees are given more importance than the organisation. This culture can harm and can become the reason for the failure of the firm. In person culture, employees are only concerned for money and work only for their own benefits and never get connected with the company. Role culture :In this culture, every employ of the company has given equal importance and equal opportunities. They are their own decision makers, and are allowed to choose and have the responsibilities which is related to their specialization or their qualification. This culture helps each and every employ to accept their challenges so that they can take out the best out of them. Unilever is following role culture because it helps the organization to take out the best from the employees and allow them to implement new, developed, innovative and different strategies to run the business to achieve the goals and objectives of the firm and also helps in maximizing number of sales to have large amount of profits(Brewster and Söderström, 2017) 3.1 Analyse how HR activities support Organizations Strategy The Human Resource activities plays an vital role in supporting the organizations strategies.TheHumanresourcedepartmentofUnileverorganizevarioustrainingand development programs for their employees so they can work in a more effective way according to the business strategy ofUnilever. Along with this the company go through recruitment and selection process to Hire new potential skill candidates which can help them to achieve their business objectives and goals according to the business strategy which the Unilever company has implemented in the business to increase the growth of their business. 5
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3.2 Role of HR professionals in supporting Line managers HR managers support the line managers by providing a peaceful environment to each and every employee. As if the employees have a flexible working environment this will help the managerstoretaintheirbestemployees.Employeesworkcomfortablyinthepeaceful surroundings, as they will be happy when their opinions are heard and applied in the problems they feel happy and confident that they are treated as a part of the process. This motivates them to support the goals of the organizations (Binyamin and Carmeli, 2017). HR Managers provide training to the employees and provide support to the line managers. Giving training and developing the skills in the employees according to the need or the requirement is an important task that HR managers do. The professionals provide solutions to the problem that are generated in between employees and line managers. They listen to both the parties and come with a fair solution and give their judgment. Grievance handling is the crucial task that a HR manager does, to maintain a peaceful environment in the organizations. HR manager of Unilever perform all the above function mentioned that support the line managers. They try to keep the environment supportive and friendly for the employees, make sure that the problems faced by the employees are resolved or addressed in the given time. And right training is given to the employees and and at right time. HR at Unilever support the Line managers by recruiting the best candidates that will fulfill the requirement of the company and will achieve the goals of the company on time and as desired. Managers are very supportive as they work in accordance with the line managers(Albrecht And et.al., 2015) CONCLUSION FromtheabovereportithasbeensummarizedthateffectiveHumanresource management plays an important role in growth and development of the company. This files is based on the Unilever company which is United Kingdom based company. The above files has discussed about the purpose, goals and Products, customer's and services of Unilever as well as the impact of External factors on Unilever which includes PESTLE analysis of the company. ThisreporthasalsoconcludedtheCultureoftheUnilevercompany,Crossfunctional relationship of the company and the Divisional Organizational structure of the company.At last the report has highlighted about the HR activities support Organizations Strategy along with Roles of HR professionals in supporting Line managers of Unilever company 6
REFERENCES Books and Journal Albrecht, S.L. And et.al., 2015. Employee engagement, human resource management practices andcompetitiveadvantage:Anintegratedapproach.JournalofOrganizational Effectiveness: People and Performance.2(1). pp.7-35. Belizón, M.J., Morley, M.J. and Gunnigle, P., 2016. Modes of integration of human resource management practices in multinationals.Personnel Review.45(3). pp.539-556. Binyamin, G. and Carmeli, A., 2017. Fostering members’ creativity in teams: The role of structuringofhumanresourcemanagementprocesses.PsychologyofAesthetics, Creativity, and the Arts.11(1). p.18. Brewster, C. and Söderström, M., 2017. Human resources and line management 1. InPolicy and practice in European human resource management(pp. 51-67). Routledge. Budhwar, P.S., 2016. International human resource management. InEncyclopedia of Human Resource Management. Edward Elgar Publishing Limited. Donate, M.J., Peña, I. and Sanchez de Pablo, J.D., 2016. HRM practices for human and social capital development: effects on innovation capabilities.The International Journal of Human Resource Management.27(9). pp.928-953. Gill, C. and et.al., 2018. Using theory on authentic leadership to build a strong human resource management system.Human Resource Management Review.28(3). pp.304-318. Homberg, F. and Vogel, R., 2016. Human resource management (HRM) and public service motivation (PSM) Where are we, and where do we go from here?.International Journal of Manpower.37(5). pp.746-763. Kadiresan, V. and et.al., 2015. Performance appraisal and training and development of human resourcemanagementpractices(HRM)onorganizationalcommitmentandturnover intention.Asian Social Science.11(24). p.162. Pereira, V. ed., 2017.National Business Systems in Asian Countries: Impact on Human Resource Management, Employment Relations Practices and Organisation Behaviour(Vol. 13). Emerald Publishing. Ridder, H.G. and Baluch, A.M., 2017. Strategic human resource management. InThe Nonprofit Human Resource Management Handbook(pp. 69-86). Routledge. Schutte, N., Barkhuizen, N. and Van der Sluis, L., 2016. The development of a human resource management (HRM) professional competence model: A pilot study.Journal of Psychology in Africa.26(3). pp.230-236. Sparrow,P.,2016.StrategicHRM,innovationandHRdeliveryforhumanresource management, innovation and performance. InHuman resource management, innovation and performance(pp. 15-31). Palgrave Macmillan, London. 7