Strategic Management - Strategy evaluation

STRATEGIC
MANAGEMENT
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Table of content
Table of Contents
Introduction......................................................................................................................................3
Provide a Critical assessment of various processes used by the organisation for determination
of strategy....................................................................................................................................3
Evaluate the various models that can be used by the organization in order to determine the
various strategies of the organization..........................................................................................5
Apply the models to determine the strategies in aspect of the primary organization.................5
Critically appraise the importance of change management on the basis of complexity on the
basis transformation process, its costs, risks and sustainability. ................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12
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Introduction
Strategic management is referred to the set of various managerial decisions that help the
organization to determine the performance of the organization in long run. Strategic management
deals with formulation of decisions and further putting them into action. The process of strategic
management consists of various stages such as environmental scanning of internal as well as
external environment., formulation of strategy that can be long term as well as short term,
implementation of strategies and further evaluation of the strategy performance and control. The
concept of strategic management focuses upon monitoring and evaluation of the various
opportunities and threats for an organization (Barbosa, Castañeda-Ayarza and Ferreira, 2020).
In this report, the concept of strategic management will be discussed in aspect of
Unilever. Unilever is a United Kingdom based organization that has its headquarters situated in
London, England. Unilever is a multinational organization that deals in consumer goods. The
products that are traded by Unilever are food products, hygiene products, personal care and
beauty products. Unilever was founded in the year 1929 and presently serves in over 190
countries across the globe. Unilever owns and operates more than 400 brands under its name and
has a turnover of 51 billion euros.
Provide a Critical assessment of various processes used by the organisation for determination of
strategy.
There are various processes that can be used by an organization to determine the
strategies of the organization. The various strategies used by Unilever are discussed below-
Vision- The vision statement of of Unilever is “to make sustainable living a common
place. We believe this is the best long term way for our business to grow.” The vision statement
focuses upon the concept of sustainability among the clients of the organisation. The vision
statement of Unilever comprises of the following concepts namely, Common place sustainability
living, Best long term way and Business growth. Common place sustainable living is referred as
a crucial component of vision statement of Unilever that states that the organization is making
constant efforts in order to innovate the products so that they match the needs of the market.
Unilever aims to provide a sustainable living to their customers through home and personal care
products. The organization aims to understand the importance of various sustainability as well as
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market trends in order to shape the industry. The vision statement reflects sustainability of the
organization in order to enhance the business growth. The vision statement of Unilever is in
alignment with the corporate social responsibility strategies and business stakeholders in the
industry.
Mission Statement: The mission statement of Unilever is “to add vitality to life. We
meet every day needs for hygiene, personal care and nutrition with brands that help people feel
good, look good and get more out of life.” The mission statement underscores the ways an
organisation aims to satisfy the customers at various aspects of lives (Berisha Qehaja, Kutllovci
and Shiroka Pula, 2017). The crucial component of mission statement of Unilever are discussed
below-
 adding the vitality for life
 Meeting nutritional, hygienic and personal care needs of the customers.
 Helping people to feel good, look good and get more out of life.
The organization aims to add important value to the products that are expected by the customers
from the organisation. Further, the organization aims to attract more customers in order to make
them feel good, look good and get more from the life. The mission statement focuses upon the
product mix foundation of Unilever.
Purpose- Unilever has a purpose beyond profit. The purpose of Unilever is to make
contribution towards positive changes in order to address the challenges faced by the market and
thus it will help the business to succeed.
Objectives- The business of Unilever has various objectives to fulfil. The various
objectives of Unilever consist of working with integrity, living by the code and also a
responsible partnership. Working with integrity refers to the process wherein the operations are
conducted with respect and integrity in context to people, environment and organisation which is
a part of corporate responsibility of Unilever. The objective of Unilever is to work in accordance
with the business principles as per the standards. Unilever has an objective of aligning with the
suppliers that aim to have same standards at the workplace (Bonsu, 2019).
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