Strategic Change in Unilever: A Critical Analysis

Strategy: Choices and
Change

INTRODUCTION
In this changing contemporary environment, it is critically important to be aware
about market situation so that change is applied to enterprise. By identifying of proper change
it is easier for company to achieve goals and mission within a period of time (Andreasen,
2018). Main of this report to critical understands the importance of strategic change in
organisational context. Unilever, which is a multinational consumer goods company
headquartered in England. It was founded on 2nd September 1929. This organisation also has
many subsidiaries such as Hindustan Unilever, Ben and Jerry's etc. Unilever also has many
competitors in the market like PNG, Nestle Johnson and Johnson etc. This report comprises
of Balogan and Hope Hailey's Change kaleidoscope model, Lewin force field analysis. Also
change process in Unilever culture and model of Johnson's cultural web is discussed. Then at
Lynch’s five elements model and Crossan's Transcendent Leadership model has been briefly
explained.
MAIN BODY
Apply Balogun and Hope Hailey’s Change Kaleidoscope and Lewin’s Forcefield Analysis
models to the case and use these to discuss the strategic change context before 2009.
In organisation change play important role without which it is not possible for any
enterprise to achieve competitive advantage in the market (Galli, 2019). With the increase of
competition level, it has become crucial to be aware about flexibility and changes that can
effect on organisational culture objectives mission as well as mission. So in this report
Balogun and Hope Hailey's Change Kaleidoscope model has been applied in context of
Unilever and which is further discussed as follows-

Change Kaleidoscope
This model was developed by Hope Hailey's and Balogun in 2002 with purpose of
bringing together and arranging the why choices of logical highlights and which requires
thoughts and adapt the change. With consideration of this model it is a process of entering
into one new way of progress level. This model consists of several elements which are
explained as follows-
 Time- It is the element of a model in which it is suits about change which is needed
and it is to be analysed about whether it is reactive and response to events in effective
manner or not. After analysing the case study it is seen that the performance of
Unilever was not so good. Also they were having a less time as due to increase of
higher rivalries in the market (Haggblade, 2017).
 Scope- - It is another component of model in which it reflects about the change which
can impact upon organisational structure and overall functions. It is often examine
that change is a transformational process and can be occur at any time.
 Preservation- In enterprise, surrounded by radical changes and it is necessary to
identify them to reduce the danger of uncertain situation and potential so in case of
Unilever news is being required within an enterprise to implement effective strategies
and achieve desired goals.
 Diversity- In business, wide range of diversity and different types of people or
playing their roles and responsibilities on the basis of which organisation is equal to