Managing a Successful Business Project: Unilever's Global Marketing

Desklib provides past papers and solved assignments. This project analyzes Unilever's global marketing, exploring its economic, cultural, and ethical impacts.

MANAGING A SUCCESSFUL BUSINESS PROJECT

Executive summary
The business project describes project objectives and along with purpose which identifies
positives economic, cultural and ethical impact of globalisation on marketing of UK company
namely Unilever. Project management plan is made including time, costs, communication,
quality and project risks that are required for data collection. Primary quantitative and qualitative
data has been gathered from 41 employees of Unilever and 2 managers of department of
operation and marketing of the company simultaneously. Recommendations are comprised for
Unilever to develop marketing services with the help of globalisation and my learning and
knowledge during project is also included here along with project logbook.

Table of Contents
Introduction......................................................................................................................................4
Company background......................................................................................................................4
LO1 Establish project aims, objectives and timeframes based on the chosen theme......................5
P1 Devise project aims and objectives for a chosen scenario (M1, D1).........................................5
P2 Produce a project management plan that covers the aspects of cost, scope, time, quality,
communication, risk and resources (M1, D1).................................................................................6
P3 Produce a work breakdown structure and a Gantt chart to provide for timeframes (M1, D1).12
LO2 Conduct small-scale research, data collection to generate knowledge..................................13
P4 Small scale research by applying qualitative and quantitative research methods (M2, D1)....13
LO3 Present the project and communicate appropriate recommendations based on meaningful
conclusions drawn from the evidence findings and/or analysis (P5, P6, M3, and D2).................19
P5 Analyse research and data using appropriate tools and techniques (M3)................................19
P6 Communicate appropriate recommendations as a result of research and data analysis (M3,
D2).................................................................................................................................................20
LO4 Reflect on the value gained from conducting the project and its usefulness to support
sustainable organisational performance (P7, M4, and D2)............................................................20
P7 Reflect on the undertaking the research to meet the stated objectives and own learning and
performance (M4, D2)...................................................................................................................21
Conclusion.....................................................................................................................................27

Introduction
Globalisation creates positive impact to the organisations to enhance their economic status as the
companies can reduce their importation costs and enhance the brand image. Cultural diversity
influences the multinational companies to promote their consumer culture and create
homogeneous values and beliefs. In this project, a project management plan is created to collect
data regarding the positive economic, cultural and ethical impact of globalisation on marketing
of UK company namely Unilever. Quantitative and qualitative data has been collected to
understand the impact and recommendations are provided to improve profitability.
Company background
Unilever is British-Dutch transactional consumer good company. They have co-headquartered in
London, United Kingdom. The products of the organisation are foods and beverages, beauty and
personal care products as well as cleaning agents. Global revenue of the company has been
€50.98 billion and operating income €12.535 billion in 2018 (Unilever.com, 2019). They operate
in almost 190 countries throughout the world.
Figure 1: Revenue of Unilever for different products

(Source: Unilever.com, 2019)
LO1 Establish project aims, objectives and timeframes based on the chosen theme
P1 Devise project aims and objectives for a chosen scenario (M1, D1)
Project aim
Aim of the project is to determine the positives economic, ethical and cultural effects of
globalisation on marketing functions of Unilever.
Project objectives
1. To evaluate the factors of globalisation that create positive impacts of marketing of a
company
2. To identify the positive cultural, economic and ethical impact of globalisation on
marketing operations of Unilever
3. To evaluate whether the positive impacts of globalisation helps Unilever to improve their
marketing functions, brand image and customer base
4. To recommend the strategies that can be utilised by Unilever to improve their marketing
functionalities
Problem statement
It is identified that sustainability marketing creates a challenge for Unilever. The company has
faced huge pressure in creating marketing budget as they have moved towards ‘efficiency saves’
by reducing advertising costs by 30%. It has reduced their opportunity to enter in emerging
market and increase brand value. On the other hand, Brexit has created economic issues for
marketing of Unilever as the customers of the UK has not interested in spending high prices for
their products. Threat of direct-to-consumer has also created risks for marketing of Unilever due
to lack of globalisation which has decreased FMCG brand value from 44% in 2014 to 40% in
2016 (Murphy and Murphy, 2018).

Purpose of the project
Project evaluates the positive impact of positive ethical, cultural and economic impact of
globalisation on Unilever marketing. Engagement of customers and foreign direct investment can
improve their marketing. The project is useful for the company to improve marketing functions
and it can help future research studies. A plan for project management is generated to recognise
accurate quality, costs, resources, schedule and communication specified for completing project
and improve quality of research.
P2 Produce a project management plan that covers the aspects of cost, scope, time, quality,
communication, risk and resources (M1, D1)
Cost management
Activity Required cost per
hour ($)
No. of Hours ($) The exhaustive
amount (Total
Amount) ($)
All necessary resources
collection
15 8 263
Allocation of resources
for activities
7 10 210
Data collection through
quantitative and
qualitative method
9 17 225
Analysis of data 5 12 186
Identification of advanced
technologies for data
analysis
3 7 132
Measurement for project
improvement and
development
5 9 146

Total Amount: $1162
Table 1: Costs for project
(Source: Created by the learner)
Scope management
Included Scope
Time, costs, quality, communication and project risks are determined to acquire data related to
the benefits of ethical, economic and cultural of globalisation on marketing of Unilever. The
project also identifies appropriate method of data collection is and its importance in this project.
Quantitative data has been collected from employees and qualitative data has been collected
from the managers of Unilever. The project management plan helps to identify the data
collection processes required for completing project.
Excluded Scope
Secondary data has not been collected for the research and the factors that create risks for the
business can improve project outcome.
Time management
Activity Time (Days)
Collection of the resources required for project 9
classification and allocation of resources for project activities 12
Collection of data through quantitative and qualitative method 25
Understanding appropriate technologies to facilitate data analysis and
project completion
7

Analysis of data 15
Measurement of processes to develop and improve the project outcomes 8
Table 2: Time schedule
(Source: Created by the learner)
Quality
Role Responsibility
Project supervisor Supervisor has responsibility to make schedule and data collection
plan for project determining resources and costs. Supervising of
the team individuals is also included in it.
Team Leader Team leader identified data collection processes and ensure
complete data collection and analysis and measure ethical aspects
of the project.
Team members Team members conduct survey and interviews by selecting
employees and managers of Unilever to collect data regarding
impact of globalisation on company.
Table 3: Team responsibility for quality management
(Source: Created by the learner)
Communication plan
What Who Why When Method

Creation of project
plan for schedule,
resources and costs
Project
supervisor
and team
leader and
It is required to
manage time and costs
during project and
control all activities
In project
staring time
Meeting,
feedback forms
for leaders and
emails
Selection of
participants for survey
and interview and
determination of the
data collection
processes
Team
leader and
team
members
is
included
Complete and effective
data collection is
possible that increases
project reliability
At the time
of project
initiation
Calls, Emails,
in-field
communication
Techniques required
for interpretation of
data
Project
supervisor
, team
leader and
team
members
Proper data analysis
technique can be
understood to analyse
positive effects of
globalization on
Unilever marketing
After
collecting
data from
employees
and
managers of
Unilever
Emails,
meetings, face-
to-face and
phone calls
Table 4: Communication processes
(Source: Created by the learner)
Resources
Human Resources
Human resources of the project are team leader, team members and project supervisor who are
responsible for collecting and analysing the data to understand impact of globalisation on
Unilever marketing.

Material and information Resources
Material resources refer to the resources for gathering and analysing data along with printing
resources such as paper, execution machines, software and pen and disk memory are other
stationary materials. The information are books, journals, databases and news articles that
required by project management team to collect information regarding.
Financial resources
Venture capital, crowd funding are main financial resources of this project. Financial resources
provide monetary support to complete the project and it utilises cost breakdown structure
to allocate costs for activities.
Risk Assessment
Risk
Overview
Type of
Influence
Implication Chances of
occurrence
Mitigation strategy
Financial
issues
High Possibility of
incomplete data
collection and
resource allocation
Medium Expert consultation is
necessary to allocate
resources for project
Limitation in
time
High Lack of time ensures
incomplete data
collection that
reduce reliability of
information
High Short-term goals can be
created after providing
meeting with team
members for improving
time management.
Inappropriate
data
collection
Medium Proper conclusion
cannot be identified
High Regular supervise on
data collection and
training for proper data
collection and analysis
technique is required

Lack of
resources
High Challenges in data
collecting and
storing
Medium Number and quantity of
resources needs to be
ensured before project
initiation (Wirtz et al.,
2016)
Table 5: Risk assessment matrix
(Source: Created by the learner)

P3 Produce a work breakdown structure and a Gantt chart to provide for timeframes (M1,
D1)
Milestone schedule (M1)
WBS
Figure 2: Work Breakdown Structure
(Source: Created by learner)