Unilever's Building & Marketing Strategies in High Performing Org

This report analyzes Unilever's building and marketing strategies within a high-performing organization, applying the EFQM Business Excellence model to identify strengths and areas for improvement. It explores Unilever's relationships with partners and suppliers, the key processes used to deliver value to the market, and how the company develops new products using technology. The report also examines a supply chain management strategy that directly contributes to Unilever's pursuit of excellence, incorporating the RADAR framework. Recommendations are provided to further enhance Unilever's operations and maintain its competitive edge. The analysis covers leadership, people management, policy and strategy, partnerships and resources, and key performance results, concluding that effective marketing and strategic supply chain management are crucial for the firm's growth and development.

Building and
Marketing in High
Performing
Organization

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Describing the application of EFQM business model to identify the strengths and areas of
improvement of Unilever.......................................................................................................1
Explain the relationship of the Unilever with its partners and suppliers ...............................4
Explain the main process used by the Unilever to provide its value to the market................4
Explain how Unilever develops its new products with the use of technology.......................4
Explain a supply chain management strategy which directly helps Unilever to achieve
excellence ..............................................................................................................................5
Recommendations:-................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES ...............................................................................................................................7

INTRODUCTION
Marketing is a function or activities a firm perform to promote its products and
services to the customers and the market. Marketing helps in advertising the buying and
selling of goods and services (Bass and Kuzmyk, 2020). Marketing is important as it
helps in growth and development of the company by attracting more and more new
customers to buy their products. For this study Unilever is taken into consideration,
Unilever plc is a British multinational customer products brand with headquarters in
London, England. Unilever provide products in foods, beauty, cleaning and personal
care. This study is going to cover the EFQM business model along with the relationship
of Unilever with its partners and suppliers along with this it also consist of process
needed to provide the value to the market in their products. This study also includes the
different strategies taken by the company along with RADAR framework.
MAIN BODY
Describing the application of EFQM business model to identify the strengths and areas
of improvement of Unilever
The EFQM stands for European foundation for quality management excellence
model, this model provides the measuring of the areas of improvement where a firm
needs to focus to to overcome their weakness and improve themselves in order to grab
the opportunity present in the market (Deepak and Jeyakumar, 2019). This model
shows the strengths of the firm by which they can build their plan and decision making
so that they can utilize their strengths and achieve their goals and objective easily. This
model focus on what an organisation can perform to support their customer and
increase customer satisfaction. The EFQM model in context to Unilever which shows 9
criteria divided into 2 parts the enablers and results. The enablers is concentrate on how
the Unilever present itself, how it manages its employees and resources, how its
strategy can be planned and how it monitors and reviews its processes. The enablers
are listed below:-
1. Leadership:- it is the process which helps in growth and development of values,
vision and mission of the Unilever to reach toward its target and achieve its
1

objective to grab the success. It is the activity through which leader motivates its
employees and staff of the Unilever so that they feel enthusiastic to perform their
given task and work effectively and efficiently. It disused about the involvement
done by the leader with its partners, customers and other people directly involve
in the organisation.
2. People:- it is the process which focus on managing the people works in the
organisation and it also focus on the measurement of job effectiveness, providing
training and development to the employees so that their efficiency, skills and
knowledge can be improved. This also includes the activity of assessing the
groundwork to the effective workers so that they can easily achieve the
sustainable goal of the firm and helps in building the goodwill of the company.
This involves the criteria in which people resources managed, overseen, guiding,
arranged and improved. This also involves the identification of knowledge, skills
and efficiency of people of the firm.
3. Policy and strategy:- this process of policy and strategy includes various activities
performed by the firm in order to achieve the objective of the company. It
discusses about how strategy and policy procedure depends up[on the present
and upcoming needs and wants for partner, ways in that the strategy and policy
procedure depends upon the information from the research, innovative activities,
learning, performance development training etc. it also discussed about how
strategy and policy is developed, updated and reviewed along with how policy
and strategy procedure is focused on addition to being enforced(Criado-García
and et,al., 2019).
4. Partnership and resources:- is process focus on controlling the relationships of
the firm with its partners and inverters so that it can manage its healthy relation
to get funding in sourcing of finance. It helps in managing internal and external
partnership of the firm with its partners. This process regulates the materials,
equipments and building of the organisation along with this it helps in supervising
the proper utilization of all resources present in the organization like, technology,
raw materials electricity and many more. It also helps in protecting and securing
the knowledge and information of the data in the software systems.
2

5. Processes:- it provides the way in which a proper systematic processes can be
designed and managed in the Unilever along with this it helps in improving the
process, using in innovating the products to satisfy the customers and other
people involved in the organisation by increasing the value of the product. It also
helps in designing and developing the products and services of the firm
according to the needs and demands of the customers and according to the
expectations of the of the partners and stakeholders from the firm. It helps in
production, distribution of products and services and managing the relationship
with customers to keeps them and their loyalty with the firm.
The results focus on what an organisation achieves. These focus on the level of
satisfaction in between the employees of the firm and customers of the company, its
directly impact on they performance of the organisation.
6. People results:- it focus on the motivation and satisfaction of the people relates
with the firm to achieve the success of the company. The p[people of the firm
gives creativity, innovation, inspiration, motivation and vision to the fi9rm which
helps it to keep the firm survive in the market and grow.
7. customer results:- it focus on the creating of then process which helps the firm to
understand the needs, demands, opinions and wants of the customers. It is the
service that a firm provide to their customers to increase the value of the
customers and satisfaction of the firm. It basically focus on fulfilling the
requirements of the customers by providing them products and services.
8. society results:- this process mainly focus on the customer values, satisfaction of
the employees and customers, development of the strategy, performance of
suppliers and partners and success rate of the firm. It includes the environmental
policies which provides the benefits to the shareholders value, benefits of
recycling, support toward local community, donation and charity, creating
employment and many more.
9. key performance results:- this process includes everything a firm do to produces
its outcome and also shows the results of the performance undertake by the firm
to achieve the results of the organisation (Jose, 2021). In this process a firm
measures the results by comparing it to the elements of firm's strategy and
3

policy. It is the indicator of performance which set up to measure the company's
complete overall long term performance.
Explain the relationship of the Unilever with its partners and suppliers
Unilever launched a program name as Unilever's partner with purpose, which is
choosing the partnerships to a new level to promote the firm to generate innovation,
make sustainable workplace and protect nature. It is the way in which partners allows to
focus on new customer trends to attract them and grab the market (Murphy and Murphy,
2018). This program helps Unilever to get closer to their partners and suppliers by
providing more transparent and responsible innovation which directly supports ink
generating mutual growth of Unilever and its partners and suppliers.
Explain the main process used by the Unilever to provide its value to the market
Unilever believes that, everyone deserves to have good, healthy and nutrition
food. Unilever is growing and developing its business by making its food products from
healthier plant based components which boosts the immunity and provides various
nutrients to the consumers. They mainly focuses on creating sustainable food system
which helps them to increase their value in the market. Unilever promoting healthier
diets to reduce the impact on environment global food chain (Rooderkerk and Gallino,
2019). Unilever's goals of making its food product is to reduce salt, sugar and calories
along with this they also focus on following world health organisation's nutritional
standard up to 70% to add value to its food based products.
Explain how Unilever develops its new products with the use of technology
Unilever has developed a new technology to recycle -plastic sachets which are
thrown away every year in a hundreds of billions of quantity. Unilever focus on covering
sachets back into plastic so that they cab be used again in the supply chain as a form of
packaging. It has taken pledge to provide 100% of packaging recyclable, compostable
and reusable by 2025. every product of Unilever developed with the use of advance
technology, they have over 20000 patents of innovations which have been adopted by
firms all over the world (Siddique and Sultana, 2018). Unilever says that innovation is
the heart of their growth by which they make their products and provide it to the market.
4

Explain a supply chain management strategy which directly helps Unilever to achieve
excellence
Supply chain management strategies helps Unilever to show how it will create
products in the business and provide those products to the customers effectively and
possibly. Unilever focus on every phase of supply chain strategies by sourcing its
products, optimize functioning to reduce its manufacturing costs and maximize its
profits. They enables supply chain by focusing and investing in upcoming opportunities
and future capabilities (Widyastuti, 2019). It also uses digital transformation and
technology in manufacturing its products along with distributing its products in the
market. Unilever believes that, transparency is must to form a sustainable supply chain.
It is improving its supply chain sustainability by implementing Green Token by SAP,
which gives technology based on blockchain. The supply chain strategy used by
Unilever is agility and resilience in which they listen to the feedbacks and reviews of
their customers to take timely actions to achieve the value chain to provide the complete
superior services. Unilever believes in providing supply chain by few disciplines like,
planning, engineering, logistics, quality, procuring, safety and customer services.
Recommendations:-
 Relevance:- the information provided in this study is completely relevant to the
Unilever as it uses various methods and strategies of supply chain management
to provide products to the market .
 Authority:- the publisher of the information used in this study is Unilever plc. It
provides several information about EFQM model, new food products launched by
Unilever with the help of advanced technology. It also provides methods through
which Unilever adds value to its product and different strategies of supply chain
management which helps Unilever in various ways.
 Date:- the information used in this study is published by the Unilever plc
according to the dates of given information the data considers and updated by
Unilever according to the updates in their products and services.
 Appearance:- the information used in this study provides various strategies of
supply chain management, use of technology in manufacturing new food
products. It also consist of different values provided by Unilever to its customers.
5

 Reason:- the information used in this study is published by Unilever to provide
transparency to the world about its products, programs and services. Unilever
provides information to transfer its values, thoughts and products to the market.
CONCLUSION
From this report its been concluded that, marking plays an important role in
growth and development of the firm by promoting its products and services to the
market. In this report the EFQM model shows the strengths and areas of improvement
of Unilever along with its sustainable relationship with its partners and suppliers. This
report also provides the information about process required to deliver the key values of
the Unilever to the market along with new products developed by the company with use
of technology. The above report also shows the supply chain management strategy
adapted by the firm to add excellence to its business. The recommendations of this
study consist RADAR framework.
6

REFERENCES
Books and Journals
Bass, O. and Kuzmyk, U., 2020. Theoretical aspects of improving the technology of low-
calorie ice cream (Doctoral dissertation).
Criado-García, F., Calvo-Mora, A. and Martelo-Landroguez, S., 2019. Knowledge
management issues in the EFQM excellence model framework. International
Journal of Quality & Reliability Management.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation
Publishing.
Jose, J., 2021. Analyzing the necessity and impacts of organizational culture on the
performance of Unilever UK Ltd (Doctoral dissertation, Dublin, National College
of Ireland).
Murphy, P.E. and Murphy, C.E., 2018. Sustainable living: Unilever. In Progressive
Business Models (pp. 263-286). Palgrave Macmillan, Cham.
Rooderkerk, R.P. and Gallino, S., 2019. New product development in an omnichannel
world. Available at SSRN 3399214.
Siddique, F.B. and Sultana, I., 2018. Unilever Sustainable Living Plan: A Critical
Analysis.
Widyastuti, S., Said, M., Siswono, S. and Firmansyah, D.A., 2019. Customer trust
through green corporate image, green marketing strategy, and social
responsibility: A case study.
7

8