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Contemporary Business Environment Case Study

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Introduction: Contemporary Business Environment Case Study

A. Strategic Analysis of Unilever Group: Market Dynamics, Global Expansion, and Stakeholder Engagement

This study critically estimates the international marketing condition and employment status and different types of corporate development strategies and competitive demeanour of the Unilever group. The globalization operation and the Business Environment of Unilever groups can be found through any range of cross-border movements, also including trade, corporate site resources and international investment, experience in strategic partnerships, market segments and collaboration. This organization is a British multinational company established in 1992, with headquarters in London, UK (Unilever.com, 2023). The overhead organization delivers distinct types of products and services to consumers all over the world and creates an influential and powerful brand vision. This organization became one of the multiple consumed brands in the entire world such as home care, personal care and food. In the year 2020, this organization generated revenue of more than $48,761 million and evolved into the most advantageous brand in the entire world. The corporation expands itself internationally and supplies huge numbers of consumers every year (Piao et al.2019). As per the annual report of the organization, more than 3.5 million people operate its products and services every day and associate with the business (Unilever.com, 2023). This part of the study can discuss the current employer rate with the previous employer rate, here this organization has 1,49,000 workers working in this organization in 2021 this number of employees increased compared to the employment rate of 2001.

The study aims to identify the mission and the vision of the organization along with the market segments and the competitive behaviours of the organization to manage the dynamics of current market segments along with the different marketing strategies to manage the post-COVID-19 challenges. In 2020, this organization has unified its Group legal structure as a single parent organisation, Unilever PLC is forming a more straightforward organisation with more significant strategic flexibility, that can help to provide a sufficiently positioned for forthcoming success (Unilever.com, 2023).On the other hand, the key stakeholders of the organization are customers, governments and controllers, consumers, suppliers, scientists, community counterpart companies and NGOs on the other hand BlackRock, Inc., is the largest shareholder of the organization with ownership of 9.1% (Smith et al.2019). The purpose of the stakeholders of the organization is to create a sustainable living commonplace and this organization tries to provide sustainable business.

B. Harnessing Digitalization for Business Development: Processes, Innovations, and Growth Strategies at Unilever

This part of the study can discuss the different types of processes and the role of the digitisation of the organization towards the development of the structure of the business and operations. The process of Digitalization in the company supports improving the efficiency of business operations, creating industrialisation potential (Boyd et al.2020). There are more occasional human mistakes and operational expenses are decreased, due to the reduced demand for many different types of human resources. This organization hand adopted Digitalization to increase the entire growth of the organization, this digitalization can help to increase theefficiency of operations and decrease human errors, and this aspect can massively help the organization for further development and the result is the turnover of the organization is more than 60.1 billion dollars in the year of 2022 and this rate is massively increased from the previous year Turnover rate is 52.4 billion dollars (Unilever.com, 2023). Digitalization can help the organization to provide Safer data storage in the cloud that can help the organization manage important data and also helps to find the important information for the betterment of the organizational performance on the other hand the process of digitization can help to encourage innovation, Digitalization in the enterprise has a huge influence on inventions (Putri et al.2020). As technologies evolve more and more developed, they only push the organization to act and innovate the products and services and these aspects can help the organization to innovate their product and services by adopting the different types of products and services strategies. This is such as the organization has adopted different digitization strategies such as online shopping, online payment transactions and website development that can help the organization to improve its further developments and this can help to increase the underlying sales growth of the organization.

Underlying sales growth of Unilever

Figure 1: Underlying sales growth of Unilever

This figure reflects the Underlying sales growth of the Unilever group is higher than the previous year because of the usefulnessDigitalization process this can help the organization to improve sales growth of the organization, as per the report of the organization the Underlying sales growth increased compared to the previous year, in 2022 the Underlying sales revenue of the organization is more than 60.07 billion euros because of the is organization has adapted different types of digitization strategies such as online shopping, online payment transaction and website development that can help the organization to improve its further developments.

This study also discussed the different types of business strategies in the contemporary business management system that can help the organization to achieve the long-term goal towards the development of the organization, and it describes its business plans to meet them. Conversely, tactics can help to guide the exact set of measures taken to achieve the administrative goals or system. There are some key components of contemporary business strategy, such as vision and objectives, the business strategy is planned to help the organization reach its objectives. The optical element of the organization can help to deliver a clear approach for the company. This can allow the organization to design tactical education within the business strategy for tasks that require to be finished (Chandra, and Jatmika, 2022). Because of this vision and objectives, this organization can meet its long-term goals, that is the reason, the Unilever groups have established a goal for a regenerative agriculture programme that plays an essential role in changing the value chain of the organization to achieve the net zero goals.

In the year 2022, sponsored by the company's Climate & NatureFund, the organization's Knorr brand launched its pilot projects to decrease the different types of environmental influence of the components utilised in its products (Unilever.com. 2023).On the other side, the study discussed the global impact of the internet on the entire performance of the organization, which can help the organization to improve its development and its growth. In the modern rear, the digital process has become part of our life, this study aimed to discuss the influence of networking, e-commerce, business and social technologies on organisational structures; this digitization process can help the organization meet the massive numbers of audiences with the help of e-commerce sectors and the digital marketing sectors.

Social media can play a strategic part in conducting online sales in new market sectors. The brands or products of the organization can go viral online and on social networking sites, then the customers can notice a pinpoint in sales, expanded brand awareness and direct dealings with customers through advertisements and targeted ads and the result is the enhancement of the estimated number of Unilever from the year of 2007 to 2021 (Unilever.com. 2023). This organization is calculated to be around 52.44 billion in revenue in the entire world in the year 2021 (Unilever.com, 2023). The number of estimated Unilever is growing every year and supports the organizations to consider internal growth and marketing segments. This assessment and GDP growth drive the expansion of the organization in a high prerogative for the government all over the world (Jevti?, and Milovanovi?, 2023). Nevertheless, this company is always relatively underrepresented in the international economy. This only contributes between one-quarter and one-third of imitation accounts and exports for a diminutive share, usually less than 11%, of foreign immediate investment (Unilever.com. 2023). These developments can support to enhance the different types of digital marketing strategies.

  • E-commerce capabilities: The above capacities of the organization have to recreate a significant role in the prevailing growth and implementation. In the year 2020, this ability of business organizations can provide 2.2 billion in sales and 49%growth of sales on the other hand More than 9% of sales can improve from e-commerce technology.
  • Online selling: 41% of sales of the business increased from different types of online and screen shopping selling. This company has a substantial supply chain and a chain of consumers in the entire world so the organisation can establish better collaboration with many other organisations who can help to sell the goods and services online and deliver their product to the customers (Unilever.com. 2023). This selling process can help the organisation to develop huge revenue globally in the year 2022.
  • Digital marketing: The Company encourages its product on social media outlets and via the digital marketing system. This ability can affect more consumers to correlate with the organization and utilise its product.

Task 1

The study can help to discuss the influence of micro- and macroeconomics theories and their impacts on the national economy and organizational behaviour, As per the report to the IMF group the Economy has two realms this is micro- and macroeconomics. There is macroeconomics, which is concerned with different types of processes for the overall economic works of the organization. It helps to study such items as gross domestic product, employment, and inflation the possessions of information stories and government policy debates (Imf.org. 2023). On the other hand, microeconomics is involved with the management process of demand and supply interaction in separate markets for products and services.

In macroeconomics, it typically reflects a nation and all markets interact to induce big spectacles that economists call aggregate variables. In the domain of microeconomics, the entity of research is between the single market segments, for example, the price rises of the products of the organization are navigated by supply or demand changes of the organization. The supply and the demand of the organization are very high and that is the reason the organisation generate massive revenue, the development of the revenue rate is more than 52.44 billion in the year 2022 (Unilever.com. 2023).On the other hand, the corporate government can play a major role in estimating the macroeconomics, analysing the role the organization that is played in donating comprehensive economic developments and resisting the inflation rate of the organization. Macroeconomics usually spreads to the international sphere because the domestic markets are supposed to link with the foreign markets through investment, trade, and capital flows and this also has a global element (Anggraini, 2022. ). These elements can support defining the decline rate of the organizations operating profit as per the reports of the organization that this organization faces huge losses in the year 2020 because o the Covid 19 which can disrupt the growth of the organization in 2020 this organization has faces loss by 12% of its development.

On the other hand, this study also covers the different types of economic problems that face the organization to manage the demand, organizational structure and circular flow of income, this can massive hamper the entire development of the organization. The organization has faced many different types of issues this is related to the process of choosing different products to deliver in existing marketing requirements to gain more profit, in this case, if the organization is unable to provide the marketing strategies properly, the organization faces massive loss, and the result is this organization

Operating profit of Unilever

Figure 2: Operating profit of Unilever

The profit margin of the organization can support delivering the dominance of the administrative culture ofthis business administration. This figure can help to define the declining rate of the organization, behind this decline, the entire growth of the organization is the massive cash of the Covid 19 and on the other hand, the organization is unable to comprehend the entire growth of the organization. On the other hand, this organization tries to develop its growth by providing favourable environments that can support to control of the efficiency of workers and allow the improvement of the entire productivity of the organisation to satisfy the goals.

Apart from this, organizations also required to determine the amount of product to be constructed so that is desired of people can be comfortable (Chiedu et al.2022). The development judgments of institutions are handled by analyzing different types of risk factors; this is such as the availability of resources and the distribution of resources, the request for developments, and the echelon of competitors in the existing market.

Task 2

This specific part of the study can discuss the different types of theories of management that can help the organization manage the existing market segments and mitigate the arising risks. Organizational dynamics can be enhanced by managing the relationships between workers, consumers, corporate leaders, and supplier groups. This business administration has the creative organizational dynamics systems to enable the enterprise and its products and services to the consumer groups in an effective manner also It has product type divisional dynamics (Fernando, and Simbolon,2022). The institution is performing with many distinct types of segments that are based on the product of the organization.

Despite this business has faced many issues to manage the business in an influential manner. That is the reason the Total comprehensive income of PT Unilever has decreased compared to the earlier year. On the other hand, this procedure controls the earnings rate of the organization, the earnings rate of the organisation in the year 2020, was more than $ 50724 million this rate is diminishing in corresponded to the earlier year's $51,980 (Unilever.com). This study also examined the theoretical assistance of interpersonal connections at assignment, this is such as scientific management theory. This can help to concentrate on achieving the highest efficiency in the workplace by determining the course to complete the assignment was valuable, and with the benefit of the theory, this organisation has organised its interpersonal relationships (Baragiola, and Mauri, 2022). On the other hand, the Bureaucratic management theory has recreated a critical role in establishing the practices and benchmarks of the organisation and also can supply a transparent province of labour classes of the community, the separation of confidential and corporate assets, and severe and consistent rules and regulations, with the help of this theories, can help the organization has massively increased its entire performance also this theory is appropriate for the Nutrition performance of the organization and the result is the enhancement of operating profit margin of the organization in Nutrition performance sector.

According to reports, it can be observed that with the continuous developments of the organization's nutrition performance sector, here the operating margins of the organization increased compared to the previous time16.5 %, behind these huge developments of the organization are the different types of marketing theories that can help tone organization to manages the entire functions and also helps to understand the market segments of the existing markets.

This study also discussed the leadership theories that can help the organization to manage the challenges and help to promote business developments this is such as the Great Man theory This specific theory typically describes that leaders are born with the ability to motivate other individuals and operate with a better efficient technique. As per the view of Wang (2022), the Great Man theory is typically described different types of elements by connecting psychological dangers with an estimation of the present circumstances associated with the organization. Therefore some important factor distinction is essential to address the significance of the entire performance. The result is more than 13 brands of the organization come with 3 billion in revenue in the year 2018 with an additional half of the development of the business obtaining to be provided with an accumulation of the social and environmental impact (Unilever.com.2023). This theory also discusses the different types of elements that can help to improve its business segments this are such as Self-confidence, Intelligence and knowledge the leaders, which can help the leader manage the different types of conflict conditions then it is important to investigate the problem and try to determine it with the adequate method that is beneficial as per the condition. During that time self-confidence is required to control the functional product and the prosperous performance of the old procedures (Zhang, and Fan, 2020). On the other, this also discussed the contemporary global business model that can help the organization's key components including different types of suggestions for counting consumer value and grabbing a share of the concerning value, different methods to manage the market segments, deploying and operating necessary resources, and integrated strategies that provide the importance to mark international customers (Zou, 2021). This can help the organization to enhance its entire development.

This study aimed to explore the different types of relevant tools to maintain real-world businesses this are such as Responsible Global Citizens can play a major role in enabling the market development process, as the individuals arrive concurrently in learning their position and transferred responsibilities of defending the earth, promoting peace and also helps to provide the global capital, appreciating the assortment, and progressing the humanity through the partnerships of the organization (Stanley et al.2022). On the other hand, this study also discussed the role of Accountable Global citizens in comprehending the different types of global problems and their residence in a globalised economy. Every global problem has numerous ethnic, colonial, political, and financial philosophies that support attaching to it also this is one type of commitment of international citizens to comprehend these diverse perspectives and encourage problem-solving agreement among the dissimilar viewpoints and the establishment of standard ground explanations. The global citizen should sidestep bringing sides with one singular moment of view, and rather explore methods to bring all flanks together (Zou, 2021). It also discussed the discrepancies in cultures are the biggest issues in the organization that can take place during times of international expansion. Disparities in culture can help to create many different kinds of negative aspects in the mind of industry dispositions that conduct the unsuccessful development of any enterprise. All of the challenges Unilever have encountered during the time of pandemic.

Reference list

Anggraini, N.T., 2022. Analysis of Financial Statements Based on Financial Ratio and Vertical-Horizontal Method in PT Unilever, Tbk, 2016-2017 Period.Journal of Social Science,3(1), pp.171-176.

Baragiola, G. and Mauri, M., 2022. SDGs and the private sector: Unilever and P&G case studies.

Boyd, C.E., D'Abramo, L.R., Glencross, B.D., Huyben, D.C., Juarez, L.M., Lockwood, G.S., McNevin, A.A., Tacon, A.G., Teletchea, F., Tomasso Jr, J.R. and Tucker, C.S., 2020. Achieving sustainable aquaculture: Historical and current perspectives and future needs and challenges.Journal of the World Aquaculture Society,51(3), pp.578-633.

Chandra, R. and Jatmika, S., 2022, March. Unilever Unilever Surabaya Corporate Social Responsibility (Csr) Policy in Maintaining Environmental Sustainability in Surabaya in 2014-2020. InInternational Conference on Public Organization (ICONPO 2021)(pp. 444-452). Atlantis Press.

Chiedu, C.K., Choi, S.L. and Ashar, H.B., 2022. The relationship among job satisfaction, oreganizational commitment and employees’ turnover at unilever corporation in Nigeria.European Journal of Multidisciplinary Studies,7(1), pp.62-83.

Fernando, S. and Simbolon, R., 2022. Pengaruh Promosi terhadap Keputusan Pembelian Produk Unilever.Jurnal Ekonomis,15(1c).

Hanggarjita, M.D. and Paksi, A.K., 2022. Peran Unilever Dalam Pemulihan Ekonomi Indonesia Pasca Pandemi.Ganaya: Jurnal Ilmu Sosial dan Humaniora,5(3), pp.283-296.

Jevti?, A. and Milovanovi?, G., 2023. Impact of digital marketing on sustainable business: Case of the Unilever company.Economics of Sustainable Development,7(1), pp.15-28.

Piao, S., Liu, Q., Chen, A., Janssens, I.A., Fu, Y., Dai, J., Liu, L., Lian, X.U., Shen, M. and Zhu, X., 2019. Plant phenology and global climate change: Current progresses and challenges.Global change biology,25(6), pp.1922-1940.

Putri, E.A., Tajriani, A., Syifa, A., Nurrachmawati, N., Rivai, A.A. and Amri, A., 2022. Penerapan fungsi MSDM untuk mengembangkan produktivitas kerja karyawan di lingkungan perusahaan Unilever Indonesia.Insight Management Journal,2(3), pp.81-90.

Smith, W.K., Dannenberg, M.P., Yan, D., Herrmann, S., Barnes, M.L., Barron-Gafford, G.A., Biederman, J.A., Ferrenberg, S., Fox, A.M., Hudson, A. and Knowles, J.F., 2019. Remote sensing of dryland ecosystem structure and function: Progress, challenges, and opportunities.Remote Sensing of Environment,233, p.111401.

Stanley, A.O., Ovie, E.A., Ughovero, B.A. and Ijoyah, C.T., 2022. Sustainable Production Strategy and Product Availability: A Study of Unilever Nigeria PLC.LAFIA JOURNAL OF ECONOMICS AND MANAGEMENT SCIENCES,7, pp.44-65.

Wang, X., 2022, June. Research on Localization Marketing Strategy of Multinational FMCG Products (Taking Chinese Market as an Example). In2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022)(pp. 2676-2681). Atlantis Press.

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Zou, S., 2021, August. Analysis on the Recovery of MNEs from the Financial Crisis: A Case Study of Unilever. In1st International Symposium on Innovative Management and Economics (ISIME 2021)(pp. 121-128).

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