2. Unilever Bangladesh Ltd.

3. Strategic planning of Unilever

4. Introduction
Unilever is a multi-national corporation, formed of Anglo-Dutch parentage that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products. Unilever employs nearly 180,000 people and had worldwide revenue of almost €60 billion in The company is widely listed on the world's stock exchanges.

5. Corporate planning: Mission Statement:
Unilever's mission is to add Vitality to life. Unilever meets everyday needs for nutrition; hygiene and personal care with brands that help people feel good, look good and get more out of life.

6. Vision:
Unilever operates their business with a view to: => We work to create a better future every day => We help people feel good, look good and get more out of life with brands and services that are good for them and good for others => We will inspire people to take small, everyday actions that can add up to a big difference for the world => We will develop new ways of doing business with the aim of doubling the size of our company while reducing our environmental impact.

7. A new vision:
In November 2009 we launched a new vision to double the size of our business while reducing our overall environmental impact across our entire value chain. The commitment presents Unilever with a major challenge. The reduction we are talking about is an absolute one. It incorporates all our impacts right across the value chain ± from the sourcing of our raw materials through to consumer use and disposal of our products. In short, we intend to decouple growth from environmental impact

8. BCG Matrix of Unilever Bangladesh Ltd:

9. => Cash Cow products:
=> Star Products:
High growth rate & high market share *Lux *Sunsilk *Surf Excel *Close up
=> Cash Cow products:
Low growth rate & high market share *Ponds *Lipton Taaza *Lifebuoy soap *Rexona

10. => Question Marks products
High growth rate & low market share *Wheel Power White *Wheel lemon Power *Dove *Fair & lovely
=> Dog Products:
Low growth rate & low market share *Lifebuoy shampoo *Vaseline

11. Departments in Unilever:
During my visit at Unilever office I come to know that
there are following departments are currently working: => Research and development => Information technology => Human Resource => Supply Chain => Marketing => Customer development => Business to Business => Finance Department

12. SWOT analysis of Unilever:
a. Strengths => Largest organizations => Advanced technology => Well skilled professionals’ => Good distribution network all over the world => Unilever provided creative strategies => Strong marketing and good image creation => Wide distribution channels in both national and internal markets => Decentralized decision-making

13. => High market share => Strong management teams => Efficient HRM department => Strong reputation => Global innovation centers => Understanding local culture

14. => Competitors offered better alternative product
b. Weaknesses
=> Competitors offered better alternative product
=> Dual co-chair approach and dual company structure create problems => Lack of high volume brands => Slow sales growth compared with the competitors. => Low cash flow => Focus on short term strategy => High cost of restructuring => Hard to manage and control company structure => High cost limit promotions in company

15. c. Opportunities => Rural areas are a large prospective market => Employing external job applicants => Gain high market share => Introducing new distribution channel => Advertising through e-commerce => Promote its products in new geographic areas => Customer base is increasing with effective marketing => Take advantage of the changes of technology

16. => Increase cash flow => Gain scale of economies => Decrease its labor cost => Maintaining good relationship => Population expanding at a rapid rate => Current capacity utilization is 80%

17. d. Threats => Product innovation is ineffective => The high competition for market share increases rapidly => Changes of people’s lifestyle => Political and Economic factors => Increasing social awareness in society => Unfavorable conditions => Company’s image destroyed => Acquisition decision

18. Strategic business unit (SBU):
1. Home care brands Personal care brands Food brands

19. Home care brands: => Surf Excel => Vim => Wheel Lemon Power => Wheel Power White
Food brands:
=> Taaza

20. Personal care brands: => Clear => Close up => Dove => Fair and Lovely => Lifebuoy => Lux => Pepsodent => Pond's => Rexona => Sunsilk => Vaseline

21. Conclusion:
In View of the following data Unilever is one of the manufacturing sector who need to produce more output by implementing new technologies, new tariffs, new consumer satisfaction value added services. Further, it is still the largest manufacturer in the world in terms of geographic reach & quality.