In 2009, we launched The Compass – our strategy for sustainable growth, setting out our determination to build a sustainable business for the long term. Interview with Unilever CEO Paul Polman about executing strategy (Drucker Forum 2018) Watch & learn more about how he led the execution of the strategy to transform the world's largest consumer goods company. Unilever drivers • “A belief that sustainable business drives superior performance lies at the heart of the Unilever Compass – our strategy to create long-term value for our stakeholders.” Strategy • “Is to be the global leader in sustainable business. The Compass sets out our ambitious Vision and Purpose, and defines four ‘Winning with’ pillars within the That approach lies at the heart of our business model, driven by sustainable living and the USLP. “Sustainability is in Unilever’s DNA. The plan is to double the size of the business while reducing its environmental footprint and … Unilever’s Prices and Pricing Strategies. THE COMPASS STRATEGY. 5 Our Strategy 20. Unilever’s generic strategy (based on Michael Porter’s model) builds competitive advantage by satisfying consumers’ specific needs and preferences. Our Compass Strategy Sets out our Ambition It is to double the size of Unilever whilst at the same time reducing our environmental footprint. The Compass set forth a goal to double the size of Unilever. €80bn €44bn€40bn environmental impact 21. The Unilever Compass is based on three core beliefs: that brands with purpose grow, companies with purpose last, and people with purpose thrive. First developed in 2009, it was sharpened in 2012 but its core elements remained the same. the same time reducing the environmen- Unilever Strategy: T he Compass . In Porter’s model, generic strategies are used to ensure organizational competitiveness necessary for business growth and resilience. The Unile ver “Compass” envisages dou-bling the size of the company, while at . The Compass aims to: shape consumer behaviour change, embed sustainability into every part of the business and bring others along. Unilever maintains a wide variety of price points, considering the level of diversification of its products. However, the company truly understands the downfall of its business by … We will use the best of business to build the world we all want to see. Questions answer Winning with Brands and Innovation 22. He was determined that ongoing pressures – economic, social and environmental – would frame the approach to Unilever’s core business strategy and model. Building on the progress from the last decade, Unilever is committed to continuing to be a sustainable leader and has developed a new, fully integrated corporate strategy: the Unilever Compass. Unilever has a large water footprint from its range of cleaning and beauty products, as well as its drinks and food. We call our business strategy document ‘the Compass’, since it sets out a constant path for Unilever for the long term. It guides our approach to how we do business and how we meet the growing consumer demand for brands that act responsibly in a world of finite resources. -Implementation of strategy and make clear choices.-Aligned activity systems.-Importance in innovation in products.-Compass strategy: winning with (brands and innovation, marketplace, continuous improvement, people). This is a journey with the goal of achieving an increasingly agile, responsive, real-time, Fig. Unilever believes profitable growth should also be responsible growth. Among the 12 joint ventures, each of them has its own production line, distribution system and salesmen. Looking to the next decade and beyond, Unilever is rolling out a new strategy, named Unilever Compass, with the aim of being a world leader in sustainability—socially, environmentally and economically. As quoted from the Unilever website “We have a clear purpose – to make sustainable living commonplace – and a vision to grow our business whilst decoupling our environmental footprint from our growth and increasing our positive social impact. Although the latter part of... • … Unilever has a compass strategy for advancement and improvement of the business model and it has three pillars i.e. Unilever has said that by 2030 it will refuse to do business with any firm that does not pay at least a living wage or income to its staff. 4 Our Compass Strategy 5 Our Business Model 6 EmbeddingySut i ainl stabi 8 Operational Highlights 10 Unilever Sustainable Living Plan in 2012 50 Governance and External Commentary 52 Verification and Metrics About our reporting The Unilever Sustainable Living Plan: Progress Report 2012, published in April 2013, is complemented by: Unilever set up a recycling plant in Indonesia to recycle the sachets in 2017, but the plant remains in the trial phase. A business the world can be proud of. Polman reiterates the importance of execution backed by a strong purpose, capability & sound strategy. The Compass’ is Unilever's corporate strategy, driven by three ambitions, based on the input of 40,000 employees and external stakeholders. At the Helm of a New Strategy: The Unilever Compass Like any new CEO, Polman wanted to define a fresh vision and purpose for the company, a vision that would act as a beacon to the strategy. To support this strategy, the Unilever Sustainable Living Plan launches in 2010.” The most recent substantial change came in 2009 when the company unveiled its strategy for sustainable growth, The Compass. Supporting our three beliefs, the Unilever Compass lays out 15 multi-year priorities that cover the full spectrum of Unilever’s business and wider ecosystem. The Unilever Sustainable Living Plan, launched in 2010, laid the blueprint for achieving this strategy. Sustainability targets. There is much to learn from Unilever’s strategy and approach to partnerships and the beliefs that drive … The Unilever Compass is based on three core beliefs: that brands with purpose grow, companies with purpose last, and people with purpose thrive. 3: Unilever compass strategyUnilever has consolidated more than 200 local ERP systems into four regional SAP landscapes within seven years.demand-driven digital enterprise where the digital and physical world of customers can be seamlessly integrated into the value chain. Q3- what elements of Unilever’s strategy did Polman change? Following on from the USLP, Unilever is committed to continuing to be a sustainable leader and has developed a new, fully integrated corporate strategy: the Unilever Compass. The Unilever Compass is based on three core beliefs: that brands with purpose grow, companies with purpose last, and people with purpose thrive. Prices and corresponding pricing strategies are determined in this section of the marketing mix. The Compass very much builds on the past ten years of the USLP: the successes, the failures and the lessons learnt. It permeates everything that we do,” Hyttinen says. These are set out in our ‘Compass’, our business strategy document.” (Unilever, 2017). In 2009, Unilever announces a new corporate vision – working to create a better future every day – and enters the 2010s with a new strategy: The Compass. We do not anticipate significant... • Emerging markets were in a much healthier state, particularly in the early It lays the pathway for us to realise our vision of being the leader in sustainable business globally - as well as to finally putting to bed the debate of … Unilever introduced its strategy – known as “the compass” – in 2010. In early years, Unilever operates the management strategy as: to co-operate with some native enterprises by using their distribution network and salesmen. In June, the Anglo-Dutch consumer brands behemoth announced new commitments to tackle its water footprint and regenerate nature as part of its new Compass sustainability strategy. Unilever Compass Strategy consists of 4 Non-negotiable elements that drives plans and actions to achieve its objective of 80 Euro dollars revenue by the year 2020. While leading Unilever, Polman did not focus on increasing the market share of the company. Our Compass strategy - Unilever • Western Europe and North America remained soft, with markets flat As the USLP reached its 10-year mark, Jope introduced the Unilever Compass, an integrated business strategy that embodies ESG through three core principles: Brands with Purpose Grow; Companies with Purpose Last; and People with Purpose Thrive. This strategy is ok, but Unilever hasn’t done well in coordination and management. Instead, is emphasis was on implementing sustainable business practices and driving systemic change... 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