STRATEGIC ANALYSIS
OF
Unilever Pakistan Ltd.
Unilever Paksitan Ltd. SWOT,QSPM Matrix,Strategy,CPM Matrix
Table of Contents
- Executive Summary.. 3
- Letter of Acknowledgement. 4
- Introduction.. 5
- Introduction of Unilever Pakistan
- Overview of Unilever Pakistan
- Accountability towards Stakeholders
- Facts & Figures
- .Introduction to our Brands
- Food Brands
- Personal Care
- Home Care
- Offices and Sites.
- Offices
- Sites.. 6
- Sales and Revenue
- No. of Employees
- Strategy Formulation.. 10 - Stage I
- Vision Statement. 10
- Mission Statement. 11
- Critical Views. 12
- Proposed Mission Statement. 12
- Proposed Vision. 12
- Input Stage - The External Audit / Assessment
.. 13
. 13
- Opportunities. 13
- Threats. 14
- EFE MATRIX
- Competitor Performance Matrix (CPM) Matrix
- Input Stage - The Internal Audit / Assessment
- Strengths
- Weaknesses
. 17
- Organization’s Audit
- Management Audit. 17
- Marketing Audit. 17
- Financial Audit. 17
- HR Audit. 17
- IFE MATRIX
- Strategies In Action
- Intensive Strategy.. 21
- Integrative Strategy.. 21
- Diversified Strategy.. 21
- Defensive Strategy.. 21
- Matching Stage
- BCG Matrix.. 22
- IE Matrix.. 23
- Grand Matrix.. 24
- Decision Stage
.. 25
- QSPM... 25 MATRIX
- Strategy Implementation.. 29
- Annual Objective.. 29
- Policies. 29
- Strategy Evaluation.. 30
- Set Standards. 30
- Conclusion
INTRODUCTION OF UNILEVER Pakistan Ltd.
Unilever is one of the world's leading suppliers of fast moving consumer goods across Foods and Home and Personal Care categories. Unilever's portfolio includes some of the world's best known and most loved brands.
Unilever Pakistan Ltd:
Unilever Pakistan (70.4% Unilever equity) is the largest FMCG company in Pakistan, as well as one of the largest multinationals operating in the country. Unilever Pakistan Ltd., a subsidiary of the Unilever Group is operating in Pakistan since 1948. The Company’s main business lines are Soaps and Detergents, Personal Products, Cooking Oils and Fats, Packed Teas, and Ice Creams. Unilever has a long list of brands such as Surf, Vim, Rin, Lifebuoy, Sunlight, Lux, Rexona, Sunsilk, Close-Up, Blue-Band, Dalda, Planta, Lipton’s Yellow Label, Taaza and Richbru, Brook Bond’s Supreme and Kenya Mixture etc. which are common household names in Pakistan.
The Company’s factory at Rahim Yar Khan was one of the first industrial units to be constructed after the creation of Pakistan. As the consumer base expanded over the years and the Company entered into new product lines like Personal Products and Margarine, it invested further in the installation of modern manufacturing facilities including a factory at Karachi. Today, the Company is using latest state-of-the-art technology for producing high quality products.
In 1995, the Company established a new factory near Lahore to manufacture the Wall’s range of ice creams, which have become popular within a short time. In 1996, the present group – Unilever UK acquired the Polka Group that produced ice creams. In 1999, Pakistan industrial promoters (Private) Limited, owners of ‘Polka’ brands of Ice Cream were merged with Lever.
In order to leverage the synergies of Unilever’s international brand strength, market edge and corporate image, Lever Brothers Pakistan Ltd. changed its name to Unilever Pakistan Ltd., in August 2002.
Overview of Unilever Pakistan Ltd.
The company had a turnover of Rs. 23.3 bn (Euro 309 mn) in 2007, and enjoys a leading position in most of its core Home and Personal Care and Foods categories, e.g. Personal Wash, Personal Care, Laundry, Beverages (Tea) and Ice Cream.
The company operates through 5 regional offices, 4 wholly owned and 6 third party manufacturing sites across Pakistan.
Accountable to our stakeholders:
Since the time Unilever Pakistan began its operations in 1948, the Company has been closely connected to the Pakistani people and its brands have been an integral feature in their daily lives. In fact, the nature of our business enables our brands to be the pulse and heartbeat of the 164 million people in Pakistan.
This is a huge commitment, which makes us responsible and accountable to all our stakeholders and society as a whole and strengthens our resolve to:
- Make a positive difference to the lives of low income consumers
- Create new opportunities for growth
- Improve the overall quality of life in Pakistan, by promoting education, nutrition, health and hygiene.
FACTS & FIGURES
- Unilever Pakistan has 5 wholly owned and 7 third party manufacturing sites across Pakistan
- Unilever Pakistan has employees around 1,500 on their payroll and many thousands indirectly.
- Listed in Karachi Stock Exchange.
- Unilever Pakistan has 32 products as per its website.
- Head office is in Karachi.
- During the year ended December 31, 2011, the Company produced 48,313 metric tons of home and personal care products out of its annual capacity of 60,446 metric tons.
- 28,909 metric tons of beverages out of 62,377 metric tons.
- 43 million liters of ice cream out of its annual capacity of 77 million liters.
- Unilever Pakistan Ltd. had revenues for the full year 2011 of 51.9B. This was 16.1% above the prior year's results.
- In 2010 it was $44.7 B
- Share Value 6,261 PKR.
- Annual earnings equaled 323.88 per share.
- The Company had three subsidiaries, namely Lever Chemicals (Private) Limited and Levers Associated Pakistan Trust (Private) Limited, which act as trustees of Union Pakistan Provident Fund (Unilever Provident Fund), and Sadiq (Private) Limited, which is not carrying on any business operations.
| The directors are pleased to present the financial statements for the nine months ended September 30, 2010. | ||
| Nine months ended September 30 | ||
| | 2010 | 2009 |
| Net Sales (Rs’000) | 33,009,192 | 28,508,781 |
| Profit before taxation (Rs’000) | 3,232,527 | 3,370,165 |
| Profit after taxation (Rs’000) | 2,135,755 | 2,292,248 |
| September 30, 2010 | (Rupees in thousands) | |||||
| | Home and Personal Care | Beverages | Ice Cream | Other | Total | |
| | | | | | | |
| Revenue | 6,625,359 | 2,853,108 | 1,738,235 | 288,682 | 11,505,384 | |
OUR BRANDS
Food brands
Unilever is one of the world's leading food companies. Our passion for understanding what people want and need from their food - and what they love about it - makes our brands a popular choice.
Badami
"Badami" is Wall’s response to the traditional kulfi.
Blue Band
Blue Band is essential for a family’s healthy growth and development and to enjoy a lifestyle full of vitality.
Brooke Bond A1
Brook Bond A1 is the strong cup of tea that gives the strength to face challenges and stand up for what you believe in.
Currently, Brooke Bond Supreme is running the “Chaske Zindagi Ke” campaign
Brooke Bond Supreme
Brooke Bond Supreme is part of life for the Pakistani consumer, bringing families closer together with its rich taste and traditions
Cornetto
The Cornetto experience consists of a delicious, crispy-baked wafer, coated inside fro m top to bottom with a chocolate layer, rich ice cream inside, topped off with sauce and chocolate chips.
Energile
Bringing Vitality to your life.
Fruttare
Fruttare’s mission is to inspire in people the freedom to indulge by providing both pleasure and health through the natural goodness of fruit without the guilt of too many calories.
Knorr
Knorr believes in adding magic to every day meal moments.
| Chatt Patta Noodles | Chicken Jalapeno Noodles | Lemon Chilli Noodles | Soupy Noodles Mast Masala | Soupy Noodles Chicken Delite | Achar Gosht |
Lipton
Lipton is Tea – Tea is Lipton.
Magnum
Celebrate pleasure with the tempting Magnum range – an irresistible combination of thick, cracking chocolate with creamy vanilla ice cream.
Pearl Dust
Lipton Pearl Dust is the Sindhi soul that imbues intimacy and warmth in a couple’s relationship
Unilever
Unilever Food Solutions helps chefs serve tasty, wholesome meals that keep guests coming back for more. We create ingredients that save precious prep time in the kitchen, without compromising on flavor or flair.
Rafhan
From the highly nutritious and healthy Corn Oil to the lip smacking Desserts – Rafhan today offers a complete meal package with the cherry on top!
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Wall's Desserts
At Wall’s, we like to think we have one of the best jobs in the whole world; making delicious frozen dessert treats for the whole family.
Wall's Kid's Range
Wall’s Kid's Range brings to you the surprise of delicious frozen desserts wrapped around fun and adventure.
Personal care brands
Our personal care brands, including Dove, Lifebuoy, Lux, Pond's, Rexona and Sunsilk, are recognised and respected around the world. They help consumers to look good and feel good – and in turn get more out of life.
Clear (Shampoo)
Clear spells confidence for the young Pakistanis of today.
Close Up
Our mouths are our gateway to life. We use them to eat, drink, talk, laugh, smile and what not!
Dove
To help you enjoy your own brand of beauty, Dove provides an extensive range of cleansing and personal care products.
Fair & Lovely
Asia’s leading fairness brand.
Lifebuoy shampoo
Providing healthy hair to all Pakistani consumers.
Lifebuoy soap
Lifebuoy's goal is to provide affordable and accessible hygiene and health solutions.
Lux
Lux brings out the star in you!
Pond's
Making a real difference to women's skin and the way they live their lives.
Rexona
With Rexona you know your deodorant won’t let you down.
Sunsilk
Sunsilk provides real solutions to women's everyday hair nee
