EXECUTIVE SUMMARY

Unilever is an Anglo-Dutch company, with a history of grand operation, Today it owns most of the world's consumer product brands in food, beverages, cleaning agents and personal care products.
Unilever Bangladesh Ltd is one of the world’s most successful consumer goods manufacturing companies with local manufacturing facilities. Unilever brands are trusted everywhere and, by listening to the people who buy them, they've grown into one of the world's most successful consumer goods companies. In fact, 150 million times a day, in over 190 countries, someone somewhere chooses a Unilever product. Unilever Bangladesh Limited has five departments to carry out all their organizational functions.
This report is designed in six chapters. Initially the opening words about the report were described in the first segment titled “Introduction”. The next segment “Overview of Unilever” contains the history of Unilever, Unilever Bangladesh Ltd, and Organizational structure.
The next chapters are on firm organizing, Industry Analysis, CSR Activities, Innovative Managerial Practices
And at last is the conclusion of this report

Table of Contents

Contents | page | 1. Introduction…………… | | 1.1. Unilever Global | 1 | 1.2. History of Unilever | 1-2 | 1.3. Unilever Bangladesh Limited | 2 | 1.4. Unilever Today | 2-3 | 1.5. Mission | 3 | 1.6. Vision | 3 | 1.7. Strategies followed by Unilever | 3-5 | 1.8. Consumers | 5-6 | 1.9. Products offered | 7-9 | | | 2. Firm Organizing……… | | 2.1. Organizational Structure | 9-13 | 2.2. Decision Making Process | 13-14 | | | 3. Industry Analysis………. | | 3.1. Porter’s Five Forces | 14-15 | 3.2. SWOT Analysis | 15-16 | | | 4. Corporate Social Responsibility | 16-17 | | | 5. Innovative Managerial Practices | | 5.1. Entrepreneurship Encouragement | 18 | 5.2. Ethical Dilemmas | 18-19 | 5.3.Roles of Technology | 19 | 5.4. Techniques to Motivate Employees | 19 | | | 6. Conclusion…………. | 20 | | |

1. Introduction
1.1 Unilever Global
Unilever is an Anglo-Dutch Multinational Corporation. It has a history of colonial exploitation, under which it has built its capital gradually. Today it owns much of the world’s consumer brands in food, home care and personal care. Unilever employs were more than 247,000 people and the achieved a worldwide revenue of €48 760 million in 2002. Unilever has also two headquarters. One is Unilever PLC in London UK and another one is Unilever NV in Rotterdam, Netherlands. Two of these Unilever headquarters have same directors and operates as a single business. The current chairman of Unilever Global is Michael Treschow while Paul Polman is the CEO. Unilever’s major competitors are Nestle, Kraft and Procter & Gamble.
Key Facts: * In 2011 their annual turnover was €46.467 billion * They employed 171,000 around 150 countries * Everyday about 190 million consumers chooses Unilever for them and their families * They have a strong brand portfolio of food, home care and personal care products * They are market leaders of Food Personal care products.
1.2 History of Unilever
William Hesketh Lever founded Lever brothers in 1885. They started their business as soap producer and made soap factories around the world. In 1917, they added foods, acquiring fish, ice cream and canned foods to their business. In the thirties, Unilever introduced improved technology to their business. They started expanding their business and launched new ventures in Latin America.
Unilever formed in 1930 when Dutch Margarine Company “Margarine Unie” merged with Lever Brothers. Both of the companies were competing for the same raw materials and were involved in producing marketing products in large scale. They both used the similar type of distribution channel. They together had operations in more than 40 countries
Unilever has now crossed more than three centuries. But the major event that influenced Unilever’s success was- economic boom, depression, world wars, and change in consumer’s lifestyle and advancement in technology. And throughout the business they created products to make consumer’s life better.
1.3 Unilever Bangladesh Limited
Unilever Bangladesh right now is the most successful consumer goods manufacturer companies with local manufacturing facilities.
UBL as a subsidiary of Unilever is leading in the food, home care and personal care products of the market. Unilever Bangladesh started its journey on 25th February 1964 as a part of Lever Brothers Pakistan Limited. They first established their soap factory in Kalurghat, Chittagong which had a capacity of approximately 485 metric tons. It was a public limited company with 55% shared belonged to Unilever and rest to the Government of Pakistan. After Bangladesh Independence the plant was declared abandoned. But on 5th of July 1973, it registered under the name of Lever Brothers Bangladesh Limited as a joint venture of Unilever PLC. Now Unilever has 60.75% shares and the government of Bangladesh has 39.25% shares.
1.4 Unilever Today
Today Unilever brands are trusted all over the world. And by listening to their consumers, they have grown into one of the world’s most successful consumer goods companies. In fact, 150 million times a day, Unilever products are choose over 190 countries.
-3UBL has a brand portfolio both across the globe and regionally. They produce their products according to local market demand. This diversity mainly comes from their two key strengths. * Strong roots in local markets and first-hand knowledge of the local culture. * World class business expertise applied internationally to serve consumers everywhere.

1.5 Mission
Unilever’s mission is to add vitality to life. They meet everyday needs for nutrition; hygiene and personal care with brands that help people feel good, look good and get more out of life.
1.6 Vision
Unilever works to create a better future everyday. They want to make cleanliness a commonplace. They also want lessen work for women and most importantly Unilever inspires people to take small everyday actions that can add up to a big difference for the world.

1.7Strategies Followed By Unilever Bangladesh
Functional Level Strategy:
Unilever Bangladesh uses different types of functional level strategies to have competitive advantage and to survive in the long run of this competitive industry. * They increase their efficiency by exploiting economies of scale and learning the effects from it. For example : 1,023,810 packets of detergent powders, 808,720 bars of soaps, 156, 910 tubes, jars, bottles and sachets of creams and lotions, 154, 430 toothpaste tubes and sachets,329, 530 bottles and sachets of shampoo, and 35, 000 packets of tea are produced in one day in Bangladesh by Unilever.

* They upgrade their manufacturing facilities from time to time .They also upgrade the skills of employees through extensive training and perform research to develop new products and design for easy manufacturing

* Their customer responsiveness rate is high. They carry out extensive research, modify existing products and come up with new ideas to satisfy customer needs.

* They respond quickly to customer demands by innovating their products and having promotional activities

Business Level Strategies:

Unilever adopts different business level strategies to use the company’s resources more efficiently and gain competitive advantage over their rivals. These are:

* They use cost-leadership strategy to gain economies scale. This way they can produce product more efficiently thus having much more profit.

* They follow differentiation strategy for some products that fulfill customer needs in unique way

* They target different market segments with different products. This way they have a broad product line. By this they reduce threat of entry and expand range of products which fulfill customer demand.

Strategy in Global Environment:

Unilever Bangladesh is a part of Unilever. So as a part of this global company it follows principals and strategies of Unilever. However, these strategies can be modified on the national condition. The different strategies they follow in global environment are:

* As a world famous company and its renowned brands gives it unique strengths to achieve superior efficiency, quality and customer response. These different policies and strategies Unilever follows are adapted to Unilever Bangladesh.

* They import raw materials from places where it is less expensive to achieve location economy.

* They are locally responsive. The try to improve and modify their products according to local customers needs

* They follow multi domestic strategy for marketing ease in different national conditions

Corporate Level Strategy:

Unilever Bangladesh uses the following corporate level strategies:

* They involve in short term contracts and have a competitive bidding for the supply of raw materials.

* They have a diverse business. They compete in nine different industries with various products ranging from home care, personal care etc. Their main advantage is that they can share same manufacturing facilities and distribution channel for different products.

1.8 Consumers
Unilever Bangladesh Limited’s main targeted customers are from cities and town. They market a lot in urban areas. Another thing of maximum consumers are from urban areas is that most of the people are educated. They know a lot about Unilever products and its positive sides. But few are from the rural areas like village. This is because they don’t have much knowledge of Unilever products. There is another important thing for which consumers are less in this areas is because they market their products less in these areas rather than cities and towns. Below is given some statistics of Unilever goods are consumed by what kind of consumers * According to gender 40% are male Consumers and 60% are female consumers.

* According to age
10% is 18-30 years
46.7% is 31-40 years &
43.3% is above years age who uses Unilever products

* According to occupation
Business people is 33.3%
Service Holder is 43.3%
Other Occupation is 23.3% who uses Unilever products

1.9 Products offered
Unilever has about 400 brands marketed worldwide. However many of them are found in our local marker, e.g: Ponds. The existing numbers of Unilever brands in Bangladesh are 19. The brands fall mainly under two categories: * Food and Beverages * Home and personal care brands

In Bangladesh the company operates in four product categories. They are: * Fabric Wash * Household care * Personal Care * Foods
Fabric Wash * Surf Excel * Wheel Laundry Soap * Wheel Washing Powder * Wheel Power White
Household Care * Vim Powder * Vim Bar * Vim Liquid
Personal Care * Personal Wash * Lux * Lifebuoy Total * Lifebuoy Liquid Soap * Dove Bar

* Skin Care * Pond’s Age Miracle range * Pond’s Daily Face Wash range * Pond’s Cold Cream * Pond’s Perfect result Cream * Ponds Dream Flower Talc * Pond’s flawless white range * Pond’s White Beauty Range * Pond’s Body Lotion * Fair & Lovely Multivitamins * Fair & Lovely Body Fairness Milk * Fair & Lovely Ayurvedic * Fair & Lovely Menz Active * Lakme skin care products * Dove skin care products * Vaseline skin care products * Hair Care

* Sun Silk Shampoo * All Clear Shampoo * Lifebuoy Shampoo * Dove shampoo

* Oral Care * Close-up Toothpaste * Pepsodent Toothpaste * Pepsodent Toothpowder * Pepsodent Tooth brush

* Deodorant * Rexona * Axe
Foods
* Knoor soup * Lipton Taaza Danadar * Lipton Taaza strong * Lipton Taaza Teabag.
Firm Organizing
2.1 Organizational Structure
Unilever has two chairmen leading the company worldwide. There are seven top level directors who are leading the seven different departments. For better management Unilever divided their business into different region and there are different business group in different region to manage them.
Unilever Bangladesh Limited is under the Southeast Asia Region. But Unilever Bangladesh is monitored by Hindustan Unilever. At the top of Unilever Bangladesh is the Managing Director. The Management Staff consists of six levels, which starts from junior manager (local managers) to manager grade 5 (Unilever managers). The company also hires many non management staff and workers to work in the factory.
Unilever Bangladesh Limited Structure:
Unilever Bangladesh has five departments to carry out their organizational functions. These departments are headed by their respective department heads. These departments are: 1. Customer Development Department 2. Brands & Development Department 3. Supply Chain Department 4. Finance & IT Department 5. Human Resources Department

Brands and Development Department:
The Brands Team has been expanded to Brands Development team to have a better coordination between marketing and development. For ensuring business profit, Brands and Developments department has been brought together. This helps Unilever to keep a close contact with the customers. Brands and development team has been divided into six parts. They are: * Home Care * Personal Care * Dental Services * Food * Tea export * Marketing research
Supply Chain Department:
The supply chain Department is responsible for planning, buying, manufacturing and distributing. It has a series of process to make sure the delivery is smooth to the customer. The supply chain process led to joining planning and buying with manufacturing. This chain in extended further by joining distribution to it, thus making it useful for forward and backward integration. So these kind of supply chain gives the company an advantage to work fast and keep up with the everyday changing business scenario. At present it is divided into six functions: * Manufacturing * Engineering * Company Buying * Distribution * Quality Assurance * Planning

Finance and IT Department:
The main purpose of this department is to secure company assets and interests to ensure a proper internal control inside the company and be cost effective to get maximum profit while operating the company. At present the sub departments are: * Business System * Finance * Legal
Human Resource Department:
The major functions of this department are: * Factory Personnel Functions or Industrial Relations * Recruitment, Training and Developments, Labor Welfare * Personnel Service and Security.
All these major functions are combined in the best possible way to make Unilever Bangladesh more productive. Factory personnel functions are looked after by factory personnel manager, training and development activities are supervised by Manager Human Resource Development, Employee Welfare, activities are monitored by Assistant Manager labor welfare, personnel services are looked after by the FPM along with the office services manager and finally security officer is responsible for all the security services. At present, the total number of personnel in Unilever Bangladesh Limited is 720 which include 159 in management & 543 unionized permanent workers.
Customer Development Department:
Managing customers is becoming tough these days. Because of the modern trade and aggressive local and international competition, customers are shifting from traditional sales to trade marketing. So In-store merchandising has become much important. The head of the departments leads the department. Reporting to him are the Sales Operation Manager, Regional Sales Managers and Area Sales Managers. Company organized media reports to the Sales Operation Manager. Assistant Area managers report to the Regional Sales Managers. Territory Managers report to the Assistant Area sales managers, Area Sales Managers and Regional Sales Managers. But it might differ in sales areas. So the department is responsible for maintaining customer management strategy.
2.2 Decision Making Process:
Decision making is a process to choose from two or more alternatives. Decision making process engages most of a manager’s time. In Unilever decisions are made in five steps. They are:
Step 1- Identify and Define the Problem:
At first step the problem is identified and defined. Information are gathered on the problem and then defined. In this process, the more specific the goal will be, the more easier it will be to evaluate the results.
Step 2- Generate and Evaluate Alternative Courses of Action
If the problem is defined, next it is needed to collect the facts and information that would be helpful to solve the problem. It is important to make clear what is known and need to be known. The more information will be gathered, the more alternative of courses shall be found.
Step 3- Decide on a Preferred Course of Action
At this point of choice, an actual decision made is the preferred course of action. How it will be done and by whom it will be much successful is decided at this stage.
Step 4- Implement the Decision
After the decision is made, actions have to be taken to implement it fully. Nothing new will happen unless action is taken. Managers do not only need creativity and determination but also need willingness and ability to implement it.

Step 5- Evaluate Results
So all these steps are not complete unless the results are evaluated. If the outcome is not desired corrective steps are need to be taken.
3. Industry Analysis
3.1 Porter’s Five Forces Analysis:
As a global company, Unilever does not only compete with multinational companies like Nestle, P&G or Kraft, but also regional competitors. Porter’s five forces is powerful and most recognized method for the analysis of the competitive environment of an organization. Porter’s five forces analysis determines the competition and attractiveness of market where Unilever Bangladesh is operating and suggests when the opportunities will be higher and threats will be lower in the industry.
This analysis is based on five important elements of an organization which includes both internal and external competence and threats faced by a business organization. These are:
Rivalry among Existing Companies:
Unilever Bangladesh has a large number of competitors and they are very strong. These competitors range starts from small companies to big giants like Square, Kraft, Fresh etc. These competitors almost provide equal quality of products and services and sometimes better. So these competitors have much power to influence and attract customers by having lower prices and new marketing techniques.
Threat of new entry:
Unilever Bangladesh is strong a strong player in the market and holds a brand image. So it is much difficulty for new companies to enter this market. Unilever has a strong presence in every sector of the market either through it branches or franchises. So its brand image is quiet a strong barrier for new entrants.
Power of Suppliers:
Like Unilever, Unilever Bangladesh uses policy of local buying and local manufacturing. It makes the suppliers weaker and makes them negotiate to Unilever’s terms. Most of the time the company makes agreement with the supplier for a certain amount of time at a certain rate. This strategy helps to prevent suppliers from switching to other competitors pr charge high rates. Unilever Bangladesh also treats their supplier with royalty.
Power of Buyers:
From rural areas to cities, Unilever has customers scattered all around the country. In reality they are not much powerful to pull prices down. But it is easier for customer to switch companies. So Unilever Bangladesh has to be much careful about prices and customer satisfaction.
Threat of Substitutes:
Continuous research and development has brought a revolution in consumer and household products. Today customers want to try something new and better. This trend has reduced product lifecycle and customer loyalty. Unilever Bangladesh is always facing threats of substitutions and its competitors are always spending money to have product development. So Unilever has to be much adaptive and remain closer to its customers to know what exactly customers want.
3.2 SWOT Analysis
SWOT analysis is a tool used to know the strengths, weaknesses, opportunities and threats involved in a business. It helps companies to know the internal and external factors which are favorable and unfavorable to achieve companies objective. In SWOT analysis internal assessments are divided into strengths and weakness, and external assessments are divided into opportunities and threats.
Strengths:
* Company Image * Strong Brand Names * Experienced Management team and executives * Highly trained marketing research unit * Products reputation among customers * Diversity of products
Weaknesses:
* Import of two much raw materials * Operational complexity for large number of product portfolio * Product price are a bit high for country like our
Opportunities:
* Expanding its market more to rural areas * Population growth * High Urbanization * New products
Threats:
* Competitors * High Inflation rate * Low purchasing power * Political problems * Change in manufacturing technology

4. Corporate Social Responsibility
Unilever Bangladesh Limited has been conducting their CSR activities as Lever Brother Bangladesh from when it was established. They have been mainly focusing their CSR activities on three different segments. They are ‘Health-nutrition-hygiene’, ‘Education’ and ‘Women Empowerment’. They have also been doing activities on climate change issues also. For health care, they launched ‘Lifebuoy Friendship Hospital’ in 2001, which is a modified floating oil tanker. They sat up a modern operation theater and intensive care unit in Ma O Shishu General Hospital on 25 May, 2004. It is for the economically deprived people for the society. They also sponsored a nursing training program in 2006 with Ma O Shishu General Hospital in Chittagong for two months. In 2007 they started a campaign named ‘Annual Kalurghat Health Camp’ to provide free health care facilities to people around Chittagong. On November 16, 2007 Unilever Bangladesh announced ‘Pepsodent-Bangladesh Dental Society Oral Health Day’. On 15th October 2008, Lifebuoy introduced ‘Global Handwashing Day’ in many countries in Bangladesh. Like ‘Lifebuoy Friendship Hospital’, they also created ‘Pepsodent Dentibus’ to give dental checkup opportunities and free expert advise to general people and school children’s. For nation’s future, they started educational campaigns. In January 2005, they joined with an NGO named Shathee Samaj Kalyan Samity (SSKS) for giving free educational facilities to Banani residential slum areas children. Volunteers from Unilever also visited the school to show the children’s the importance of hygiene and health. The Fair and Lovely Foundation, a part of Unilever Bangladesh, gave scholarship to talented women from economically disadvantaged families. In 2006, Unilever jointly funded ‘Unilever Chevening Scholarship’ for Bangladeshi’s wishing to study in a university of U.K with the cooperation of British council. For women empowerment Unilever started projects. They started a pilot project named ‘Joyeeta in August 2003, which was later lead to ‘Project Aparajita’ with CARE. They had programs like Urban Vocational Training program in 2005 and had scholarship program jointly funded with Faria Lata Foundation and Uttorone Nari in 2003. Unilever jointly started a tree plantation program on 30th October 2009 with Tengamara Mohila Shabuj Shanga (TMSS) for environmental care and awareness.
They have put a huge positive impact on the minds of Bangladeshi people with their various CSR activities. Annually 375 women get Fair and Lovely Foundation scholarship. They are working with SSKS for providing educational facilities to 300 slum children. More than 10,000 people have been cured from the Health camp, out of which over 5000 ailing mothers and children received treatment and immunization, 4000 people received diabetic treatment and 6000 received free eye treatment with surgery facilities. Also 500 indoor patients can be treated in Ma O Shishu General Hospital. Moreover 275000 people have been treated by ‘Lifebuoy Friendship Hospital’ since 2001. Pepsodent Dentibus reached 250,000 people per year for its facilities. They are continuously contributing in health, education and women empowerment sectors, which are the most important issues these days. So they have created a positive atmosphere among general people, especially rural people’s mind that they are socially responsible.
Unilever Bangladesh works with NGO’s which works as a helping hand for the poor people. So as a leading company, their CSR activities are making a positive atmosphere which is necessary for them to create their brand equity. By doing these activities, they are not only expressing their dedication towards the society, but also making a strong place in the competitive market to survive and create positive image about them. These CSR activities are really appreciating. 5. Innovative Managerial Practices

6.1 Entrepreneurship Encouragement
As Unilever is multinational and a large scale company, they do not encourage entrepreneurship 6.2 Ethical Dilemmas
Like all other corporation and companies, UBL faces Ethical Dilemmas. The type of Ethical Dilemmas the company faces are

Discrimination
Gender Discrimination is a common thing in our country. So it also effects the company and the women workers are under paid than the male workers.
Conflicts of Interest
Sometimes factory workers are influenced by the Labor leaders. So that causes a conflict of interest among the factory workers and the directors
Sexual Harassment
Unilever is trying to lessen sexual harassment in their working conditions. But for our social environment it has become quite tough for UBL to deal with it.
5.3 Roles of Technology
With the advancement of technology Unilever keeps it manufacturing facilities up-to-date. Also to manage their managerial works and managerial work they use up-to-date softwares and hardwares 6.4 Techniques to motivate employees
To motivate their employees, UBL offers the following facilities to their employees 1. Competitive Salary 2. Pension 3. Healthcare 4. Performance related bonus 5. Share scheme 6. 25 days annual leave 7. Flexible working conditions 8. Discount staff shop 9. Staff Insurance department 10. Free Gym access

6. Conclusion
UBL is one of the top leading multinational companies in Bangladesh. This report of UBL has been provided with the information of products, consumers, company structures. UBL has built a strong relationship with the customers and retailers and tried to keep a good working environment in their factories and inside the management. So Unilever should keep up its good work and provide consumers with their demanded products and keep a friendly among their employees

Source * www.wikipedia.org/wiki/Unilever * www.unilever.com * www.unilever.com.bd * www.fundinguniverse.com * www.retaildoc.com