Unilever Essay

16062 Words65 Pages
Thompson−Strickland: Strategic Management: Concepts and Cases, 13th Edition 22. Unilever’s Acquisitions of Slimfast, Ben & Jerry’s, & Bestfoods Case © The McGraw−Hill Companies, 2002 case 22 Unilever’s Acquisitions of SlimFast, Ben & Jerry’s, and Bestfoods Arthur A. Thompson The University of Alabama Following several years of sluggish performance, Unilever’s top management announced a new five-year Path to Growth strategy in February 2000 to rejuvenate the company and restructure its wide-ranging portfolio of food, home, and personal care businesses. The new strategy initiative fashioned by Unilever co-chairmen Niall FitzGerald and Antony Burgmans came on the heels of a decline in Unilever PLC’s stock price from a peak of 690 pence in June 1998 to 341 pence just prior to the announcement. Unilever’s Path to Growth initiative involved greatly reducing the size of the company’s brand portfolio, concentrating R&D and advertising on the company’s leading brands, divesting a number of underperforming brands and businesses, boosting product innovation, making new acquisitions, and achieving faster growth in sales and earnings. Focusing on key brands was expected to allow Unilever to concentrate its advertising and marketing efforts on higher-margin businesses and build brand value, thus gaining increased pricing power with supermarket retailers. The five-year initiative was expected to cost a total some 5 billion euros (€); entail closing or selling 100 factories and laying off some 25,000 employees (10 percent of Unilever’s workforce) so as to consolidate production at fewer plants; and ultimately produce annual savings of €1.5 billion through better strategic fits, a streamlined supply chain, and greater operating efficiencies. By 2004, Unilever management predicted, the company would be expanding its sales 5 to 6 percent annually and have boosted

More about Unilever Essay

Open Document