BI TP CASE STUDY UNILEVER

H tn: Nguyn Th Ngc Lin

MSSV: 121 221 0075

1. L gii s thnh cng ca tp on Unilever:

S thnh cng ca tp on Unilever n t nhng yu t chnh sau:

Khc bit ha sn phm: T nhng sn phm u tin, Lever thc c tm quan trng

ca s khc bit ca sn phm i vi vic chim lnh th trng. Cui th k 19, cc loi x

phng trn th trng c bn theo ming hoc thanh, c gi trong giy, khng mi v v

thm ch cn rt cay v rt. Sn phm c William Lever to c u th vi mi hng

khc bit. Khng ch vy, Lever cn l ngi tin phong trong vic khng ch bn bnh x

phng v cn bn ca thng hiu. Sn phm Levers Pure Honey thnh cng khng ch v

mi hng m cn v c mt tn gi phn bit vi hng lot nhng loi x phng ca

nhng nh my nh l trn th trng by gi.

Hi nhp theo chiu dc: Trn thnh cng, Lever tin hnh mua cho mnh mt nh my

x phng. iu ny khng nhng gip Lever hon ton ch ng c vic sn xut v kim

sot cht lng cc sn phm ca mnh, khng cn ph thuc vo nhng nh my nh l m

cn gip ng bo v c nhng sng kin, cng thc mi trc cc i th cnh tranh.

Chin lc Marketing c o hiu qu:

- Nhng chin dch gy ting van: Ngay t nhng ngy u thnh lp vi sn phm l

x phng, cng ty ca Lever chinh phc khch hng bng cch nh trng tm l

khch hng, khi gi nhng nhu cu tim n v gii quyt nhng nhu cu , c th l

cu chuyn ln da tay nhy cm ca ph n v sn phm x phng c th bo v da

tay. Nhng nm sau ny, rt nhiu ln Unilever tung ra nhng chin dch Marketing

m hiu ng ca chng khng ch b hp trong vic bn sn phm m cn to ra

nhng gi tr tch cc, gp phn thay i nhn thc ca ngi tiu dng nh Dove

v p ch thc, Omo Hc hi iu hay, ngi g vt bn, vn vn Nhng chin

dch thnh cng vang di nh vy chc hn l kt qu ca c s sng to ln qu trnh

nghin cu th trng v cng k lng.

- H thng phn phi rng khp: Sn phm ca Unilever c mt khp mi ni, t

siu th ti nhng ca hng tp ha nh l. Tp on u t mnh tay cho trade

marketing cnh tranh vi cc tp on FMCG khc, m bo availability ca sn

phm mc ti a.

Chin lc linh hot ph hp vi tng giai on: Tp on khng ngng tm kim nhng

c hi kinh doanh v m rng th trng. T mt cng ty sn xut x phng, Lever m rng

sang lnh vc thc phm vi b margarine. n nay, Unilever khng ngng a dng ha sn

phm ca mnh c 3 ngnh hng: cht ty ra, chm sc c nhn, thc phm v ung,

trong mi ngnh hng u s hu nhng thng hiu dn u th trng. Tuy nhin tp on

cng khng ngn ngi thu hp quy m kinh doanh ca mnh trong giai on kh khn bng

cch ct gim nhn vin, ti c cu h thng qun l, bn i nhng thng hiu khng sinh

li. Nm 2000, cng ty mnh tay bn i 1200 trn 1600 thng hiu ang s hu, ch tp

trung ngun lc cho nhng thng hiu dn u.

u t cho pht trin ngun nhn lc: Unilever khng ch l mt tp on hng u v xy

dng thng hiu cho nhng sn phm ca mnh l cn i u trong employment branding

hay xy dng hnh nh nh tuyn dng hp dn. Ti Vit Nam, Unilever cng l mt trong

nhng ni lm vic tt nht theo nghin cu ca Nielsen nm 2014. Mi trng lm vic ti

Unilever ni ting l mi trng nng ng, cnh tranh, ch i ng tt, y c hi v cng

y p lc. Qu trnh tuyn chn cng rt gt gao nhm sng lc c nhn tt xut sc nht,

khng ch tr thnh 1 nhn vin lm vic cho cng ty m cn c tim nng tr thnh lnh

o.

2. Phn tch mi trng bn trong v bn ngoi ca Unilever ti thi im mi sp

nhp:

a. Mi trng bn trong:

Ngun nhn lc: Ngun nhn lc ca Unilever sau sp nhp l s kt hp ca 2 ngi i u

trong ngnh sn xut margarine Chu u, am hiu th trng v c kinh nghim. Unilever

cng ch trng vo chnh sch i ng v xy dng mi trng lm vic cho nhn vin bng

cch t ra nhng mc tiu co gin, o to con ngi, xy dng i nhm v nhng hnh

thc hi hp mi m

C s vt cht, cng ngh: Trc khi sp nhp, Lever s hu mt s lng ln nh my

sn xut x phng quy m ln chu u, chu M v chu Phi. Sau khi sp nhp v a dng

ha sn phm, c s h tng ca Unilever p ng vic sn xut rt nhiu cc sn phm khc

nh b, bt git, kem, tr, c ph

H thng phn phi: Ti thi im sp nhp, Lin minh b phn phi b ti th trng Anh

qua h thng phn phi ca Lever Brothers, cn Lever Brothers da vo Lin minh b

phn phi cc sn phm x phng ca mnh H Lan. Vi vic sp nhp vi Lin minh b

Margarine Union, Unilever ginh v tr ch cht ti th trng chu u.

b. Mi trng bn ngoi (PEST):

POLITICAL - Tinh hnh chnh tr hn lon do Th chin th 2. Qun Pht xt

chim ng Chu u khin Unilever khng ti u t vn

ca mnh cc nc chu u

ECONOMIC - Cuc i khng hong 1929 xy n khi nc Anh cn cha

hon ton hi phc sau Th chin th nht. T l tht nghip

tng gp 2,5 ln, nhu cu tiu dng cc hng ha cng nghip

gim mnh.

- Do nh hng ca Chin tranh th gii th 2, lu thng ngoi

t v thng mi quc t cc k kh khn. Unilever buc phi

u t vo mt s ngnh khng lin quan

- Procter&Gamble mua li Thomas Hedley, thm nhp th

trng Anh v tr thnh i th ln nht ca Unilever

SOCIO-

CULTURAL

- Vn ha i chng pht trin di nhiu hnh thc: pht thanh,

in nh, m nhc, kch, khiu v

- Phn b lao ng thay i: lao ng cho cc cng vic chn tay

gim, lao ng cho cc nganh cng nghip tng

TECHNOLOGICAL - S ra i ca sng radio, cng ngh truyn thanh truyn hnh

pht trin mnh m. y l mt c hi i vi Unilever v

nhng tin b v cng ngh truyn thanh truyn hnh ny s

m ra nhng phng thc qung co mi vi ph sng cao.

3. Nu l Gim c iu hnh ca Unilever, em s lm g gip tp on pht trin hn

na?

u t cho R&D: u t cho nghin cu v pht trin khng ngng nng cp cc sn

phm hin ti m cn sng to ra nhng sn phm mi u vit hn na. Ngoi ra c th ti tr

cho cc trng i hc, vin nghin cu tip cn nhng cng ngh mi nht.

M rng th trng: Ngoi vic gi vng v tip tc thm nhp su th trng ph thng,

binh dn nh cc b ni tr, dn vn phng, ph n tr, tp on cng nn chim lnh

nhng th trng khc cn nhiu tim nng khai thc nh cc sn phm cho nam gii hay

ngi cao tui.

Pht trin ngun nhn lc: Tuyn dng nhng nhn lc xut sc tt c cc ngnh ngh

khng ch kinh t, marketing m c v k thut, cng ngh. i vi cc nhn vin hin ti cn

khng ngng tin hnh cc chng trnh o to, tu nghip v trao i nhn vin gia cc

quc gia, to c hi pht trin nhng nh lnh o tp on quy m khu vc v ton cu.