联合利华公司战略分析报告书

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联合利华企业分析报告

联合利华企业分析报告ⅠA Brief Overview of the CompanyIntroduction to UnileverLife partnersWith more than 400 brands focused on health and wellbeing, no company touches so many people’s lives in so many different ways.Our portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. We produce world-leading brands including Lipton, Knorr, Dove, Axe, Hellma nn’s and Omo, alongside trusted local names such as Blue Band, Pureit and Suave.Responsible businessSince Unilever was established in the 1890s, brands with a social mission have been at the core of our business, and now corporate responsibility underpins our strategy.In 2010 we launched the Unilever Sustainable Living Plan –a set of targets designed to help us deliver our objective of growing our business while minimising our impact on the environment.To embed sustainability into every stage of the life cycle of our products, we’re working with our suppliers to support responsible approaches to agriculture. We’re also learning from NGOs and other organisations, recognising that building a truly sustainable business is not something we can do without expert advice.We believe that as a business we have a responsibility to our consumers and to the communities in which we have a presence.Around the world we invest in local economies and develop people’s skills inside and outside of Unilever. And through ou r business and brands, we run a range of programmes to promote hygiene, nutrition, empowerment and environmental awareness.Impact & innovationWe realise innovation is key to our progress, and through cutting-edge science we’re constantly enhancing our br ands, improving their nutritional properties, taste, fragrance, or functionality.We invest nearly €1 billion every year in research and development, and have established laboratories around the world where our scientists explore new thinking and techniques, applying their expertise to our products.Consumer research plays a vital role in this process. Our unrivalled global reach allows us to get closer to consumers in local markets, ensuring we understand their diverse needs and priorities.About our brandsFrom long-established names like Lifebuoy, Sunlight and Pond’s to new innovations such as the Pureit affordable water purifier, our range of brands is as diverse as our worldwide consumer base.Unilever has more than 400 brands, 12 of which generate sales in excess of €1 billion a year.Many of these brands have long-standing, strong social missions, including Lifebuoy’s drive to promote hygiene through handwashing with soap, and Dove’s campaign for real beauty.We’ve also won a wealth of advertising industry honours atthe prestigious Cannes Advertising Awards, including being named 2010’s Advertiser of the Year.ⅡThe Business Strategies of the CompanySupplier partner codeThe CodeUnilever’s Supplier Code states that:There shall be compliance with all applicable laws and regulations of the country where operations are undertaken.There shall be respect for human rights, and no employee shall suffer harassment, physical or mental punishment, or other forms of abuse.Wages and working hours will, as a minimum, comply with all applicable wage and hour laws, and rules and regulations, including minimum wage, overtimeand maximum hours in the country concerned.There shall be no use of forced or compulsory labour, and employees shall be free to leave employment after reasonable notice.There shall be no use of child labour, and specifically there will be compliance with relevant International Labour Organization (ILO) standards.There shall be respect for the right of employees to freedom of association an d recognition of employees’rights to collective bargaining, where allowable by law.Safe and healthy working conditions will be provided for all employees.Operations will be carried out with care for the environment and will include compliance with all relevant legislation in the country concerned.All products and services will be delivered to meet the qualityand safety criteria specified in relevant contract elements, and will be safe for their intended use.Business will be conducted with integrity. There will be no payments, services, gifts, entertainment or other advantages offered or given to any Unileveremployee or third party which are intended to influence the way in which theUnilever employee or third party goes about his or her duties. Similarly,Unilever will not offer or give such payments, services, gifts, entertainment or other advantages to any supplier which are intended to influence the way inwhich the supplier goes about his or her duties. There will be no actual orattempted money laundering.Unilever's direct suppliers will take responsibility to require adherence to the principals of this Supplier Code from their direct suppliers and exercisediligence in verifying that these principles are being adhered to in their supply chains.ⅢT he Company and ChinaUnilever's global R & D Center ( Shanghai)As the Unilever six global R & D centers, Unilever Research Centre ( Shanghai) covers an area of about 30000 square meters, investment amounted to 50000000 euros, appointment from 15 countries around the world more than 450 R & D personnel.Unilever's global R & D Center ( Shanghai) was incorporated into the Unilever global consumption system, so that its food and personal care product development can supplement each other, promote" China R & D" results in the global focus of strategicmarket application. The R & D center falls to become China to become Unilever's global R & D base and regional management center to lay a solid foundation, but also fully illustrated Unilever to China to become its innovation center of confidence.Unilever Shanghai R & D center broadens the Unilever in food, household and personal care products in the field of business scope. By identifying the direction ( Define ), ingredients found (Discover), formula design ( Design ) and product development ( Deploy ) "4D" mode of research and development to complete the entire process. To establish the molecular structure of the material, organic chemistry and traditional Chinese medicine mainly to the research direction, focus on the development ofChinese herbal medicine and natural activity of basic research, the goal is to natural active matter into the Unilever production of food, beverages, condiments and personal care products, in order to enhance their health care functions, and in product innovation at the same time ensure its security and stability.Benefit from different scientific culture, Unilever research centers around the world to establish a wide range of scientific research network. As Unilever's global R & D system six only have basic research development center, Unilever Shanghai R & D center 's goal is for China and the world, to create a better, more people can really improve the life of the product.Unilever Shanghai R & D center is a vibrant innovation center. Here, brought together the world's talent and the latest, most advanced technology research and development, have great originality" open study" mode," China R & D" products to people all over the world take" life vitality"ⅣThe Prospect of the CompanyOur principlesCode of business principlesStandard of conductWe conduct our operations with honesty, integrity and openness, and with respect for the human rights and interests of our employees. We shall similarly respect the legitimate interests of those with whom we have relationships.Obeying the lawUnilever companies and our employees are required to comply with the laws and regulations of the countries in which we operate.EmployeesUnilever is committed to diversity in a working environment where there is mutual trust and respect and where everyone feels responsible for the performance and reputation of our company. We will recruit, employ and promote employees on the sole basis of the qualifications and abilities needed for the work to be performed. We are committed to safe and healthy working conditions for all employees. We will not use any form of forced, compulsory or child labour. We are committed to working with employees to develop and enhance each individual’s skills and capabilities. We respect the dignity of the individual and the right of employees to freedom of association. We will maintain good communications with employees through company based information and consultation procedures.ConsumersUnilever is committed to providing branded products and services which consistently offer value in terms of price and quality, and which are safe for their intended use. Products andservices will be accurately and properly labelled, advertised and communicated.ShareholdersUnilever will conduct its operations in accordance with internationally accepted principles of good corporate governance. We will provide timely, regular and reliable information on our activities, structure, financial situation and performance to all shareholders.Business partnersUnilever is committed to establishing mutually beneficial relations with our suppliers, customers and business partners. In our business dealings we expect our partners to adhere to business principles consistent with our own.。

联合利华企业分析报告

ⅠA Brief Overview of the CompanyIntroduction to UnileverLife partnersWith more than 400 brands focused on health and wellbeing, no company touches so many people’s lives in so many different ways.Our portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. We produce world-leading brands including Lipton, Knorr, Dove, Axe, Hellmann’s and Omo, alongside trusted local names such as Blue Band, Pureit and Suave.Responsible businessSince Unilever was established in the 1890s, brands with a social mission have been at the core of our business, and now corporate responsibility underpins our strategy.In 2010 we launched the Unilever Sustainable Living Plan – a set of targets designed to help us deliver our objective of growing our business while minimising our impact on the environment.To embed sustainability into every stage of the life cycle of our products, we’re working with our suppliers to support responsible approaches to agriculture. We’re also learning from NGOs and other organisations, recognising that building a truly sustainable business is not something we can do without expert advice.We believe that as a business we have a responsibility to our consumers and to the communities in which we have a presence. Around the world we invest in local economies and develop people’s skills inside and outside of Unilever. And through our business and brands, we run a range of programmes to promote hygiene, nutrition, empowerment and environmental awareness.Impact & innovationWe realise innovation is key to our progress, and through cutting-edge science we’re constantly enhancing our brands, improving their nutritional properties, taste, fragrance, or functionality.We invest nearly €1 billion every year in research and development, and have established laboratories around the world where our scientists explore new thinking and techniques, applying their expertise to our products.Consumer research plays a vital role in this process. Our unrivalled global reach allows us to get closer to consumers in local markets, ensuring we understand their diverse needs and priorities.About our brandsFrom long-established names like Lifebuoy, Sunlight and Pond’s to new innovations such as the Pureit affordable water purifier, our range of brands is as diverse as our worldwide consumer base.Unilever has more than 400 brands, 12 of which generate sales in excess of €1 billion a year.Many of these brands have long-standing, strong social missions,including Lifebuoy’s drive to promote hygiene through handwashing with soap, and Dove’s campaign for real beauty.We’ve also won a wealth of advertising industry honours at the prestigious Cannes Advertising Awards, including being named 2010’s Advertiser of the Year.ⅡThe Business Strategies of the CompanySupplier partner codeThe CodeUnilever’s Supplier Code states that:∙There shall be compliance with all applicable laws and regulations of the country where operations are undertaken.∙There shall be respect for human rights, and no employee shall suffer harassment, physical or mental punishment, or other forms of abuse.∙Wages and working hours will, as a minimum, comply with all applicable wage and hour laws, and rules and regulations, including minimum wage, overtime and maximum hours in the country concerned.∙There shall be no use of forced or compulsory labour, and employees shall be free to leave employment after reasonable notice.∙There shall be no use of child labour, and specifically there will be compliance with relevant International Labour Organization(ILO) standards.∙There shall be respect for the right of employees to freedom of association and recognition of employees’ rights to collective bargaining, where allowable by law.∙Safe and healthy working conditions will be provided for all employees.∙Operations will be carried out with care for the environment and will include compliance with all relevant legislation in thecountry concerned.∙All products and services will be delivered to meet the quality and safety criteria specified in relevant contract elements, and will be safe for their intended use.∙Business will be conducted with integrity. There will be no payments, services, gifts, entertainment or other advantages offered or given to any Unilever employee or third party which are intended toinfluence the way in which the Unilever employee or third party goes about his or her duties. Similarly, Unilever will not offer or give such payments, services, gifts, entertainment or other advantages to any supplier which are intended to influence the way in which the supplier goes about his or her duties. There will be no actual or attempted money laundering.∙Unilever's direct suppliers will take responsibility to require adherence to the principals of this Supplier Code from their direct suppliers and exercise diligence in verifying that these principles are being adhered to in their supply chains.Ⅲ The Company and ChinaUnilever's global R & D Center ( Shanghai)As the Unilever six global R & D centers, Unilever Research Centre ( Shanghai) covers an area of about 30000 square meters, investment amounted to 50000000 euros, appointment from 15 countries around the world more than 450 R & D personnel.Unilever's global R & D Center ( Shanghai) was incorporated into the Unilever global consumption system, so that its food and personal care product development can supplement each other, promote" China R & D" results in the global focus of strategic market application. The R & D center falls to become China to become Unilever's global R & D base and regional management center to lay a solid foundation, but also fully illustrated Unilever to China to become its innovation center of confidence.Unilever Shanghai R & D center broadens the Unilever in food, household and personal care products in the field of business scope. By identifying the direction ( Define ), ingredients found (Discover), formula design ( Design ) and product development ( Deploy ) "4D" mode of research and development to complete the entire process. To establish the molecular structure of the material, organic chemistry and traditional Chinese medicine mainly to the research direction, focus on the development of Chinese herbal medicine and natural activity of basic research, the goal is to natural active matter into the Unilever production of food, beverages, condiments and personal care products, in order to enhance their health care functions, and in product innovation at the same time ensure its security and stability.Benefit from different scientific culture, Unilever research centers around the world to establish a wide range of scientific research network. As Unilever's global R & D system six only have basic research development center, Unilever Shanghai R & D center 's goal is for China and the world, to create a better, more people can really improve the life of the product.Unilever Shanghai R & D center is a vibrant innovation center. Here, brought together the world's talent and the latest, most advanced technology research and development, have great originality" open study"mode," China R & D" products to people all over the world take" life vitality"Ⅳ The Prospect of the CompanyOur principlesCode of business principlesStandard of conductWe conduct our operations with honesty, integrity and openness, and with respect for the human rights and interests of our employees. We shall similarly respect the legitimate interests of those with whom we have relationships.Obeying the lawUnilever companies and our employees are required to comply with the laws and regulations of the countries in which we operate.EmployeesUnilever is committed to diversity in a working environment where there is mutual trust and respect and where everyone feels responsible for the performance and reputation of our company. We will recruit, employ and promote employees on the sole basis of the qualifications and abilities needed for the work to be performed. We are committed to safe and healthy working conditions for all employees. We will not use any form of forced, compulsory or child labour. We are committed to working with employees to develop and enhance each individual’s skills and capabilities. We respect the dignity of the individual and the right of employees to freedomof association. We will maintain good communications with employees through company based information and consultation procedures.ConsumersUnilever is committed to providing branded products and services which consistently offer value in terms of price and quality, and which are safe for their intended use. Products and services will be accurately and properly labelled, advertised and communicated.ShareholdersUnilever will conduct its operations in accordance with internationally accepted principles of good corporate governance. We will provide timely, regular and reliable information on our activities, structure, financial situation and performance to all shareholders.Business partnersUnilever is committed to establishing mutually beneficial relations with our suppliers, customers and business partners. In our business dealings we expect our partners to adhere to business principles consistent with our own.Community involvementUnilever strives to be a trusted corporate citizen and, as an integral part of society, to fulfil our responsibilities to the societies and communities in which we operate.Public activitiesUnilever companies are encouraged to promote and defend their legitimate business interests. Unilever will co-operate with governments and otherorganisations, both directly and through bodies such as trade associations, in the development of proposed legislation and other regulations which may affect legitimate business interests. Unilever neither supports political parties nor contributes to the funds of groups whose activities are calculated to promote party interests.The environmentUnilever is committed to making continuous improvements in the management of our environmental impact and to the longer-term goal of developing a sustainable business. Unilever will work in partnership with others to promote environmental care, increase understanding of environmental issues and disseminate good practice.InnovationIn our scientific innovation to meet consumer needs we will respect the concerns of our consumers and of society. We will work on the basis of sound science, applying rigorous standards of product safety.CompetitionUnilever believes in vigorous yet fair competition and supports the development of appropriate competition laws. Unilever companies and employees will conduct their operations in accordance with the principles of fair competition and all applicable regulations.Business integrityUnilever does not give or receive, whether directly or indirectly, bribes or other improper advantages for business or financial gain. No employee may offer, give or receive any gift or payment which is, or may be construed as being, a bribe. Any demand for, or offer of, a bribe must be rejectedimmediately and reported to management. Unilever accounting records and supporting documents must accurately describe and reflect the nature of the underlying transactions. No undisclosed or unrecorded account, fund or asset will be established or maintained.Conflicts of interestsAll Unilever employees are expected to avoid personal activities and financial interests which could conflict with their responsibilities to the company. Unilever employees must not seek gain for themselves or others through misuse of their positions.Compliance - monitoring - reportingCompliance with these principles is an essential element in our business success. The Unilever Board is responsible for ensuring these principles are applied throughout Unilever. The Chief Executive Officer is responsible for implementing these principles and is supported in this by the Corporate Code Committee chaired by the Chief Legal Officer. Members of the Committee are the Group Secretary, the Chief Auditor, the SVP HR and the SVP Communications. The Global Code Officer is Secretary to the Committee. The Committee presents quarterly updates to the Corporate Responsibility and Reputation and the Audit Committee,half-yearly reports to the Unilever Executive and an annual report to the Board.Day to day responsibility is delegated to all senior management of the regions, categories, functions, and operating companies. They are responsible for implementing these principles, if necessary through more detailed guidance tailored to local needs, and are supported in this by Regional Code Committees comprising the Regional General Counsel together with representatives from all relevant functions and categories.Assurance of compliance is given and monitored each year. Compliance with the Code is subject to review by the Board supported by the Corporate Responsibility and Reputation Committee and for financial and accounting issues the Audit Committee.Any breaches of the Code must be reported in accordance with the procedures specified by the Chief Legal Officer. The Board of Unilever will not criticise management for any loss of business resulting from adherence to these principles and other mandatory policies and instructions. The Board of Unilever expects employees to bring to their attention, or to that of senior management, any breach or suspected breach of these principles. Provision has been made for employees to be able to report in confidence and no employee will suffer as a consequence of doing so.Our visionA clear directionThe four pillars of our vision set out the long term direction for the company – where we want to go and how we are going to get there:∙We work to create a better future every day∙We help people feel good, look good and get more out of life with brands and services that are good for them and good for others.∙We will inspire people to take small everyday actions that can add up to a big difference for the world.∙We will develop new ways of doing business with the aim of doubling the size of our company while reducing our environmental impact.We've always believed in the power of our brands to improve the quality of people’s lives and in doing the right thing. As our business grows, so do our responsibilities. We recognise that global challenges such as标准文案climate change concern us all. Considering the wider impact of our actions is embedded in our values and is a fundamental part of who we are.大全。

联合利华的品牌战略分析

联合利华
目录
01 品牌简介 02 品牌构架组合 03 品牌战略
0
1990s
1930
1995
2009
成发
起源
成熟
立展
19世纪90年代，
William Heskith Lever
，Lever Bros 公司 (联合
NCEPU 3
Unilever
联合利华的构架组合
市场竞争已经由过去的产品质量，价格，品牌，以及售后服务的竞争进入到品牌制胜的时代。
20 世纪 90 年代联合利华深陷困境，品牌老化问
题严重，品牌队伍过于庞大，管理层官僚思想严重
导致企业增长持续低迷。
NCEPU 8
品牌战略
1.从全球角度看，它是采取了集中品牌战略，压缩品牌数量。将 2000个品牌压缩为 400个，这保证了一线品牌增长率。
NCEPU 10
品牌个性设计
品牌的战略个性
清晰的品牌个性所传递的人性化内容让消费者尝试只接受，下意识地把自己的一些个性与产品个性联系起来，从而不再选择其他产品。
例如，联合利华旗下品牌力士（秀出明星的你）和多芬（简单而真实的美）的完美理念就完全符合了人们尤其是女性追求美的迫切心理。
NCEPU 11
感谢关注
NCEPU 12
2.从本土化战略看，联合利华力求在发展全球品牌同时也保护发展了本土品牌。
3.总体上，为满足世界消费者需求，使公司拥有的品牌处于动态最优状态。
NCEPU 9
品牌个性设计
品牌定位与个性的结合
品牌的个性越强越能和品牌的定位战略因素结合，对于消费者来说品牌的专一性就越强。
联合利华中，金纺 Comfort，用关爱家庭的理念和合就全面衣物护理功效，为全家带来贴心衣物护理体验。

联合利华的SWOT分析及战略选择

联合利华的S W O T分析及战略选择The document was finally revised on 2021SWOT分析理论在联合利华的应用系别：工商管理学院专业：人力资源管理班级：1142学号：0229姓名：钟倩SWOT分析理论在联合利华的应用摘要：SWOT分析是把组织内外环境所形成的（Opportunities），（Threats），（Strengths），（Weaknesses）四个方面的情况，结合起来进行分析，以寻找制定适合组织实际情况的和的方法。

联合利华集团是由人造奶油公司和Lever Brothers香皂公司于1929年合并而成。

总部设于荷兰和英国伦敦，分别负责食品及洗剂用品事业的经营。

是全球第二大消费用品制造商，从联合利华本身发展状况出发，运用SWOT战略分析方法，确定联合利华目前面临的重要外部机会和威胁，以及内部存在的主要优势和劣势，从而对联合利华进行战略选择。

关键字：联合利华SWOT分析战略对策战略选择一、联合利华的SWOT分析（一）联合利华的内部优势（S）1、丰富的经验和技术，联合利华是最早进入中国市场的日化行业之一，对中国市场有着一定的了解。

联合利华拥有1500多个品牌，并且一些领先产品具有全球性和区域性，部分产品由于其先进的技术从而获得一定的成本优势。

2、品牌知名度高，世界上最大的日化企业之一，有着悠久的历史和知名度。

3、良好的企业形象，不断致力于公益事业有良好的公众形象。

4、优秀的人力资源，联合利华在上海设立了全球研发中心，能够吸引、收纳更多优秀人才，研发更好的产品。

研发水平是联合利华所拥有的最好的技术资源。

（二）联合利华的内部劣势（W）1、管理模式松散，联合利华是一个缓慢移动，不宽泛，并且固有的、保守的安格鲁——德意志等级管理模式，而且，联合利华在大部分的合资公司中没有控股，因此在内部管理上存有一定问题，其合资企业数量已超过14家，常常陷入意见产生不一致的争论之中。

联合利华的战略简析

联合利华联合利华集团，世界500强之一，是由荷兰MargarineUnie人造奶油公司和英国Lever Brothers香皂公司于1929年合并而成，是全球最成功的日用消费品的生产商之一。

总部设于荷兰鹿特丹和英国伦敦，分别负责食品及洗剂用品事业的经营。

联合利华在中国的品牌涵盖家庭与个人护理、食品零售与饮食策划等方面，旨在为中国消费者提供符合国际化标准并具有本土风格的产品。

联合利华在全球75个国家设有庞大的事业网络，拥有500家子公司，员工总数近30万人，是全球第二大消费用品制造商，年营业额超过美金400亿元，是全世界获利最佳的公司之一。

一、公司简介（一）、概况中文名称：联合利华公司总部地点：荷兰鹿特丹年营业额：400亿美元（2013年）经营范围：食品及洗剂用品事业外文名称：Unilever 成立时间：1929年员工人数：30万人（2013年）公司性质：上市公司自1986年至1999年，联合利华在中国已投资八亿美元，创立了十四家合资企业，引进一百多项先进的专利技术。

旁氏、力士、夏士莲、奥妙、中华、立顿黄牌、和路雪等十三个品牌分属家庭及个人护理用品、冰淇淋、食品等三个系列的产品，使得在中国贴有联合利华标签的产品种类已经可供开设一家很象样的商店，并且联系着人们日常生活的各个方面。

联合利华在全球有400多个品牌，其中大部分是收购来并推广到世界各地，比如，旁氏原是一个美国品牌，联合利华买下并发展为一个护肤品名牌，推广到中国；而“夏士莲”原是在东南亚推广的一个英国牌子，联合利华也会其引入中国。

“成为本地化的跨国公司”是联合利华的全球经营宗旨和长期以来的传统。

这些年来，联合利华不仅将众多国际品牌带进中国市场；同时大力培植中国本地的品牌。

在上海收购了一个食品类名牌“老蔡酱油”之后，1999年又有两次引人注目的收购行动：一是收购北京食品名牌“京华茶叶”，二是利用旗下占有世界15%市场份额的冰激凌品牌“和路雪”收购另一上海冰激凌名牌“蔓登琳”。

联合利华的SWOT分析及战略选择(2)

第五章联合利华的SWOT分析及战略选择SWOT分析法是将研究目标复杂的外部环境和内部条件归结为机会和威胁、优势和劣势4个方面，并对其进行综合分析和科学匹配。

从联合利华本身发展状况出发，探讨如何运用SWOT战略分析方法，确定联合利华目前面临的重要外部机会和威胁，以及内部存在的主要优势和劣势，从而对联合利华进行战略选择。

5.1联合利华的SWOT分析5.1.1联合利华的内部优势（S）⑴丰富的经验和技术，联合利华是最早进入中国市场的日化行业之一，对中国市场有着一定的了解。

联合利华拥有1500多个品牌，并且一些领先产品具有全球性和区域性，部分产品由于其先进的技术从而获得一定的成本优势。

⑵品牌知名度高，世界上最大的日化企业之一，有着悠久的历史和知名度。

⑶良好的企业形象，不断致力于公益事业有良好的公众形象。

⑷优秀的人力资源，联合利华在上海设立了全球研发中心，能够吸引、收纳更多优秀人才，研发更好的产品。

研发水平是联合利华所拥有的最好的技术资源。

5.1.2联合利华的内部劣势（W）⑴管理模式松散，联合利华是一个缓慢移动，不宽泛，并且固有的、保守的安格鲁——德意志等级管理模式，而且，联合利华在大部分的合资公司中没有控股，因此在内部管理上存有一定问题，其合资企业数量已超过14家，常常陷入意见产生不一致的争论之中。

⑵经营成本高，内部还存在资源浪费现象，企业的经营成本相对较高。

联合利华在单个品牌的市场推广费用竟然占到销售额的50%。

⑶品牌认知不清楚，一系列不知名，低卷入的品牌导致品牌层次过多；具有国际水平或者是被认可的“权威”品牌极少，销售业绩比其它全球品牌要差。

5.1.3联合利华的外部机会（O）⑴汉高的退出。

曾与联合利华、宝洁和花王齐名的四大国外洗涤公司之一的德国汉高在2008年底全面退出中国洗涤市场。

产品包括：威白全能洗衣粉、洗衣液、威白污渍爆炸盐洗衣皂等多款产品与“天清”洗衣粉产品。

汉高的退出，无疑给予其他品牌占据洗涤市场份额的机会。

联合利华企业分析报告

ⅠA Brief Overview of the CompanyIntroduction to UnileverLife partnersWith more than 400 brands focused on health and wellbeing, no company touches so many people’s lives in so many different ways.Our portfolio ranges from nutritionally balanced foods to indulgent ice creams, affordable soaps, luxurious shampoos and everyday household care products. We produce world-leading brands including Lipton, Knorr, Dove, Axe, Hellmann’s and Omo, alongside trusted local names such as Blue Band, Pureit and Suave.Responsible businessSince Unilever was established in the 1890s, brands with a social mission have been at the core of our business, and now corporate responsibility underpins our strategy.In 2010 we launched the Unilever Sustainable Living Plan –a set of targets designed to help us deliver our objective of growing our business while minimising our impact on the environment.To embed sustainability into every stage of the life cycle of our products, we’re working with our suppliers to support responsible approaches to agriculture. We’re also learning from NGOs and other organisations, recognising that building a truly sustainable business is not something we can do without expert advice.We believe that as a business we have a responsibility to our consumers and to the communities in which we have a presence. Around the world we invest in local economies and develop people’s skills inside and outside of Unilever. And through ourbusiness and brands, we run a range of programmes to promote hygiene, nutrition, empowerment and environmental awareness.Impact & innovationWe realise innovation is key to our progress, and through cutting-edge science we’re constantly enhancing our brands, improving their nutritional properties, taste, fragrance, or functionality.We invest nearly €1 billion every year in research and development, and have established laboratories around the world where our scientists explore new thinking and techniques, applying their expertise to our products.Consumer research plays a vital role in this process. Our unrivalled global reach allows us to get closer to consumers in local markets, ensuring we understand their diverse needs and priorities.About our brandsFrom long-established names like Lifebuoy, Sunlight and Pond’s to new innovations such as the Pureit affordable water purifier, our range of brands is as diverse as our worldwide consumer base.Unilever has more than 400 brands, 12 of which generate sales in excess of €1 billion a year.Many of these brands have long-standing, strong social missions, including Lifebuoy’s drive to promote hygiene through handwashing with soap, and Dove’s campaign for real beauty.We’ve also won a wealth of advertising industry honours at the prestigious Cannes Advertising Awards, including being named 2010’s Advertiser of the Year.ⅡThe Business Strategies of the CompanySupplier partner codeThe CodeUnilever’s Supplier Code states that:•There shall be compliance with all applicable laws and regulations of the country where operations are undertaken.•There shall be respect for human rights, and no employee shall suffer harassment, physical or mental punishment, or other forms of abuse.•Wages and working hours will, as a minimum, comply with all applicable wage and hour laws, and rules and regulations, including minimum wage, overtimeand maximum hours in the country concerned.•There shall be no use of forced or compulsory labour, and employees shall be free to leave employment after reasonable notice.•There shall be no use of child labour, and specifically there will be compliance with relevant International Labour Organization (ILO) standards.•There shall be respect for the right of employees to freedom of association and recognition of employees’rights to collective bargaining, where allowable by law.•Safe and healthy working conditions will be provided for all employees.•Operations will be carried out with care for the environment and will include compliance with all relevant legislation in the country concerned.•All products and services will be delivered to meet the quality and safety criteria specified in relevant contract elements, and will be safe for their intended use.•Business will be conducted with integrity. There will be no payments, services, gifts, entertainment or other advantages offered or given to any Unileveremployee or third party which are intended to influence the way in which theUnilever employee or third party goes about his or her duties. Similarly,Unilever will not offer or give such payments, services, gifts, entertainment or other advantages to any supplier which are intended to influence the way inwhich the supplier goes about his or her duties. There will be no actual orattempted money laundering.•Unilever's direct suppliers will take responsibility to require adherence to the principals of this Supplier Code from their direct suppliers and exercisediligence in verifying that these principles are being adhered to in their supply chains.ⅢThe Company and ChinaUnilever's global R & D Center ( Shanghai)As the Unilever six global R & D centers, Unilever Research Centre ( Shanghai) covers an area of about 30000 square meters, investment amounted to 50000000 euros, appointment from 15 countries around the world more than 450 R & D personnel.Unilever's global R & D Center ( Shanghai) was incorporated into the Unilever global consumption system, so that its food and personal care product development can supplement each other, promote" China R & D" results in the global focus of strategic market application. The R & D center falls to become China to become Unilever's global R & D base and regional management center to lay a solid foundation, but also fully illustrated Unilever to China to become its innovation center of confidence.Unilever Shanghai R & D center broadens the Unilever in food, household and personal care products in the field of business scope. By identifying the direction ( Define ), ingredients found (Discover), formula design ( Design ) and product development ( Deploy ) "4D" mode of research and development to complete the entire process. To establish the molecular structure of the material, organic chemistry and traditional Chinese medicine mainly to the research direction, focus on the development ofChinese herbal medicine and natural activity of basic research, the goal is to natural active matter into the Unilever production of food, beverages, condiments and personal care products, in order to enhance their health care functions, and in product innovation at the same time ensure its security and stability.Benefit from different scientific culture, Unilever research centers around the world to establish a wide range of scientific research network. As Unilever's global R & D system six only have basic research development center, Unilever Shanghai R & D center 's goal is for China and the world, to create a better, more people can really improve the life of the product.Unilever Shanghai R & D center is a vibrant innovation center. Here, brought together the world's talent and the latest, most advanced technology research and development, have great originality" open study" mode," China R & D" products to people all over the world take" life vitality"ⅣThe Prospect of the CompanyOur principlesCode of business principlesStandard of conductWe conduct our operations with honesty, integrity and openness, and with respect for the human rights and interests of our employees. We shall similarly respect the legitimate interests of those with whom we have relationships.Obeying the lawUnilever companies and our employees are required to comply with the laws and regulations of the countries in which we operate.EmployeesUnilever is committed to diversity in a working environment where there is mutual trust and respect and where everyone feels responsible for the performance and reputation of our company. We will recruit, employ and promote employees on the sole basis of the qualifications and abilities needed for the work to be performed. We are committed to safe and healthy working conditions for all employees. We will not use any form of forced, compulsory or child labour. We are committed to working with employees to develop and enhance each individual’s skills and capabilities. We respect the dignity of the individual and the right of employees to freedom of association. We will maintain good communications with employees through company based information and consultation procedures.ConsumersUnilever is committed to providing branded products and services which consistently offer value in terms of price and quality, and which are safe for their intended use. Products and services will be accurately and properly labelled, advertised and communicated.ShareholdersUnilever will conduct its operations in accordance with internationally accepted principles of good corporate governance. We will provide timely, regular and reliable information on our activities, structure, financial situation and performance to all shareholders.Business partnersUnilever is committed to establishing mutually beneficial relations with our suppliers, customers and business partners. In our business dealings we expect our partners to adhere to business principles consistent with our own.Community involvementUnilever strives to be a trusted corporate citizen and, as an integral part of society, to fulfil our responsibilities to the societies and communities in which we operate.Public activitiesUnilever companies are encouraged to promote and defend their legitimate business interests. Unilever will co-operate with governments and other organisations, both directly and through bodies such as trade associations, in the development of proposed legislation and other regulations which may affect legitimate business interests. Unilever neither supports political parties nor contributes to the funds of groups whose activities are calculated to promote party interests.The environmentUnilever is committed to making continuous improvements in the management of our environmental impact and to the longer-term goal of developing a sustainable business. Unilever will work in partnership with others to promote environmental care, increase understanding of environmental issues and disseminate good practice.InnovationIn our scientific innovation to meet consumer needs we will respect the concerns of our consumers and of society. We will work on the basis of sound science, applying rigorous standards of product safety.CompetitionUnilever believes in vigorous yet fair competition and supports the development of appropriate competition laws. Unilever companies and employees will conduct their operations in accordance with the principles of fair competition and all applicable regulations.Business integrityUnilever does not give or receive, whether directly or indirectly, bribes or other improper advantages for business or financial gain. No employee may offer, give or receive any gift or payment which is, or may be construed as being, a bribe. Any demand for, or offer of, a bribe must be rejected immediately and reported to management. Unilever accounting records and supporting documents must accurately describe and reflect the nature of the underlying transactions. No undisclosed or unrecorded account, fund or asset will be established or maintained.Conflicts of interestsAll Unilever employees are expected to avoid personal activities and financial interests which could conflict with their responsibilities to the company. Unilever employees must not seek gain for themselves or others through misuse of their positions.Compliance - monitoring - reportingCompliance with these principles is an essential element in our business success. The Unilever Board is responsible for ensuring these principles are applied throughout Unilever. The Chief Executive Officer is responsible for implementing these principles and is supported in this by the Corporate Code Committee chaired by the Chief Legal Officer. Members of the Committee are the Group Secretary, the Chief Auditor, the SVP HR and the SVP Communications. The Global Code Officer is Secretary to the Committee. The Committee presents quarterly updates to the Corporate Responsibility and Reputation and the Audit Committee, half-yearly reports to the Unilever Executive and an annual report to the Board.Day to day responsibility is delegated to all senior management of the regions, categories, functions, and operating companies. They are responsible for implementing these principles, if necessary through more detailed guidance tailored to local needs, and are supported in this by Regional Code Committees comprising the RegionalGeneral Counsel together with representatives from all relevant functions and categories. Assurance of compliance is given and monitored each year. Compliance with the Code is subject to review by the Board supported by the Corporate Responsibility and Reputation Committee and for financial and accounting issues the Audit Committee.Any breaches of the Code must be reported in accordance with the procedures specified by the Chief Legal Officer. The Board of Unilever will not criticise management for any loss of business resulting from adherence to these principles and other mandatory policies and instructions. The Board of Unilever expects employees to bring to their attention, or to that of senior management, any breach or suspected breach of these principles. Provision has been made for employees to be able to report in confidence and no employee will suffer as a consequence of doing so.Our visionA clear directionThe four pillars of our vision set out the long term direction for the company –where we want to go and how we are going to get there:•We work to create a better future every day•We help people feel good, look good and get more out of life with brands and services that are good for them and good for others.•We will inspire people to take small everyday actions that can add up to a big difference for the world.•We will develop new ways of doing business with the aim of doubling the size of our company while reducing our environmental impact.We've always believed in the power of our brands to improve the quality of people’s lives and in doing the right thing. As our business grows, so do our responsibilities. We recognise that global challenges such as climate change concern us all. Considering thewider impact of our actions is embedded in our values and is a fundamental part of who we are.。

小度写范文【联合利华的SWOT分析及战略选择】联合利华战略分析模板

【联合利华的SWOT分析及战略选择】联合利华战略分析联合利华的SWOT分析及战略选择SWOT分析法是将研究目标复杂的外部环境和内部条件归结为机会和威胁、优势和劣势4个方面，并对其进行综合分析和科学匹配。

1.联合利华的SWOT分析1.1联合利华的内部优势（S）⑴丰富的经验和技术，联合利华是最早进入中国市场的日化行业之一，对中国市场有着一定的了解。

联合利华拥有1500多个品牌，并且一些领先产品具有全球性和区域性，部分产品由于其先进的技术从而获得一定的成本优势。

⑵品牌知名度高，世界上最大的日化企业之一，有着悠久的历史和知名度。

⑶良好的企业形象，不断致力于公益事业有良好的公众形象。

⑷优秀的人力资源，联合利华在上海设立了全球研发中心，能够吸引、收纳更多优秀人才，研发更好的产品。

研发水平是联合利华所拥有的最好的技术资源。

1.2联合利华的内部劣势（W）⑴管理模式松散，联合利华是一个缓慢移动，不宽泛，并且固有的、保守的安格鲁——德意志等级管理模式，而且，联合利华在大部分的合资公司中没有控股，因此在内部管理上存有一定问题，其合资企业数量已超过14家，常常陷入意见产生不一致的争论之中。

⑵经营成本高，内部还存在资源浪费现象，企业的经营成本相对较高。

联合利华在单个品牌的市场推广费用竟然占到销售额的50%。

1.3联合利华的外部机会（O）⑴汉高的退出。

曾与联合利华、宝洁和花王齐名的四大国外洗涤公司之一的德国汉高在2008年底全面退出中国洗涤市场。

产品包括：威白全能洗衣粉、洗衣液、威白污渍爆炸盐洗衣皂等多款产品与“天清”洗衣粉产品。

汉高的退出，无疑给予其他品牌占据洗涤市场份额的机会。

联合利华公司战略分析报告

联合利华战略分析报告1 公司概况1.1 公司简介1929年，荷兰Margrine人造奶油公司和英国Lever Brothers香皂公司合并成联合利华。

1930年1月1日，联合利华正式成立。

联合利华（Unilever）是世界是最大的食品和饮料公司之一，在90个国家拥有生产基地，是世界第一位的冷冻食品、调味品、冰激淋和茶饮料制造商。

该公司也是全球第二大洗涤用品、洁肤产品和护发产品生产商。

整个集团现有员工近18万人。

而在2009年和201年联合利华又分别收购了Sara Lee的全球身体保养与欧洲清洁剂事业和美发品牌的制造商雅涛（Alberto Culver）。

此后，联合利华将成为全球最大护发产品公司，第二大洗发水、第三大发型造型产品公司。

整个集团现有员工近18万人，这些员工中的百分之九十都由各公司在本地招募。

2007年，该公司营业额550.06亿美元，利润56.41亿美元，位居2008年《财富》500强第122位。

每天，在全世界，人们都会接触到联合利华的产品。

联合利华的品牌受到各地消费者的信赖，已成长为全世界最成功的日用消费品的生产商之一。

事实上，每天有1亿5千万人次选用联合利华的产品。

1.2 企业愿景联合利华已经在全球范围内设立了新的愿景，清晰明确地指明了长期目标和方向，愿景包括以下四方面:（1）每一天，我们都致力于创造更美好的未来。

（2）我们的优质产品和服务，使人心情愉悦，神采焕发，享受更加完美生活。

（3）我们将激发人们：通过每天细微的行动，积少成多而改变世界。

（4）我们要开创新的模式，在将公司规模扩大一倍的同时减少我们对环境的不利影响。

2 组织结构分析2.1 20世纪80年代全球地区组织结构：该组织结构允许各国家和地区的管理人员按其特定情况生产有针对性的产品，以及开展营销和销售活动。

在一段很长的时期内，这种战略和组织构结构很适合联合利华，促使它成为一家显赫的消费产品企业。

2.2 20世纪90年代全球产品组织结构：联合利华以跨国战略寻求在营销和销售上的地区调适、集中制造和产品开发活动相平衡，以实现规模经济并实施在整个地区同时将产品投放市场的战略。

联合利华企业分析报告

联合利华企业分析报告1. 公司背景联合利华（Unilever）是一家全球性的消费品制造商，总部位于英国伦敦与荷兰鹿特丹。

成立于1930年，是世界上最大的快速消费品公司之一。

联合利华在全球拥有超过400个品牌，涵盖食品、饮料、家庭护理和个人护理等多个领域。

2. 经营模式联合利华的经营模式在全球范围内都非常成功。

公司通过多个独立的企业单元运作，每个单元可拥有自己的产品、品牌和团队。

这种分散式的管理结构使得联合利华能够更好地应对不同地区和市场的需求，并提供针对性的产品和服务。

另外，联合利华还与各类分销商、供应商和零售商建立了稳固的合作关系，通过合作共赢的模式实现了市场覆盖的最大化。

同时，公司积极投资于新技术和研发，以提高产品质量和创新能力，为消费者提供更好的体验。

3. 品牌优势联合利华在全球范围内拥有诸多知名品牌，这些品牌凭借其卓越的品质和良好的信誉获得了广大消费者的认可。

其中，无处不在的家庭品牌如明治（Meiji）、杜莎（Dove）等深入人心。

这些品牌凭借其在市场中的领导地位，带来了稳定的销售和持续的利润。

此外，联合利华注重环保和可持续发展，积极推行可持续生产和消费的理念。

公司倡导资源的节约和环保生产，通过可持续发展来实现经济效益、社会效益和环境效益的协同增长。

这种可持续发展的战略不仅符合当下的环保潮流，也为公司树立了良好的企业形象。

4. 市场竞争力联合利华在全球范围内都具备强大的市场竞争力。

首先，该公司在全球拥有广泛的渠道和销售网络，能够更好地满足消费者需求。

其次，联合利华拥有丰富的品牌组合，可以提供各类产品和解决方案。

最后，公司投资于广告和宣传，加强品牌形象建设，提高市场知名度和美誉度。

与此同时，联合利华还利用自身的规模优势，通过降低成本来提高竞争力。

利用全球采购和生产网络，公司能够更有效地管理供应链，确保产品质量和供应的稳定性。

通过规模的优势，联合利华可以获得更好的采购价格，并降低制造成本。

5. 发展前景联合利华在未来的发展前景非常看好。

联合利华的SWOT分析及战略选择

联合利华的SWOT分析及战略选择一、联合利华的SWOT分析(一)联合利华的内部优势（S）⑴丰富的经验和技术，联合利华是最早进入中国市场的日化行业之一，对中国市场有着一定的了解。

联合利华拥有1500多个品牌，并且一些领先产品具有全球性和区域性，部分产品由于其先进的技术从而获得一定的成本优势。

⑵品牌知名度高，世界上最大的日化企业之一，有着悠久的历史和知名度。

⑶良好的企业形象，不断致力于公益事业有良好的公众形象。

⑷优秀的人力资源，联合利华在上海设立了全球研发中心，能够吸引、收纳更多优秀人才，研发更好的产品。

研发水平是联合利华所拥有的最好的技术资源。

(二)联合利华的内部劣势（W）⑴管理模式松散，联合利华是一个缓慢移动，不宽泛，并且固有的、保守的安格鲁——德意志等级管理模式，而且，联合利华在大部分的合资公司中没有控股，因此在内部管理上存有一定问题，其合资企业数量已超过14家，常常陷入意见产生不一致的争论之中。

⑵经营成本高，内部还存在资源浪费现象，企业的经营成本相对较高。

联合利华在单个品牌的市场推广费用竟然占到销售额的50%。

（三）联合利华的外部机会（O）⑴汉高的退出。

曾与联合利华、宝洁和花王齐名的四大国外洗涤公司之一的德国汉高在2008年底全面退出中国洗涤市场。

产品包括：威白全能洗衣粉、洗衣液、威白污渍爆炸盐洗衣皂等多款产品与“天清”洗衣粉产品。

汉高的退出，无疑给予其他品牌占据洗涤市场份额的机会。

联合利华需要把握机会，推出新产品，借汉高的退出，把握先机，占据市场。

⑵金融危机给了联合利华一个创出更高业绩的机会。

以目前联合利华发布的数据为例，公司有近一半的销售额来自于包括中国在内的新兴市场。

联合利华在华销售近20个品牌的产品，中国消费者的消费信心要比其他许多国家和地区高出很多。

小度写范文联合利华战略分析模板

小度写范文联合利华战略分析模板
包括可用的SWOT分析及战略选择。

一、企业概况
联合利华是英国最大的乳制品公司，成立于1884年，主要从事乳制品的开发、生产和销售，其中包括牛奶、乳酸饮料、奶酪、黄油，以及冰淇淋和派等产品。

联合利华在乳制品市场拥有全球领先的市场份额，在全球多个国家和地区拥有销售办事处和分销点，拥有大量的忠实消费者，并凭借高质量的产品和良好的服务在市场上确立了良好的口碑和声誉。

二、SWOT分析
1、优势（Strengths）
a.联合利华在全球乳制品市场上拥有领先的市场份额，在多个国家和地区拥有广泛的销售网络，使其在全球乳制品市场拥有较高的市场份额。

b.联合利华的产品质量高、性能可靠，多年来以质量可靠、价格合理的产品赢得消费者的支持，在市场上确立了良好的信誉和口碑。

c.联合利华拥有多元化的经营方式，包括专业的研发团队、完善的营销系统、以及全面的服务支持体系，使其能够抢占市场份额，实现企业发展的目标。

2、劣势（Weaknesses）
a.随着乳制品行业的竞争加剧，联合利华的营销策略以及产品研发能力都可能不足以应对竞争者的冲击。

b.联合利华的产品技术更新速度较慢，无法与竞争者相提并论。

联合利华的战略简析

总部设于荷兰鹿特丹和英国伦敦，分别负责食品及洗剂用品事业的经营。

联合利华在中国的品牌涵盖家庭与个人护理、食品零售与饮食策划等方面，旨在为中国消费者提供符合国际化标准并具有本土风格的产品。

“成为本地化的跨国公司”是联合利华的全球经营宗旨和长期以来的传统。

这些年来，联合利华不仅将众多国际品牌带进中国市场；同时大力培植中国本地的品牌。

联合利华的发展战略与组织结构案例分析

生产
四、小结
❖ 联合利华由传统上的多国战略到20世纪90年代中后期的全球战略，再到伴随竞争环境的变化不断改进其组织结构，实行跨国战略，整合为“一个联合利华”，这诸多的调整说明：
❖ 企业的组织结构并非一成不变，一个高效的组织结构要能够应对内外经营环境的变化，并与组织的发展战略相匹配。
携手共进，齐创精品工程
奥妙、力士、多芬、和路雪冰激凌等。
心，如美国、日本、英国，中国上海。
联合利华在六大洲有317座生产基地，追求安全、高效、优质与环保。
联合利华的分销渠道
联合利华的分销渠道
一、联合利华的企业简介
---用巴特利特的组织管理观点解读联合利华
生理---组织内的信息流
以联合利华的联席董事长管理制度为例，董事会在英国伦敦和荷兰鹿特丹轮流召开，两个董事长轮流主持，信息和决策由这里传达到联合利华全球的各个公司，这种分治的结构显然增加了沟通的成本，并使信息流动受阻。
1、多国战略下的组织结构
联合利华集团总部
A国营运公司 B国营运公司
C国营运公司
生产营销销售生产营销销售生产营销销售
该组织结构允许各国家和地区的管理人员按其特定情况生产有针对性的产品，以及开展营销和销售活动。在一段很长的时期内，这种战略和组织构结构很适合联合利华，促使它成为一家显赫的消费产品企业。
心理
二、联合利华全球性战略及组织结构
多国战略
区调适，努力迎合不同国家消费者的口味和偏好。
竞争环境变化
90年代早期，高成本和产品引入速度下降带来竞争的劣势。
竞争环
90年代中后期，境变化注重产品开发和地区调适相平衡。
2005年2月，废除联席董事长结构，将原来全球的14个营运区域整合为3个，11 个业务集团被取消，集团CEO掌握管理大权。

联合利华战略分析

联合利华战略分析概述：联合利华的发展历程就是一部企业并购和出售史，但无论是早期的大量并购，还是进入21世纪的品牌缩减，联合利华的每一步都紧跟其战略。

一、公司起源：联合利华的成立，离不开英国北部William Lever家族企业和荷兰Margarine Unie公司。

19世纪70年代早期，Jurgens和Van den Bergh对用牛油和牛奶做出的新产品—人造黄油发生兴趣，他们意识到可以大批量的生产这类价廉物美的产品以替代黄油。

19世纪末，Jurgens 和Van den Bergh，两个做黄油生意的荷兰家族，成功的将其产品出口到英国。

19世纪80年代中期，William Lever家族成功的生产出一种新型的肥皂。

这种肥皂用椰子油或松仁油作原料，比传统的用动物脂肪做的肥皂更易起泡。

Lever为肥皂起名为Sunlight，并且加上了与众不同的包装。

对Sunlight肥皂的需求不断增加，并出售到欧洲、美洲等地。

19世纪末William Lever家族企业成功上市。

1929年9月2日，Lever兄弟与Margarine Unie签订协议，组建Unilever（联合利华）。

1930年1月1日，联合利华正式成立。

二、各阶段战略概要分析初创时期（20世纪30年代—40年代）战略：致力于帮助女性减轻家务负担，实现更清洁舒适的生活；为消费者提供具有营养的食品，致力于改善人们生活。

主要产品：香皂、黄油具体实施：①将制皂业从硬肥皂向皂片的方向转变，发明肥皂粉。

②将维生素A和D加入到人造黄油，以获得与黄油相同的营养成份。

③投资一些与油脂业无关的企业，包括公用事业。

④40年代，联合利华继续对食品市场扩张，获取了一些不同类型产品生产的新业务，并且投入资源进行新材料、新产品、新技术的研发。

20世纪40年代末—70年代末：战略：加大企业区域化发展，促进企业产品多样化。

主要产品：产品种类增加，主要涉及：日用消费品、食品具体实施：①推动各地下属公司的发展，如：非洲（United Africa）和战后欧洲。

联合利华公司战略分析报告书

联合利华战略分析报告1 公司概况1.1公司简介1929 年，荷兰 Margrine 人造奶油公司和英国Lever Brothers 香皂公司合并成联合利华。

1930 年1 月1 日，联合利华正式成立。

联合利华（Unilever ）是世界是最大的食品和饮料公司之一，在90 个国家拥有生产基地，是世界第一位的冷冻食品、调味品、冰激淋和茶饮料制造商。

该公司也是全球第二大洗涤用品、洁肤产品和护发产品生产商。

整个集团现有员工近18 万人。

而在 2009 年和201 年联合利华又分别收购了Sara Lee 的全球身体保养与欧洲清洁剂事业和美发品牌的制造商雅涛（Alberto Culver ）。

此后，联合利华将成为全球最大护发产品公司，第二大洗发水、第三大发型造型产品公司。

整个集团现有员工近18 万人，这些员工中的百分之九十都由各公司在本地招募。

2007 年，该公司营业额550.06 亿美元，利润56.41 亿美元，位居2008 年《财富》500 强第 122 位。

每天，在全世界，人们都会接触到联合利华的产品。

联合利华的品牌受到各地消费者的信赖，已成长为全世界最成功的日用消费品的生产商之一。

事实上，每天有 1 亿5 千万人次选用联合利华的产品。

1.2企业愿景联合利华已经在全球范围内设立了新的愿景，清晰明确地指明了长期目标和方向，愿景包括以下四方面:（1）每一天，我们都致力于创造更美好的未来。

（2）我们的优质产品和服务，使人心情愉悦，神采焕发，享受更加完美生活。

（3）我们将激发人们：通过每天细微的行动，积少成多而改变世界。

（4）我们要开创新的模式，在将公司规模扩大一倍的同时减少我们对环境的不利影响。

2 组织结构分析1.3 20 世纪 80 年代全球地区组织结构：该组织结构允许各国家和地区的管理人员按其特定情况生产有针对性的产品，以及开展营销和销售活动。

在一段很长的时期内，这种战略和组织构结构很适合联合利华，促使它成为一家显赫的消费产品企业。

联合利华集团战略选择分析

联合利华集团战略选择分析1联合利华公司概况1.1公司简介联合利华（Unilever）是一家拥有多个世界知名的食品、饮料、清洁剂和个人护理产品的上市公司。

联合利华集团是由荷兰Margarine Unie人造奶油公司和英国Lever Brothers香皂公司于1929年合并而成。

总部设于荷兰鹿特丹和英国伦敦，分别负责食品及洗剂用品事业的经营。

在全球100多个国家设有庞大事业网络，拥有400个品牌，拥有500家子公司，员工总数近30万人，是全球第二大消费用品制造商，年营业额超过美金400亿元，是全世界获利最佳的公司之一。

1.2 集团愿景每一天，我们都致力于创造更美好的未来。

我们的优质产品和服务，使人心情愉悦，神采焕发，享受更加完美生活。

我们将激发人们：通过每天细微的行动，积少成多而改变世界。

我们要开创新的模式，在将公司规模扩大一倍的同时减少我们对环境的不利影响。

1.3 公司旗下主要品牌联合利华集团主营业务主要包括三大类：食品，个人护理用品，家庭护理用品。

食品，联合利华食品（中国）有限公司，联合利华独资企业，主要品牌包括家乐和立顿。

生产家乐牌鸡精、鸡粉、速食汤料、色拉酱、花生酱、立顿红茶、绿茶，茉莉花茶等；冰淇淋，和路雪（中国）有限公司，联合利华独资企业，生产梦龙、百乐宝、可爱多等和路雪冰淇淋。

个人护理用品的主要品牌有多芬，力士，旁氏，清扬，Axe（中国大陆地区LYNX），舒耐，Sunsilk（夏士莲中国大陆地区英文为hazeline）通用商标Vanseline凡士林也是联合利华旗下品牌。

家庭护理用品，品牌有中华牙膏，洁诺牙膏，金纺衣物护理剂，奥妙洗衣粉、洗衣皂、洗衣液，宝丝洗衣粉，洁而亮厨房清洁剂，多霸道洁厕液；经过多年的大力培植，这些品牌都已家喻户晓，成为中国消费者日常生活中的常用品牌。

2 联合利华集团环境分析2.1 外部环境分析（一）机会（1）汉高的退出。

曾与联合利华、宝洁和花王齐名的四大国外洗涤公司之一的德国汉高在2008年底全面退出中国洗涤市场。

联合利华公司战略分析报告书

联合利华企业分析报告

联合利华企业分析报告

联合利华的品牌战略分析

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联合利华的SWOT分析及战略选择(2)

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联合利华公司战略分析报告书

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小度写范文【联合利华的SWOT分析及战略选择】联合利华战略分析模板