Unilever Case Study – change management

Introduction

This case study highlights Unilever's development and execution of sustainable development
strategies to improve corporate growth while promoting environmental sustainability.
Two key challenges that need to be solved are “Unilever's super stretch goals and the
introduction of the Unilever sustainable living plan”. The examination of Unilever's
environmental reaction will build on Lewin's concept of the field of force, a key theory for
managing change.Unilever's workplace force field analysis will offer an overview of the
difficulties of the company's transition that may be handled more efficiently in order to achieve
business objectives (Bhasin, 2017). The business environment of Unilever consists of four main
characteristics which may be utilized to identify modifications that are needed in the business
environment of the organization. The business strategies of Unilever are robust and inventive
since the corporation has a solid picture for sustainable business growth at global level.
Key problems:
Two key challenges that need to be solved are;
 “Unilever's super stretch goals
 the introduction of the Unilever sustainable living plan
 the problem is that the business environment is intensively volatile and complex 

Globalization, urbanization, quality of life advancement and the rise of emerging economies all
contribute to change. These demands need an efficient change management strategy to link it to
the objectives and goals of the firm. Connelly (2017)
Application of the force analysis of Lewin to the many different kinds of forces In order to
accomplish the transformation, integration and update of already existing business systems,
strategic decision-making processes should be integrated into the business structure of Unilever
in the 2020 Super Stretch Goal. It is also vital to provide sustained value in order to develop
customer ties. In order to build a long-term living strategy which will assist the firm to expand
and acquire a competitive market benefit, value chain management should also be considered.
Extensive objectives also need to be defined for accelerating innovation and setting ambitious
business objectives.

Background

Unilever is one of the world's biggest and most renowned consumer goods firms, and its success has a
strong connection to its working environment's behavior and culture. The policies and actions of the
leaders affect significantly on the culture and conduct of the firm. The personnel, management, culture
and behavior of the company are interlinked and changes in one component of the company may
influence the other's success. Unilever's cooperative and supportive business culture is also increasing
employee production. The business culture of the organization has also offered insight into the needs of
workers in order to fulfil the firm's production target. The corporate culture and conduct includes
important traits, such as concentration on quality product and service, attention on performance, and
the use of innovation and technology to increase business process efficiency (Saxena, 2011).

Alternatives

Polman has also introduced strategies to strengthen and retain employees in the workplace. In the
factories, eco-efficiency actions were also undertaken, which resulted in reduced production costs and a
better range of items of sustainable living. Polman is a successful worldwide social businessman with
hopeful views for managing resources and human nature. His leadership style has the power to
influence company management favorably to ensure that corporate resources are maximized while
meeting cost-benefit goals. One of the leading aims is capital optimization and his management style
helps to achieve long-term business goals that guarantee the long lasting survival and expansion of the
organization (Walker 2015). Brands, businesses, personnel and sustainable living are all acknowledged
as important parts of the success of the organization. His sustainable strategy also seeks to develop the
fundamental competencies of the organization and establish a favorable social image. It also manages
strategic changes in the company in order to satisfy the requirements of technological progress and
innovation as well as enhanced business performance (Schawbel, 2017).

Proposed solution

The aim of this research is to investigate the Super Target and Sustainable Living Plan of Unilever for
2020. Forcing Force Field analysis is used to discover several forms of pressures which may influence the
long-term sustainability objectives of an enterprise. The corporate culture of the company and the
conduct of its managers and staff are reviewed and it is found that sustainability objectives can be
achieved economically and efficiently in the corporate environment. The report also underlines the
Polman's role in strengthening the fundamental capacity and growth of the company and in managing
transformation according to sustainable standards.

The aims of the sustainable living plan and the significance of Unilever's stretch goals are another
strategic method for reaching its sustainability objectives. Successful communication is a key aspect of
good change management because it gives insight on the demands for change and how it may help
accomplish the sustainability objectives of the enterprise. For the management of the firm the
adjustments that need to be done to fulfil its sustainability objectives must be communicated regularly
and effectively. Change sponsors also need training sessions to explain how the change benefits and
how it may be built into the aims and ambitions of the firm. The sustainable living plan of the
organization may thus be implemented effectively via changing management strategies that integrate
the whole workplace.

Recommendations

 The management is urged to change the attitude and conduct of individuals working in the
business environment to achieve the objectives of a sustainable livelihood efficiently.
 The change management model of Lewin can assist to attain such aims, and its phases of
freezing, change and re-freezing assist to progressively modify the business processes of the
organization, as well as readily embraced by the staff of the organization.
 Such a strategy will link current business aims and aims to future plans as well as enable new
and older processes to blend into parts easily managed by the taskforce.
 It also helps to shift the workers' negative reactions to a positive one. This strategy will also help
to execute organizational changes successfully (Mulholland 2017).
References

Bhasin, H., 2017. Force field analysis.  [Online] Available at:

https://www.marketing91.com/force-field-analysis/[Accessed 21 4 2018].
Connelly, M., 2017. Force Field Analysis – Kurt Lewin. [Online] Available at:
https://www.change-management-coach.com/force-field-analysis.html [Accessed 21 4 2018].

Mulholland, B., 2017. 8 Critical Change Management Models to Evolve and Survive. [Online]
Available at: https://www.process.st/change-management-models/[Accessed 21 4 2018].

Pickering, A., 2017. Purpose After Polman: How the Poster Child for Purpose Paved the Way
for Future Leadership. [Online] Available at:
http://www.sustainablebrands.com/news_and_views/leadership/aaron_pickering/purpose_after_p
olman_how_poster_child_purpose_paved_way_fu
[Accessed 21 4 2018].

Saxena, S., 2011. Hindustan unilever’s Organisational behavior.  [Online] Available at:

https://www.scribd.com/doc/20886854/Hindustan-unilever-s-Organisational-behavior
[Accessed 21 4 2018].
Schawbel, D., 2017. Unilever’s Paul Polman: Why Today’s Leaders Need To Commit To A
Purpose.  [Online]
Available at: https://www.forbes.com/sites/danschawbel/2017/11/21/paul-polman-why-todays-
leaders-need-to-commit-to-a-purpose/#7d52c2b51276 [Accessed 21 4 2018].

Walker, B., 2015. PAUL POLMAN: UNILEVER’S CLEAN WINNER IN LEADERSHIP. [Online]

Available at: http://www.managers.org.uk/insights/news/2015/february/paul-polman-unilevers-
clean-winner-in-corporate-governance
[Accessed 21 4 2018].