Appendix 1

Figure 1- Business Units in USL

Figure 2- The Management Process

Source- Daft R.L New Era of Management ,11th

edition

Figure 3- MACROENVIRONMENTAL FACTORS (PLEASE CHECK)

Source- Daft R.L New Era of Management , 11th

edition

Figure 3- Porter’s Five Forces Analysis

Source-Crafting Strategies….

Figure 4- Three level planning architecture

Source- Daft R.L New Era of Management , 11th

edition

Figure 5- BCG Matrix

Source- Daft R.L New Era of Management , 11th

edition

Figure 6- Gaining competitive advantage

Source- Competitive Advantage by Michael E. Porter (1985)

Figure 7 – One team One plan

Adapted from Unilever Planning Handbook (2013)

Figure 8- Reporting Structure for USL

Reporting Structure for Unilever Sri Lanka

Unilever Hindustan - HUL

(Parent Company)

Unilever Sri Lanka - USL

(Executor)

Table 1- Vision and Mission of USL

Vision “Create A Better Future Everyday”

Mission “Adding Vitality to Life”

“We meet everyday needs of nutrition, hygiene

and personal care with brands that help people

look good, feel good and get more out of life”

Values Culture, Integrity, Pioneer, Respect

Figure 9- Annual Planning Process

Source Adapted from Unilever Planning Handbook (2013)

Figure 10- Integration of Brand Marketing Plan to Customer Marketing Plan

Source: Adapted from Unilever Planning Handbook (2013)

Annual Planning

Figure 11- Channel Breakdown of CMP

Source: Adapted from Unilever Planning Handbook (2013)

SWOT Analysis

Strengths

No.1 multinational in Sri Lanka with over 75 years’

experience in the Local Market.

State of the art factory situated in Horana.

Strong Distribution Network across the island.

Successful grass root level penetration through CSR

projects such as Dental camps.

Ability to learn from international success/failure

stories from local, regional & global teams.

Specialized MIS which provides access to Healthy

flows of data and information

Weaknesses

Time consuming decision making process due

to strategies requiring regional approval.

Lack of flexibility caused by adherence to

Global Norms relating to steps of decision

making process.

Inefficiencies in the production processes

High wastage which adds up to a significant

cost

Threats

Increase in prices of Raw materials resulting in

lower margins.

Considerable Employee turnover.

Competitive Oral care Market.

Growth in non-fluoridated Toothpaste market

Opportunity

Growth in the Oral Care Market due to more

public awareness

Emerging market of Tooth Sensitivity

provides a new focus area.

Expansion of Supermarkets and retail Outlets

islandwide.

Increasing income levels in rural parts of Sri

Lanka, with people seeking better quality of life.

Table 2 – SWOT for Oral Care

Figure 12- BCG Matrix for Oral care

L

M

arke

t gr

ow

th r

ate

H

L Relative market share H

Portfolio Analysis – Oral Care Category

Signal

Tooth Brush

Signal

Toothpaste Closeup

];ljkm h

supplement

s

Table 3- Five Forces Analysis for Oral Care

Figure 13- Strategy Clock for Oral care

Medium 5. Bargaining

power of

Buyers

3. Threat of

Substitutes

4. Bargaining

power of

Suppliers

Chinese substitutes have tried to enter the market, but due to the high competition none of them survived. Apart

from this the only substitute is tooth powder used by the rural population, which is being combated by USL’s

grassroots dental campaigns.

USL Oral Care has main two types of suppliers, who are the raw materials suppliers and finished good suppliers. Since

USL been a relatively big company the local suppliers have low bargaining power.

Very Low

Low

Since USL does not sell directly sell to the consumer, the buyer in this case would be Outlets. Majority of the outlets

are small scale with low bargaining power but super markets Sathosa, Cargill’s and Keels have significant bargaining

power and often command high margins.

2. Threat of

new entrants

The current economic conditions in the country (i.e. Taxation, per capita income levels) make it highly unlikely for any

foreign players to enter the market.

Medium

1. Industry rivalry

Rivalry is very high due to high number players in the Oral Care Segment, both local conglomerates and multinationals.

Ayurvedic based local toothpaste market has grown aggressively.

Sensitivity based multinational products have started to capture the market

Very High

Figure 4.10 - Porter’s Five Force Analysis of Oral Care

Figure 14- Cross Functional Level Strategy Alignment,

Source –Adapted from Unilever Planning Handbook (2013)