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Managing in Troubled Times Case Study
Case Title:
Troubled Times at Unilever
Publication Year : 2005
Authors: Rajender Singh, Sumit Kumar Chaudhuri
Industry: Personal Care Products
Region: UK The Netherlands
Case Code: TRT0045
Teaching Note: Not Available
Structured Assignment: Not Available
OR
Abstract:
After the failure of the five-year 'Path to Growth' programme that aimed at 5% to 6% annual growth, Unilever's pre-tax profit declined from £4.5 billion in 2003 to £2.8 billion in 2004. The loss of £255 million in the fourth quarter of 2004 was the company's first quarterly loss since 2000. This led to the abandonment of its 75-year old dual chairmen structure and paved the way for unification of the bi-national company.
Pedagogical Objectives:
- To discuss the challenges faced by Unilever to retain its market share.
Keywords : Unilever; Troubled times; Personal care products; Path to growth strategy; Consumer goods industry; Pricing power; Bureaucracy; Twin board structure; Managing in Troubled Times Case Study; Management team; Performance targets; Procter and Gamble (P&G); Slim Fast; Restructuring; Cost cutting; Supermarket chains
