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EXECUTIVE SUMMARY Unilever is a BritishDutch multinational consumer goods company.

Its products include foods, beverages, cleaning agents and personal care product. It is the world's third-largest consumer goods company measured by 2011 revenues (after Procter & Gamble and Nestle) and the world's largest maker of ice cream. . Unilever is currently one of the most successful consumer goods companies in the world and they have set their ambitious targets for growth, in traditional and new markets and channels, to keep it that way. The global presence of Unilever contributes to its major success and competitive edge. The corporation sells products in over 150 countries and has annual sales of approximately $ 46 billion [31,5bn]. Unilever controls subsidiaries in more than 90 countries and employs 295,000 (in 2000) people. Unilever is one of the worlds top three food firms after Nestle and Kraft and the worlds second largest packaged consumer goods company behind Procter & Gamble. As one of the most successful consumer goods companies ever, millions of families choose Unilever brands to feel good, look good and get more out of life. With a huge range of food, personal care and home care goods sold across the globe, consumers can choose a staggering 330,000 Unilever products. Unilevers mission is 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 that will allow us to double the size of our company while reducing our environmental impact.

PART 1: THE GENERAL OVERVIEW OF UNILEVER 1.1 UNILEVER CORPORATION Foundation history Unilever was officially established in 1930, through the merger of Lever Brothers, a British soap manufacturer and Margarine Unie, a Dutch margarine manufacturer. It has since become one of the largest direct investors in the United States. Unilever is unique in that it has maintained a dual ownership structure since its inception, governed by an equalization agreement. Although the company has two legal entities as its parents, one Dutch (Unilever NV), and one British (Unilever plc), it has only one board of directors4 and reports one set of financial statements. Business field Its products include foods, beverages, cleaning agents and personal care products. Unilever considers itself the second largest consumer goods firm in the world with over 400 brands, amongst the largest selling of which are Dove, Flora/Becel, Heartbrand, Hellmann's, Knorr, Lipton, Lux/Radox, Omo/Surf, Rexona, Sunsilk

Vision & Mission 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 that will allow us to double the size of our company while reducing our environmental impact. Business achievements Unilever is currently one of the most successful consumer goods companies in the world and they have set their ambitious targets for growth, in traditional and new markets and channels, to keep it that way. The global presence of Unilever contributes to its major success and competitive edge. The corporation sells products in over 150 countries and has annual sales of

approximately $ 46 billion [31,5bn]. Unilever controls subsidiaries in more than 90 countries and employs 295,000 (in 2000) people. Unilever is one of the worlds top three food firms after Nestle and Kraft and the worlds second largest packaged consumer goods company behind Procter & Gamble.

1.2 UNILEVER SUBSIDIARY IN VIETNAM The formation of UNI VN Having started its business in Vietnam since 1995, Unilever, one of the worlds leading consumer goods manufacturers specializing in food, home & personal care products, operating in over 150 countries, has invested more than USD 300 millions in Vietnam, with a modern manufacturing site in Cu Chi Industrial Zone. Through an extensive local network of 150 distributors and 200.000 retailers, Unilever Vietnam directly employs more than 1.500 people and creates nearly 10,000 indirect jobs who work in its third parties, suppliers and distributors.Today, many of Unilevers brands such as OMO, P/S, Clear, Ponds, Knorr, Lifebuoy, Sunsilk, VIM, Lipton, Sunlight, VISO, Rexona have become household names in every Vietnamese family thanks to Unilevers great efforts since its establishment in Vietnam. Every day, over 30 million consumers use our products nationwide, contributing to improve the living condition, health and hygiene of every Vietnamese. With average double-digit annual growth over the last 16 years, Unilever Vietnam has actually become one of the most successful foreign investors in Vietnam. In April 2010, Unilever Vietnam was honored by the President of the State with the 1st Labor Medal for its excellent business performance and meaningful contribution to the socio-economic development of Vietnam. Unilever Vietnam has always taken great efforts not only to succeed its business, but also to become a good corporate citizen toward the society, community and environment. Many social and community programs implemented by Unilever Vietnam and its brands such as P/S Protects Vietnamese smile, Hand-washing with soap for a healthier Vietnam, OMO White Shirts for disadvantaged pupils, Micro financing for poor women... have become typical

examples of an effective public - private partnership that contributes to improve Vietnamese lives. In 5 year period from 2005 2011 alone, Unilever Vietnam, through its Unilever Vietnam Foundation, has invested more than VND 360 billions in socio-community programs under the strategic partnerships with relevant government agencies which focus on 4 main areas: Health and Hygiene with Ministry of Health; Education and Children development with Ministry of Education & Training; Women Empowerment with Vietnams Women Union; Sustainable Tea Development with Ministry of Agriculture & Rural Development. Many prestigious awards have been presented to Unilever Vietnam by the Government for its outstanding contribution to social, community development and environmental protection cause. 1.3 COMFORT BRAND ONE OF THE MOST SUCCESSFUL PRODUCT The Market Leader since its launch in Vietnam in 1999, Comfort has been acquiring the love and loyalty of many consumers who really care for their loved one even in the smallest things they do. Comfort not only delivers exceptional softness to clothes, but it also offers a variety of well-loved fragrances some of which are Lily, Huong Ban Mai, rose scent etc. Comfort Angels Fragrance Angels are the icons for Comfort's long-lasting fragrances. Today. Interesting facts:

Comfort, which has been ranked the number 1 fabric conditioner in Vietnam with more Fabric Conditioners not only "soften" they have a number of other consumer benefits. For

than 55% of market share since 1999, lets people Do the little extra thing for the one you love

example did you know that Fabric Conditioners can help to prevent fibrillation and matting of natural fibres which leads to a less open fabric structure and does not allow effective flow of air / perspiration

In November 2005, thousands of fragrance angels dolls have been given as a unique and

lovable souvenirs to consumers of Comfort.

PART 2: THE SWOT ANALYSIS 2.1 EXTERNAL ENVIRONMENT ANALYSIS Macro-environment factors 2.1.1 Demographic-economic factors The first macro-environmental force that marketers monitor is population because people make up markets. Marketers are keenly interested in the size and growth rate of population in different cities, regions, and nations; age distribution and ethnic mix; educational levels; household patterns; and regional characteristics and movements. Demographic factors Unilever has carefully conducted research and analysis of the company's business environment in Vietnam as a basis for devising their marketing strategies. The first force needs to be monitored is the population, because people makes up markets. Demographic consists of a set of factors such as: size, structure, growth rate and distribution. The basic elements of the population environment that marketer must know are: the market size, population growth rate, age structure of population, family size ...... - Vietnam is the 2nd largest population in Southeast Asia and thirteenth largest one in the world.
- Large-scale, rapid development speed.

According to the General Statistics Office, Vietnams population in total was 87.84 million people in 2011, include: male population 43.47 million, reach for 49.5% of the total national population, female population 44.37 million, reach for 50.5%. - Population density: Vietnam population is unevenly distributed throughout the

countries The number of people living in urban areas is 25,37 millions people and makes up

30% of the total population. Hanoi and Hochiminh is two largest cities with approximately 7 millions inhabitants in each. Those living in rural makes up 70% of the whole population. - Young population: According to the General Statistics Office: Labor force aged 15 and the older in 2011 of the country is 51.39 million
This is the source to supply human resources and customers to businesses

- Income and standard of living are increasingly improving. Therefore it bring the large market potential for firms to do business. Economic factors Economic environment plays an important role in the movement and development of the market. Therefore, economic factors affecting consumption, purchasing power and marketing activities of businesses in general and Unilever in particular. Vietnam is a market offering ground floor and growing opportunities for both local and foreign companies. Vietnams economic growth rate has been among the highest in the world in recent years, expanding annually at 5-8.5 percent, while industrial production has been growing at around 14-15 percent per year. The growing economy will result in peoples increasing consumption demand; therefore, facilitate Unilevers operation to become stronger in the Vietnamese market. Moreover, Vietnam has joined WTO; this is a good chance for many enterprises to compete in a good and fair condition. There is no afraid that foreign companies will be less favored. Economic structure: The economies are more and more developing. The structure of industry are changing in the development trends of trade and services and narrowing agricultural sector. Perceiving those things help the company make the products in accordance with market demand, consistent with the development orientation of the business. Economic growth rate: Economic growth rate of Vietnam in recent years continuously ranks high position in the region, but have not been really sustainable. The economy is quite sensitive to the negative

effects from the outside such as recession global economic lasted from 2007 to now, the inflation rate, inflation in the last three years in the two-digit approximation have made some business full of hardship due to rising input costs, people tighten spending, Unilever itself has faced certain difficulties. Per capita income: In recent years, Vietnam has made significant achievements in economic development, improving people's lives. However, the majority of Vietnamese people are still in middle and low income level compared to others countries in the region such as Singapore, Thailand, Philippines, Malaysia, Indonesia etc. Therefore when forming business strategy Unilever can meet some certain difficulties such as determining which kind of product will be provided to suit the pockets of the Vietnamese people. The company will solve simultaneously two problems at one time. It was both adapting their products to local, and producing cheap products on the market. At the same time, company has to be profitable. This is a really hard problem with company. However, according to the companys evaluation, although Vietnamese are lowincome, Vietnamese are crowded and consumption the product of the company is very high. So " drop by drop, the sea is drained " the company can still conduct business activities in Vietnam and profit by making products of the company in accordance with the consumer's ability to pay. Structural changes in the population's spending: Thanks to economic development, the majority of the population lives improved significantly. If in the early 90s of the last century when Unilever initially penetrate the Vietnamese market, the company focuses on the development of the mass market segment and meet the essential needs of the people with moderate prices, but now the company has started to develop more high-quality product line parallel with maintaining the influence of governing in the existing market segments. Infrastructure of the economy: The first is the transportation system, communications in large cities, especially in Hanoi and Ho Chi Minh City have been adequate investment, first par with one of the countries in the region. Inter-provincial transportation network, districts, communes are renovated and upgraded. So companies can expand product distribution network into the hands of consumers not only in

big cities but also in rural and remote areas. Internet are unversalized fast. Telecommunications and postal services reduced significantly compared to before. It allows companies to apply modern technology in the production process as well as business management process to reduce costs and improve operational efficiency.

2.1.2 Technological factors The technological environment is perhaps the most dramatic force now shaping our destiny. Technology has released such wonders as penicillin, organ transplants, notebook computers and the Internet. It has also released such horrors as nuclear missiles, chemical weapons and assault rifles, and such mixed blessings as cars, televisions and credit cards. Our attitude towards technology depends on whether we are more impressed with its wonders or its blunders. The technological environment is changing rapidly. Marketers should watch the following trends in technology. Internet has been strongly developed in Vietnam since last decade. People in Vietnam now easily grab a chance to use internet almost everywhere. Internet becomes a useful tool for not only users but many administrators, companies to expand their business. There are many online companies which work so effectively and attract many customers only by the internet. They find it more easily to provide their services just by one click and customers also find it clear to search information about what theyre looking for. Thanks to internet development, Vietnamese people have a chance to update and catch up with the technology all over the world. Vietnamese government pays more attentions on technology transfer since our infrastructures are still weak and lack. Government already see the important of applying newest technologies on manufacturing, therefore, they pay more attention and focus more on research and development fields. Government also requires enterprises concentrate on this field and invest more capital on it. In recent years, we not only show interest in technology transfer but also try to catch up with technology situation in worldwide.

Unilever has launched the biggest technological innovation that the spreads market has seen for more than 60 years with tastier, healthier products. Innovative technology Using proprietary technology developed by Unilever R&D in Vlaardingen, Netherlands, called Cool Blending technology, the secret to this breakthrough lies in the way we can deal with hard fats essential ingredients that add structure to margarine. Less saturated fat The Cool Blending technology crystallises hard (or saturated) fats in a unique way, creating better crystal structures than with conventional technology. This allows us to reduce the amount of saturated fat that we use in the product significantly, whilst the margarine making process becomes a very simple blending operation of healthy oils, a dairy phase and only a very small amount of crystallised vegetable fat. In fact, we are able to produce margarines of superior quality in terms of taste and texture with up to 80% less saturated fat than butter. Reduced environmental impact Oils and fats are the biggest contributor to greenhouse gas emissions in the manufacture of spreads and through this method we will reduce the amount of fat we need to use in margarine production by almost a quarter. By using fewer ingredients, we make a much smaller agricultural impact and in turn reduce our carbon footprint. Re-launch of Flora/Becel As the benefits of this technology fit well with the positioning of Unilevers Heart Health brands such as Flora/Becel, the launch of the new recipe has been timed to coincide with the relaunch of Flora spreads which will be rolled-out across Europe during 2012. A platform for future innovations

The Cool Blending technology was tested on a new production line in Poland and what started as a small-scale trial is set to have a big impact. It will both improve the nutritional credentials of our Heart Health spreads and also create a platform for future innovations across all brands. Investment in production facilities With the planned transition of 125,000 tonnes of margarine to our new Cool blending fuelled recipe, were investing 35 million to transform six production lines at three European factories: Purfleet in the UK, Pratau in Germany and Katowice in Poland.

2.1.3 Political-legal factors Marketing decisions are strongly affected by developments in the political environment. The political environment consists of laws, government agencies and pressure groups that influence and limit various organisations and individuals in a given society. Vietnam is a country with political stability, where there are also many incentives for foreign investment enterprises. Besides, in recent years, Vietnams economy has benefited from its government s opened-door policy. With a stable political environment and its economic potential, Vietnam is an attractive destination foreign investors. Especially, the Vietnamese government has been endeavoring to create a favorable investment environment by continuing to complete Vietnams legal system and introducing important incentives for foreign investors. Thanks to the preferences, Unilever will definitely grab the opportunity of rapid development in Vietnam. Besides, Unilever also supports the sustainable economic development of Vietnam and helps to improve of living standard as well as the condition of the poor. Encouraging the integration of Vietnam in the world economy by bringing it into the world trading system, and supporting the process of economic and social reforms. It is the policy of the Unilever Group to strictly comply with all laws and regulations relevant to our activities. They participate in discussions on food legislation and regulations between international organizations, government representatives, industry, the scientific world and consumer associations. Unilever also applies this policy to environment related matters. In

order to complement that plan, they cooperate with legislators through local industry associations in order to promote laws and regulations in the field of environment which are reasonable, rational, realistic, applicable and enforceable. They oppose unjustified bans and any other discriminatory measures. Unilever favors the harmonization of food regulations in order to remove existing trade barriers and to avoid the creation of new ones. This applies also to environmental issues. We favor the exchange of information, of experience and of knowledge between the various interested parties. Thanks to all these synergies, Unilever can contribute to valuable discussions and be recognized as an active partner in helping authorities to formulate comprehensive strategies in the field of the environment.

2.1.4 Social-cultural Vietnam is a very populous country, placed 13th in top most populous countries in the world and 3rd place in Southeast Asia areas. Vietnamese growth rate is quite fast, approximately 1 million people per year. Population structure is young with age group from 0-14 account for 27%, age group from 15-59 is 64% and age group above 60 is only 9% (according to the data of 2005). Young population becomes one of the most important advantages for Vietnam to attract many multination companies as Unilever. Since Unilevers products including many products for children care (such as milk, powder milk, cereal, yoghurt, etc.), Vietnam is a very potential market for Unilever to further explore and develop in the future. Young population is also the great source for workforce which attracts many foreign investors coming to Vietnam. Second, the culture in Vietnam found that Vietnamese companies are receptive to what is new and innovative perspective, attitude greet new ones as long as the new ones fitway of life, their way of thinking. They prefer consumers new products, new is always better with more quality is improved, even when they are not aware of a certain product, issues to promote the company's products also do not see too many difficult, because the Vietnamese people are curious, the company conducting the promotion, advertising just stimulate their curiosity is a product that will be successful. In addition, the company also found that Vietnam is very diverse preferences, consistent with the range of the company's extensive product, the Vietnamese do not like completely separate one color, such as Chinese favorite color red is the color of happiness,

the Vietnamese are generally varied without the elimination of something related to art, except in cases related to their habits and customs. On the other hand, the company also plans the company will find out and understand more about these issues than when companies hire people to work in Vietnam and joint ventures with Vietnamese partners Vietnamese Nam.Tai the divided into groups of social capital is not by Vietnam is a poor country and take the path of socialism, so the problem for the company is to serve a large number of consumers, rather than any group people.

Micro-environment factors 2.1.5 Customers At any point in time, the firm may deal with one or more customer markets: for example, as a consumer packaged goods manufacturer, Unilever has to communicate brand benefits to consumers as well as maintaining a dialogue with retailers that stock and resell its branded products. Most of Unilever's brands have become household names in Vietnam. Everyday, more than 5 million of our products reach Vietnamese households. That says a lot about brands like PS, Clear, Knor, Omo, Lifebuoy, Sunsilk etc. and the presence of these brands in the daily life of Vietnamese people. Moreover, Vietnam is a consumer market of huge potential in the same league as several other markets in Asia, like China, Indonesia etc. Vietnams consumer market has, and continues to benefit from steady economic growth in the past 15 years that has resulted in increased income for consumers, improved infrastructure, increasingly modernized distribution network, fast changes in lifestyle and widespread urbanization. This is also a market with a very young population. All in all, this is a market with great potential, which will become increasingly competitive. Companies with strong brands that

continuously delight the consumer will have the advantage. It is a very big advantage for Unilever to develop here. 2.1.6 Competitors The marketing concept states that, to be successful, a company must provide greater customer value and satisfaction than its competitors do. Thus, marketers must do more than simply adapt to the needs of target consumers. They must also gain strategic advantage by positioning their offerings strongly against competitors offerings in the minds of consumers. In detergents industry, Comfort has become the pride of Unilever, maintaining its 1st position in Vietnam with more than 55% of market share since 1999. However, as soon a s C o m f o r t m a d e i t s appearance known in the market, it has also begun its struggle against other competitors. The strongest one of all is Downy, the product of Proctor &Gamble group. Downy was launched right after Comfort was introduced to the market. It can be said that the number of campaigns and commercials ads poured into the two products from two sides have been equally effective and attracted attention. That might partly explain the market share between of the two has been in a tight match. Firstly, the two products are produced by two both well-known companies, which can somewhat assure their look in customers view. Then, the quality could also buy consumers with their position as worldwide brands plus the diversification of the product lines gives customers numerous choices to choose. Also, advertisements of Downy and Comfort have been skillfully customized to attract attention and create certain values to customers. From the introduction stage up to now, customers have been exposed to a handful of advertisements of both companies. When Comfort launches Comfort with lasting-fragrance, Downy immediately offers this kind as well. Comfort creates a beautiful image of a little angel protecting the fragrance of clothes to illustrate its Comfort Fragrance-Angel. Downy competes with Downy Incense Flowers, creating a demonstration through a flower field always presented in clothes. Comfort introduces Comfort new version; Downy also has Downy new version; Comfort comes up with Comfort anti-mosquitoes, Downy provides Downy anti bacteria. Both of them make campaigns to market for their product. About the price, Downys price is higher than Comforts one in general. In pack-shape, price for a pack of Downy is 2000VND, whilst a pack of Comfort costs 1500VND.

In recent months, the battle has become fierce when Unilever has launched a promotion using two eye-catching characters Andy and Lili and seem to gain attraction from consumers. From this commercial, Unilever gain the higher revenue. While Unilever invest so much on this commercial, P&G is still quite silent. Whether P&G is planning a state-of-the-art Downy ever with outstanding functions and best-ever components; or nurturing a win-away strategy? Time will give the answer and the rivalry between the two promises to be a prolonging harsh and unforgiving one. However, at this point, it appears that Comfort is gaining the upper hand over Downy. The positioning of Comfort in Vietnam and its biggest competitor, Downy, can be illustrated through the following map The major rival in the market is identified as Downy from P&G Company. That might partly explain the market share between of the two has been in a tight match Other than Downy, Essence, Vel, and Softlan are considered as Comforts secondary competitors in the Vietnamese market. 2.1.7 Distributors In 1995, Unilever entered to Vietnam and decided to create a marketing and distribution system nationwide, covering more than 100,000 locations. Unilever has taken the concept of online retail sales and used sales staff each retail store. These employees have the tasks of offering new orders, delivering and crediting for orders next. The retail display cabinets annual and maximum use of space in their stores and eyecatching products. In addition, the company also helps its distribution arrange loans to buy vehicles, training, management and sales organization. Until the end of 2002 the company currently has about 350 distributors and more than 150,000 retail stores and wholesale products companies across the country. A staggering figure and means that the company's products flooded the Vietnamese market from remote regions to the busiest places in urban Vietnam. The development of the distribution system of Unilever. Unit: Number of agents

Year Distribution channels Large distributors Wholesale dealers Reseller








57 1.500

125 3.300

198 5.050 64.000

250 6.400 83.000

293 7.200 96.000

336 7.900

350 9.300

30.000 50.000

120.000 135.000

With two goals set by the company for its distribution system is always available and always present, the company's distribution system to this time has achieved the second target. The success in the implementation of the company's distribution system in Vietnam market have to talk about the dynamics of the Vietnamese employees for the company, however, could not mention the financial situation in the economic business of the company is to use the dealer of Vietnamese business partners of the company perfectly without encountering any problems regarding personnel and strengthen the distribution system coordination. Any of a marketing policy relating to the distribution system set out by the company are implimented by the agents of the company on a national scale smoothly and perfectly. 2.1.8 Suppliers Suppliers are an important link in the companys overall customer value delivery system. They provide the resources needed by the company to produce its goods and services. Supplier developments can seriously affect marketing. Marketing managers must watch supply availability supply shortages or delays, labour strikes and other events can cost sales in the short run and damage customer satisfaction in the long run. Marketing managers also monitor the price trends of their key inputs. Rising supply costs may force price increases that can harm the companys sales volume. Increasingly, todays marketers are treating their suppliers as partners in creating and delivering customer value. Vinachem (Vietnam National Chemical Group) became the strategic supplier and a part of global supplying chain of Unilever, apart from the current long-lasting cooperation partnership between Unilever and Vinachem's subsidiaries. Unilever Vietnam and Vinachem will

work on construction of new base chemicals plants and development of the petrochemical industry. To cut reliance on imports, Unilever will cooperate with Vinachem and its affiliates to develop and turn out materials including lab, sodium sulphate, soda ash light, sorbitol and zeolite. They shall establish manufacturing and supplying plants subject to competitive terms and actual demand in the future. Besides the need for procuring key materials to replace imports, Unilever will explore opportunities for Vinachem to export these materials to other Unilever Groups companies in ASEAN, Asia and to Unilever globally. The export will depend on competitive terms, actual demand and quality requirements of those companies. Unilever and Vinachem will consider their cooperation expansion to cover other key materials based on the successful sourcing/supplying of the aforesaid initial materials when opportunities arise. As a result, key raw materials will be produced and sourced within Vietnam to help the country reduce reliance on imports, increase exports, and enhance cost competitiveness of both parties. In details, Unilever would support and cooperate with Vinachem in producing and supplying main raw materials in Vietnam, therefore helping lower the dependence on imported materials, improving the production conditions, enforcing exports. 2.2 INTERNAL ENVIRONMENT ANALYSIS 2.2.1 Managerial model Framework of an organization refers to the method that people and works are arranged to support it in reaching the targets and implementing its tasks. The framework of Unilever is the combination of leaders including executive directors, non-executive directors, senior officials and staff who all form unity of orders and actions. The Executive directors are those members of the Unilever executive (UEX), including the group chief executive, who are also directors of Unilever. Some of them are not Vietnamese.

Organizational Structure Diagram in VN

From 2010 till now, Unilever VN has more than 1500 staff and it indirectly created jobs for over 7000 people. The company always considers developing human resource as breakthrough for sustainable growth. Each year, Unilever recruits from 20 to 25 future leaders for the position in fields of marketing and business (sales), finance and accounting, supply chain, production and personnel ...Up to now, about 211 students are recruited and trained. Unilever VN has built up a native professional staff and regularly attach special importance to training programs. The company always pays attention to the interests of employees and is willing to support the staff in their work. Unilerver Vietnams sound policies which pay attention to the human resource has built up a good working environment and professional and responsible staff who all work for the common mission of the organization. 2.2.2 Working conditions

Creating a comfortable workplace for all employees, reflecting the companys mission adding vitality to life. The office is like a second home for all employees with completed & convenient facilities & function rooms such as: gym, beauty salon, canteen & cafeteria. After work, employees can do exercise, treat themselves and relax here to feel good and have more vitality, thus they can growth the business together and get more out of life. Providing a modern office with all the highest standards of a Green working environment. The building satisfies all the highest requirements for a modern and environment-friendly workplace: efficient light with less wattage, natural light utilization, energy-saving airconditioner system, equipping the energy-saving protecting glass, CO2 censor etc Enhancing interaction with customers and consumers. There are areas specifically designed for consumer and customer interactivity enhancement: hair care salon, skin care salon, demo & show kitchen and laundry area. All these areas are opened to consumers and customers to enjoy the innovation of Unilever products under the instruction of professional experts. Creating a modern & high-tech working environment. The Office of Unilever Vietnam has been constructed and well equipped with modern & high-tech office facilities, meeting Unilever Global standards. 2.2.3 Striking features Comfort Comfort was the first Unilever fabric softener to be launched in the UK in 1969. Today Comfort is a global brand, operating in Europe, Asia, Latin America and the Middle East. 1984 saw the launch of the first concentrated fabric softener for Comfort, which was three times more concentrated than regular fabric conditioner.

In the 1990s, the Comfort brand went through a number of changes: a new logo and more modern packaging in 1992 and the first fully biodegradable formulation in 1993. In 1998, Comfort replaced cartons with more environmentally-friendly and lightweight crushable bottles, introduced their first hypoallergenic fabric conditioner and launched tumble dryer sheets. Caring for your clothes is important as it allows you look good and feel good.Understanding this, in 1999 Market Leader of Unilever Viet Nam launched Comfort withthe aim of making customers feel cared for everyday by bringing softness and long-lasting freshness to their clothes. Immediately, Comfort has long been winning the loveand loyalty of consumers with more than 55% market share and become the number onefabric conditioner in Vietnam. With the desire to meet the changing needs of consumers, Comfort keeps innovating and introducing new products to the market. Not only offering softness and long-lasting freshness, Comfort also offers extra benefits. - Comfort White which is the only fabrics conditioner endorsed by the Dermatology Institute of Vietnam that is safe for sensitive skin, is the best choice to protect your skin and make clothes very soft, which is very suitable for babys clothes. - Comfort Active Confident with tea tree oil extract protects your clothes from malodour and keeps you feeling fresh and active the whole day long. - The latest innovation is Comfort Thom Lau Huong Ban Mai (Blue Concentrate) with fragrance capsules (Hat luu huong) which protects the perfume and only releases it during wear. This innovation again reinforces the long-lasting benefit of Comfort Blue Concentrate in the fabric conditioner market.

PART 3: SWOT EVALUATION In recent years, the competition among consumption markets between Vietnam and foreign countries became so fierce, especially products originating from multi-national companies which are currently present and dominant Vietnam market. Unilever -Vietnam is one of the giants on the market of products and services, it has provided a large number of essential goods for daily consumption of Vietnam such as toothpaste, P/S, shampoo Sunsilk,

Omo washing powder, etc. ... every year. This is not only a threat to domestic producers but also an example for them to learn about business marketing experience of a large multinational company with world-class like it.

It can be said that Unilever has a thoughtful and creative marketing strategy which makes it well-known to attract the most customers for the company's products. The company takes the advantage of their inherent strengths as well as promoting the opportunities from the market to bring huge revenue every year for the company. SWOT analysis below will show all about the strengths, weaknesses, opportunities as well as threats Unilever gets.

3.1 STRENGTHS Unilever Vietnam has the support from global Unilever; therefore it has strong financial background. The visit of Mr. Paul Polman, CEO of Global Unilever, on 10 th April 2009, again confirmed the potential of the Vietnamese market which is growing very fast, as well as the important role of Vietnam in the group of new markets and developing countries of the Unilever Group. An effective policy of attracting potentials: The strategy of the company is that "Development through people. Through their career days for students who are about to graduate of the prestigious universities, the company will find out potential candidate and train them to become Administrators who set the light for the company's human resources. In addition, the company also gives high salary, benefits, and courses in Vietnam and also abroad for staff to enhance their qualification. Unilever Vietnam has been adequately invested and focused on Research and technological development. In particular, R & D works very effectively in the preservation of traditional products such as shampoo Gleditsia, salt toothpaste. Besides, R&D shows its effectiveness in the modern products such as Comfort or Omo Modern technology inherited from the global Unilever is applied quickly and effectively. Unilever VN makes customers surprised many times with their new technology. Recently, we see new Comfort which has

essential oil with the advertisement of Comfee family. And how about Omo? The whirlwindpower Omo is the newest kind. The price is relatively acceptable, while the quality is as high as imported goods. The target customers of Unilever are ranged from children to adults, from low class to high class. Therefore, the price is set up quite suitable for everyone. The staff of Unilever VN not only focuses on the mission of the company but also pays much attention to the relationship with the public. Besides, the staff has high ability to adapt to quick changes in the production line as well as market.

3.2 WEAKNESSES The key positions in the company are held by foreigners. The CEO of Unilever Vietnam is Ralph Kugler. This may lead to the differences in the perception between CEO and Vietnamese employees; which is the causes of conflicts. There are some technologies which are not applied in Vietnam due to high cost, such as the input for perfumes Moreover, the company does not fully take advantage of abundant and skilled labor resources in Vietnam. Because Unilever is the company which originated from Europe, some policies of it may be not really suitable with Asian culture. 3.3 OPPORTUNITIES The policy of Vietnam is to build Vietnam's economy oriented industrialization, modernization. Therefore VN government always gives priority to attracting foreign investment, especially from transnational and multinational companies such as Unilever to increase the budget. Domestic markets (wholesale, retail, goods circulation ...) have dramatically developed. Also infrastructure in major cities, especially Ho Chi Minh City and HN have been appropriately invested to reach to the level of other countries in the region. Vietnam is a country which is freely religious, so the distribution and advertising of products is not limited. In addition, Vietnam has a young population structure and extended

family models (including grandparents, uncle, etc ...), which creates many opportunities for Unilever because they are all the target customers of the company. Vietnam is located in a relatively favorable position in the region with a long coastline, many major ports, giving a chance to export goods when Unilever begins to focus on exporting in the near future. And, Unilever comes to Vietnam when the consumption market here is new, so it has more favorable conditions to do business. 3.4 THREATS Unilever has very strong competitors like P&G, Nestle. These competitors always try to give tough time to Unilever, make it difficult for Unilever to enter Vietnam market. Commercial Code also creates many disadvantages for foreign investors, especially tariff policies and high tariffs levied on imported inputs which needed for Unilevers products such as some kinds of input for perfumes. In the context of present consumption markets, there is also greater and greater demand, many new companies start to enter market and compete with Unilever. As we can see from the fact that Unilever has to put more and more names in its competitors list. From SWOT analysis, some suggestions are mentioned to help Unilever Vietnam continue to be the best consumption brand for Vietnamese customers.