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7	7	Unilever PLC is a global brand in the fast-moving consumer goods (FMCG) industry in the world. The company was founded over 100 years ago. It is one of the largest consumer goods companies globally. It is known for its great brands, global footprint and for doing business in a right way.{{footnote}}https://www.unilever.com/our-company/at-a-glance/{{/footnote}}
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	9	+[[image:Logo.png||alt="unilever logo" height="278" width="247"]]
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9	9	The products of the company are available in around 190 countries in the world. About 3.4 billion use the products of Unilever every day; turnover of the company was €52 billion in 2021. It has 400 powerful brands worldwide. The company has 148,000 employees worldwide.
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11	11	== History of Unilever{{footnote}}https://www.unilever.com/files/origin/3d0982a9cc0a89b9b4834edc8023cb1e54477f4e.pdf/formation-of-unilever-brochure.pdf{{/footnote}} ==
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134	134	Business strategy is what makes a company stands out and it is what made Unilever a world-renowned company from a merged operation. The marketing strategy of Unilever is that it integrates its global strategies with the local community. The consumers are attracted since they get a hold on to the local essence of the products. Unilever’s marketing is rooted in ‘a brand with a purpose’. The tagline of Surf Excel, for example, is ‘dirt is good’. This has helped the brand foster in different forms. At the same time, the case of Brooke Bond Red Label depicted how a social conversation over a cup of tea (or perhaps just a sip) could bring a change in the social views of the tea lover. Therefore, due to such creative methods, Unilever’s brands, despite being one of the oldest, have continued to gain consumers’ confidence.{{footnote}}https://thestrategystory.com/2021/05/19/unilever-business-strategy/{{/footnote}}
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	138	+[[image:products of Unilever.jpg||alt="some products of unilever"]]
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136	136	Unilever keeps sustainability at the heart of its business. It focuses on sustainable living plan for its consumers as well as climate change. The company has understood the importance of sustainability and incorporated it in all its work procedures and practices. The company believes in gender equality and has actively managed to maintain it throughout the recent decade. In 2010, only about 38% of the managerial positions were held by women whereas the number topped up in 2020 to 50%. The company focuses on eliminating inequality by removing stereotypes in its advertising.
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138	138	The company has placed second in 2020 on the statistics of best employer for women.
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146	146	== Strategic choices and actions ==
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148		-The strategic choices of the company comprise the overall business strategy. Below are the listed actions that the company takes as its strategy.
	152	+The strategic choices of the company comprise the overall business strategy. Below are the listed actions that the company takes as its strategy. [[image:purpose vision .png||alt="purpose and vision" height="246" style="float:right" width="249"]]
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150	150	1. Develop portfolio into high growth spaces – hygiene, skin care, prestige beauty, functional nutrition, plant-based foods.
151	151	1. Win with the brands as a force for good and powered by purpose and innovation – improve health of the planet, improve people’s health confidence and wellbeing, contribute to a fairer, more socially inclusive world, win with differentiated science and technology.