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Unilever is a multinational corporation that owns hundreds of global brands – mainly in food and consumer goods. Throughout its history, Unilever has prided itself on being close to its customers and knowing each of its local markets very well. Throughout its history, a major challenge for Unilever has been: Not efficiently organizing its operations so that manufacturing happens in low-cost countries and sales in high-revenue countries Changing and consolidating brands too regularly, undermining sales across its global markets Not diversifying sufficiently, so it has a large number of brands that are linked to local markets O Not retaining sufficient centralized control in order to coordinate its activities efficiently O Not developing enough local brands that differentiate themselves against big, global brands