Unilever
After reading the Unilever website, it is possible to highlight the central thesis: Unilever is a global company with a global purpose to create a sustainable community. According to the company’s management, success in this direction can be guaranteed through the integrated use of biotechnology and data, constant and rapid adaptation to better meet customer needs, and a focus on solving global problems facing humanity and nature. Unilever’s aspirations are broader: the company states that one of its goals is to create and lead a sustainable society.
To achieve this goal, Unilever uses a four-pronged crafting strategy that includes diversification, a scientific approach, a focus on growth markets, a priority on e-commerce, and a presence in the media. Thus, after reading the website, it is clear that Unilever’s main message to the reader is to demonstrate the company as an innovative leader in sustainable business based on socially promoted morals, diversity and inclusiveness.
Unilever is taking the right approach by addressing issues that are truly relevant to the global community. The company wants to help solve global problems such as social inequality and climate change, which are part of the UN’s Sustainable Development Goals (UN, 2022). In other words, with this gesture, the manufacturer indicates that its work has a global impact that benefits the entire population of the planet.
Kotabe and Helsen (2022) point out that such marketing strategies are appropriate because they are based on the use of buzzwords (“global”, “international”) that create a positive brand image in the minds of consumers. It is also noteworthy that Unilever does not focus on specific cohorts or communities. In addressing issues and organizational goals, Unilever does not name specific ethnic or sexual minorities, which can be seen as a strategic move that expands the list of potential audiences for products from different countries.
It is hard to disagree with the statements on the website, as they reflect an elaborate and deliberate strategy to expand its influence in different markets. I also agree with the criteria that Unilever cites as success factors, because using them wisely can lead any company to success. As a student, I find the information about publishing my strategic choices on the official website useful because it reflects the transparency and openness that Unilever claims.
IBM
The company’s official website publishes a crafting strategy for business growth based on market trends. The CEO of IBM reports on the launch of a subsidiary, NewCo, to help IBM develop innovations related to cloud technology and AI, an example of corporate spin-off practices. Thus, the central thesis of the site is to describe the spin-off strategy as IBM’s growth strategy, as the parent company creates more freedoms and opportunities to develop areas that bring in more profits.
In describing the motivation for this decision, the IBM CEO refers to the need to meet the needs of customers around the world, to create an environment in which the company can more intensively cover the interests and needs of consumers without being distracted by additional services. Thus, I can summarize a general message that the site offers, namely a description of the available prospects for development shortly, given the details of the steps and strategies that IBM is implementing.
The crafting strategy described seems reasonable in the context of being able to focus on more profitable businesses. With the right spin-off strategy, audiences could perceive the subsidiary as a core brand, creating additional motivational forces for a more successful NewCo launch (Beise-Zee & Wäfler, 2021).
At the same time, the development strategy proves to be successful for the parent company if it is properly managed, as more conditions are created to facilitate the development of those businesses that prove to be more profitable and loyal to customers (Krause et al., 2021). Thus, IBM is implementing a clever strategy to stimulate growth, but the main focus in achieving performance results and KPIs should be placed on the adequate management of corporate allocation.
I agree with what is published on the site because IBM does not present contradictory ideas. The IBM CEO intelligently prioritizes and creates a message in which the corporate emphasis is primarily based on customer needs, a clever marketing presentation of plans to multiply profits. As a student, I find the “What will not change” section useful because change can always meet resistance, including from customers. This section shows a commitment to the original mission and no detrimental changes to the company’s core processes and products, which can increase audience loyalty.
Apple
Apple has posted a news article describing its carbon-free supply chain strategy. Apple says it will collaborate with suppliers to create closed-loop supply chains where products are made using only renewable resources and recycled materials, and the company describes plans to develop unique and innovative technologies to recycle the resources it uses. The global nature of the strategy is evidenced not only by Apple’s international status, but also by its extended supply chains, which bring together many producing countries and consuming markets.
The main message of this article therefore boils down to a description of Apple’s strategic plan to decarbonize its supply chains, its attention to the global problem of climate change, and its leadership responsibility as an initiator of such change. Apple’s crafting strategy is associated with the concept of brand social responsibility. Shabbir & Wisdom (2020) explain that corporate social responsibility has a positive impact on customer loyalty and can improve financial performance.
Apple benefits itself and society, so the strategy should be seen as a win-win for stakeholders if transparency and adherence to its principles of integrity are ensured. I agree with this strategy because I understand the positive global impact from a customer perspective and the marketing benefit to the brand from changing the supply chain as a student. I also like the section where Apple describes how each consumer can contribute to clean energy, allowing the consumer to feel a sense of ownership in the global benefit and a stronger connection to the brand.
A modern business that strives to be resilient must be adaptable and follow the trends set by the marketplace. A review of three websites from different global companies shows what techniques and methods can be part of creating strategies to stimulate growth and achieve the desired results.
One of the key points that all three companies have in common is customer focus: recognizing the importance of customer needs and including them in the brand story. Companies need to be socially responsible and address environmental issues in a sustainable way, which will not only benefit their financial and reputational performance, but also the world of the future.
References
Beise-Zee, R., & Wäfler, B. (2021). Rebranding a corporate spin-off: Can a new brand name inherit global brand reputation? Journal of Brand Strategy, 10(1), 66-82.
Kotabe, M. M., & Helsen, K. (2022). Global marketing management. John Wiley & Sons.
Krause, J., Luu, A., Uhlaner, R., & West, A. (2021). Achieving win-win spin-offs. McKinsey & Company. Web.
Shabbir, M. S., & Wisdom, O. (2020). The relationship between corporate social responsibility, environmental investments and financial performance: evidence from manufacturing companies. Environmental Science and Pollution Research, 27, 46-57. Web.
UN. (2022). The 17 goals [PDF document]. Web.