niAll FitzgErAlD woulD hAvE likED to lEAvE unilEvEr in A BlAzE oF glory whEn hE rEtirEs At thE EnD oF sEptEmBEr. thE Co-ChiEF ExECutivE oF thEAnglo-DutCh ConsumEr-gooDs group wAs onE oF thE goDFAthErs oF unilEvEr’s "pAth to growth" strAtEgy oF FoCusing on its BrAnDs, whiCh wAs lAunChED FivE yEArs Ago.But thE plAn FAilED to DElivEr on mAny oF its promisEs. on sEptEmBEr 20th, unilEvEr wArnED thAt it woulD not rEport its promisED DouBlE-Digit growth in proFits this yEAr.
it is A tough timE For proDuCErs oF BrAnDED ConsumEr gooDs. unilEvEr AnD its CompEtitors hAvE to CopE with prEssurE on priCEs AnD stiFF CompEtition From supErmArkEts’ own BrAnDs.ColgAtE-pAlmolivE wArnED oF lowEr proFits on thE sAmE DAy. nEstlE rECEntly DisAppointED invEstors with its lAtEst rEsults.EvEn so, unilEvEr ADmits thE Bulk oF its trouBlEs ArE sElF-inFliCtED、thE "pAth to growth" strAtEgy AimED to mAkE thE Firm morE EFFiCiEnt. unilEvEr sAvED ABout 4 Billion Euro ( $ 4.9 Billion) in Costs ovEr thE pAst FivE yEArs AnD rEDuCED its portFolio oF BrAnDs From 1,600 to somE 450.But it still FAilED to mEEt its tArgEts For proFit AnD sAlEs, rEporting A sAlEs DEClinE oF 0.7% For thE sEConD quArtEr oF this yEAr.
AnDrEw wooD At sAnForDBErnstEin, An invEstmEnt-rEsEArCh Firm, thinks thE mAin proBlEm is unDEr-invEstmEnt in ADvErtising AnD mArkEting, An inFAtuAtion with BrAnDs AnD unrEAlistiC pErFormAnCE tArgEts. unilEvEr Cut its AD AnD mArkEting ExpEnDiturE At thE worst momEnt, sAys mr. wooD、Com- moDitisED proDuCts ArE EspECiAlly: vulnErABlE to thE onslAught oF rEtAilErs’ own BrAnDs. in mArgArinE, For instAnCE, rEtAilErs’ own BrAnDs now CApturE As muCh As onE-FiFth oF thE mArkEt. unilEvEr Also ovEr-ExtEnDED somE suCCEssFul BrAnDs, For instAnCEBErtolli’s olivE oils AnD pAstA sAuCEs.ACCorDing to mr. wooD, unilEvEr CAn sustAinABly grow its BusinEss ABout 3% A yEAr; it wAs shooting For 5-6%.
unilEvEr’s ChiEF FinAnCiAl oFFiCErCFo) CountErs thAt ConsumErs look For A proDuCt AnD thEn Buy A BrAnD, so his Firm nEEDs to FoCus on BrAnDs. unilEvEr intEnDs to stEp up its mArkEting EFForts, Although AD spEnDing is supposED to rEmAin At CurrEnt lEvEls.At prEsEnt, unilEvEr spEnDs 14.5% oF sAlEs on ADs.But EvEn thECFo ADmits thE CompAny hAs "issuEs oF CompEtitivEnEss".AFtEr sEvEn quArtErs oF DisAppointing pErFormAnCE, it nEEDs to rEgAin CrEDiBility with invEstors. ovEr thE nExt FEw months, mAnAgEmEnt will rEthink its strAtEgy For thE nExt FivE-yEAr plAn. pAtriCkCEsCAu, A FrEnChmAn who will tAkE ovEr From mr. FitzgErAlD, is inhEriting A triCky lEgACy.
in thE EyEs oF unilEvEr, its trouBlEs mAinly liE in
A、FiErCE CompEtition,
B、its inEFFiCiEnCy.
C．thE DEprEssing sAlEs.
D．its strAtEgy.