Prof. Krishna Kishore Submitted by Pratik Kumar 1927256 Class - F2

MBA 481 – STRATEGIC MANAGEMENT
CIA – 1B
REFLECTIVE WRITING
Under the Guidance of
PROF. KRISHNA KISHORE
Submitted by
Pratik Kumar 1927256
Class – F2
Institute of Management
CHRIST (DEEMED TO BE UNIVERSITY), Bengaluru
JUNE 2020
Unilever
Unilever is a multinational corporation selling consumer goods including foods,

beverages, cleaning agents and personal care products. Unilever is a dual-listed
company consisting of Unilever NV in Rotterdam and Unilever PLC in
London.Unilever possesses in excess of 400 brands including 11 "billion-dollar
brands", which each accomplish yearly deals more than 1 billion Euros.
Unilever’s Vision Statement:

Unilever’s corporate vision is “to make sustainable living commonplace. We believe
this is the best long-term way for our business to grow.” The vision statement puts
importance on the sustainability, especially among its consumers. The following are
the important components that makes the company’s vision statement :
1. Commonplace sustainable living

2. Best long-term way
3. Business growth
Commonplace sustainable living is a crucial element in Unilever’s corporate vision

statement. This element shows the company’s efforts in changing its products as per
the market requirements. For example, through sustainable design for home care and
personal care products, the company helps its consumers reach their goals to integrate
sustainability in their lives. The corporate vision also states that commonplace
sustainability is the best long-term way for the business. Unilever understands the
importance of sustainability and other market trends in the industry. Moreover, the
vision statement reflects the company’s view of sustainability as a way to maintain
business growth. This vision statement of the company also aligns with its corporate
social responsibility strategy to address business stakeholders in the consumer goods
industry.
The company has always been working towards achievement of its sustainable goal
which is reflected by strategy in 2010 when it launched its Sustainable Living Plan
(USLP), one of the most ambitious strategies that a global company has ever
embarked on. Pioneering a bold new business model, the company pledged to double
in size at the same time reducing its environmental footprint to half, setting out to
achieve a series of concrete targets by 2020.Unilever now has 26 sustainable living
brands (up from 18 in 2016). New entrants include household names such
as Vaseline, Sunlight, Sunsilk and Wall’s.The list also includes Unilever’s top six
brands — Dove, Lipton, Dirt Is Good, Rexona, Hellmann’s and Knorr — and its B-
Corp certified brands such as Ben and Jerry’s, Seventh Generation and Pukka
Herbs. In 2017, these brands grew 46 percent faster than the rest of the business and
delivered 70 percent of Unilever’s turnover growth.
Unilever’s Mission Statement

Unilever’s corporate mission is “to add vitality to life. We meet everyday needs for
nutrition, hygiene and personal care with brands that help people feel good, look
good and get more out of life.” This mission statement shows how the company
satisfies customers in various aspects of their lives. The following are the important
factors in Unilever’s mission statement:
1. Adding vitality to life

2. Meeting everyday needs for nutrition, hygiene, and personal care
3. Helping people feel good, look good, and get more out of life
Adding vitality to life is a general indicator of business strategy in Unilever’s

corporate mission statement. The corporate mission also specifies the aspects of life
where such vitality is added. For instance, Unilever's food items address purchasers'
essential needs as far as sustenance. Moreover, through these items, the organization
draws in clients who need to feel better, look great, and get progressively out of life.
The mission statement’s specification of the types of products provides a foundation
for the product mix in Unilever’s marketing mix.
Unilever’s Corporate Vision & Mission – Analysis & Recommendations
Unilever’s vision statement shows the desired condition of being a leader in bringing
sustainable living to customers through its consumer goods. However, the statement
does not mentions the desired condition of the company as a business organization. A
good corporate vision statement contains details on the desired future situation of the
organization. For example, it is very important to specify the company’s desired
market position in the future, to give direction to the organizational development.
Thus, a recommendation for Unilever’s vision statement is to improve it by including
additional information about market position or a leadership role in the consumer
goods industry.
Unilever’s mission statement includes detailed information of what the business does
and must do. For example, the company adds vitality to life through products that
address consumers’ needs in nutrition, hygiene, and personal care. In this regard, the
corporate mission statement satisfies standards that require specificity on general
strategic approaches. However, a recommendation is to enhance Unilever’s mission
statement by adding more information on how the company strategically achieves its
aims in adding vitality to consumers’ lives.
Bharti Airtel
Bharti Airtel Limited is a leading global telecommunications company with

operations in 18 countries across Asia and Africa. Headquartered in New Delhi, India,
the company ranks amongst the top 3 mobile service providers globally in terms of
subscribers. In India, the company's product offerings include 2G, 3G and 4G wireless
services, mobile commerce, fixed line services, high speed home broadband, DTH,
enterprise services including national & international long distance services to
carriers. In the rest of the geographies, it offers 2G, 3G, 4G wireless services and
mobile commerce. Bharti Airtel had over 423 million customers across its operations
at the end of March 2020.
Mission statement : Hunger to win customer for life
Vision statement : “Our vision is to enrich the lives of our customers. Our
obsession is to win customers for life through an exceptional experience.”
Airtel’s Corporate Vision & Mission – Analysis & recommendations :
The mission statement of Airtel is “Hunger to win customer for life”. This mission
statement is very aligned to the short and long term objectives of the company. It
clearly defines the scope of their business and their ultimate target. Like any good
mission staement, Airtels mission statement is brief, communicates key values and
motivates. But the mission statement does not indicate how objectives are to be
accomplished. Besides indicating the broad strategies to be adopted a mission
statement should also provide clues regarding the manner in which the objectives are
to be accomplished which was lacking in case of Airtel’s Corporate mission.
To ensure the acheivement of its mission Airtel has executed a number of

strategies.The company has invested over Rs 70,000 crores in high-speed network
rollouts. Airtel has led the introduction of new technologies such as pre-5G Massive
MIMO and Carrier Aggregation. The result is Airtel being consistently rated as
India’s top mobile network by multiple experts.The company targets to retain its
customers by providing them with best quality of services.Also Airtel became the first
mobile operator in India to launch Voice over Wi-Fi to solve the indoor coverage
issues faced by its customers. Today, millions of happy customers enjoy seamless
indoor coverage over Airtel Vo-Wi-Fi. Airtel has a large number of post paid
customers and to ensure quality service to them the company has launched Platinum
Network. This gives its premium users priority in both network as well as services
across their touch-points, so that network and telecom related issues don’t disrupt
their hectic schedules.
Airtel’s Vision statement reads “Our vision is to enrich the lives of our customers.
Our obsession is to win customers for life through an exceptional experience.”
In their vision statement the company has clearly shown that their customers are the
most important stakeholders to them. The company uses the word “obsession” to
describe their level of commitment to gain and retain customers. Airtel also stresses
on winning the customers for life which shows the company’s desire to develop ever
lasting relationships with their customers by providing them exceptional services. For
achievement of their corporate vision, Airtel has implemented I-CRM for relationship
management with its customers. Also the company has its own “Airtel Loyalty
program” which is aimed at recognising and appreciating all Airtel Ghana customers
for every amount spent on the consumption of any Airtel product or sevice.

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MBA 481 – STRATEGIC MANAGEMENT

PROF. KRISHNA KISHORE

Pratik Kumar 1927256

Unilever is a multinational corporation selling consumer goods including foods,

Unilever’s Vision Statement:

1. Commonplace sustainable living

Commonplace sustainable living is a crucial element in Unilever’s corporate vision

Unilever’s Mission Statement

1. Adding vitality to life

Adding vitality to life is a general indicator of business strategy in Unilever’s

Unilever’s Corporate Vision & Mission – Analysis & Recommendations

Bharti Airtel Limited is a leading global telecommunications company with

Mission statement : Hunger to win customer for life

Airtel’s Corporate Vision & Mission – Analysis & recommendations :

To ensure the acheivement of its mission Airtel has executed a number of

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