Dr. Verghese Kurien - I too had a dream
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Unilever, one of the world’s largest and leading companies, acquired Lipton International in 1971 and
became a global leader in tea industry. Tea market is consistently growing and is dominated by Lipton
tea, Twinings Tea, in addition to Tetley Tea. Unilever's global brand development director of Lipton Tea
Michiel Leijnse faces a very important meeting with Unilever CEO in a few short hours. He has to make a
decision concerning sourcing Lipton Tea 100% sustainably, recommend strategies on how Lipton can
become credible with consumers, obtain sustainable certification, integrate sustainable practices into
Lepton's entire supply chain, and tell customers about it. The decision has to take into consideration the
financial implications in addition to indicating a reasonable return on investment. There are so many
issues relevant to resourcing Tea sustainably so we confined the problem statement to the three most
troublesome issues, namely: to become credible with consumers, obtaining sustainable certificate from a
credible partner and implementing farming sustainable practices. To fully understand Unilever's
situation, we ran a thorough analysis to assess Unilever situation in term of Industry Dominant Economic
Characteristic, the five competitive forces, the major Driving force of change, VRIN test for Resources
and Capabilities, SWOT analysis and Key Success factors for tea industry. Despite the many challenges
facing this initiative that would affect the outcome of the sustainable tea resourcing, all mentioned
analysis showed that this initiative is beneficial for Unilever. We highly recommend Unilever to adopt
and lead the transformation of the new Lipton brand, and to execute this option employing the highest
standards and best practices. Suggestion were made regarding choosing a certification partner who
possesses a significant overlap with Unilever’s strategic approaches, the usage of on- field training
programs to empower farmers with the required skills and the use of innovative marketing to
communicate credibility and the advantages of sustainable tea resourcing to consumers.V3 analysis tea & sustainability at unilever 3 21.04.2015
V3 analysis tea & sustainability at unilever 3 21.04.2015Mahmoud Abufarha MBA,BCM, DBCI,MBCI, DR,ITIL
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Dr. Verghese Kurien - I too had a dream
- 1. I Too Had a Dream Dr Verghese Kurien Karthik Srinivasan Pannaga Bhushan Abhinav Modi
- 11. Lessons from Dr. Kurien Never Say Die Spirit Thinking Big Communication Style Honesty Networking Skills Behavior Business Acumen Learning & Knowledge Capabilities Resolve Humility Open Minded Attributes Character Aspect
- 14. Thank you