Unilever is a British–Dutch multinational customer merchandise company co-head quartered in Rotterdam, Netherlands, and London, United Kingdom. Its items incorporate sustenance, refreshments, cleaning operators and individual consideration items. It is the world's third-biggest shopper merchandise company measured by 2012 income, after Procter & Gamble and Nestlé. Unilever is the world's biggest maker of food spreads, for example, margarine. One of the most established multinational organizations; its items are accessible in around 190 countries.
Unilever claims more than 400 brands, yet concentrates ...view middle of the document...
Unilever has always taken great efforts not only to success business but also want to improve their impact on the live of people and the society, community and environment.
The global Unilever had launched goals for the company, which called Unilever Sustainable Living Plan (USLP) in2010. It is their new business strategy in order to seize their business opportunities while decreasing its environment impacts. USLP is a Unilever’s business plan that leads the company and its brands to grown sustainably in the future.
Based on the USLP’s model the company aim to achieve in three significant outcomes by 2020, namely (Unilever Homepage):
1. Doubling the Unilever’s growth while solving the environment impact of it products.
2. Sourcing 100% of its agriculture raw materials sustainably.
3. Helping more than one billion people to improve their health and well being
Understanding Vietnam’s market and culture:
The differences of culture have a huge impact on the development of global business nowadays. Steers (2005) states that “ at present, there are more than a dozen models of culture differences, each claiming to offer the best way to understand and measure culture”. Hofstede is al remarked that people use models, when they try to understand the systems. Based on the Hofstede’s Culture Dimensions, we can understand the overview of the deep drivers of Vietnamese culture. The more descriptions about a culture from different angels exist the more previse the picture.
I. Hofstede’s Culture Dimensions:
1. Power distance:
This dimension explains the fact that all individuals in the societies are not equal. Power distance is defined as “ the extend to which the less powerful member of institutions and organizations within a country expect and accept that power is distributed unequally”. ( The Hofstede center). Vietnam gets score of 70, which means that people accept the order of hierarchy in the company as well as the society and it seems unequal among people. Subordinates often wait to be told what to do and follow.
With the score of 20, Vietnam is a collectivistic society. The fundamental issue addressed by this dimension is the degree of interdependence a society maintains among its members.
Vietnam is a country, which the focus is on “ working in order to live”
4. Uncertainty avoidance:
The country is considered as a low UAI society which means where people believe there should be more rules than are necessary. Schedules are flexible; hardworking is undertaking when necessary, precision and punctuality do not come naturally.
5. Long term orientation:
Vietnam scores 57, making it a pragmatic culture where people believe that truth depends very much on situation, context and time.
II. Vietnamese’s culture:
Collective and High Context culture.
According to Vietnam News 2006, East Asian cultures are collectivism as know as Confucianism. The main characteristics are emotional,...