Estrategia para el crecimiento

En el año de 2000, FitzGerald y Burgmans co-accionistas de Unilever decidieron hacer una Ruta de crecimiento para cinco años con los siguientes objetivos:
• Crecimiento anual 5 – 6 % empezando en 2004
• Crecimiento en utilidad operativa de 11% a 16% empezando en 2004
• Producir rendimientos por accion de doble dígito
• La iniciativa de cinco años costaría 5 billones de euros
• Menos plantas(100)
• Menos personal (25,000)
• Ahorros anuales 3.9 billones de euros

El proyecto fue anunciado en el mes de Febrero de 2000
• Para Marzo de 2001 Unilever había adquirido 20 nuevas empresas
• Se dejo de producir 630 productos, en donde la meta es llegar a producción de 400 productos líderes para 2004
• Logro 20 iniciativas internas para entregar 1.5 billones de euros adicionales deventa anuales.
• Desinvirtió en 27 negocios
• Reorganizo la compañía en dos grandes divisiones (alimentos y cuidado personal)
• Empezó dos nuevos negocios (Bebidas a base de Té y limpieza de hogares)

Summary of Unilever Financial Performance Based on Constant Exchange Rates, First Nine Months, 2003 versus 2002 (in millions Euros)

First Nine Months
2003 2002 Percent Change
Incomestatement data
Revenues 35,559 36,008 -1.25%
Operating profit (BEIA*) 5,519 5,434 1.56%
Operating profit 4,412 4,306 2.46%
Net earnings 2,032 1,884 7.86%
Balance Sheet Data
Cash and short-term investments 3,027 4,476 -32.37%
Net debt 14,363 18,846 -23.79%
Shareholders' equity 6,400 6,196 3.29%

Unilever’s FinancialPerformance by Geografic Area at Constant Exchange rates, First Nine Months, 2003 versus 2002 (euros in millions)

First Nine Months
2003 2002 Percent Change
Revenues
Europe 14,273 14,832 -3.77%
North America 8,822 9,502 -7.16%
Africa, Middle East, Turkey 2,516 2,373 6.03%
Asia and Pacific 6,000 5,781 3.79%
Latin America 4,164 3,899 6.80%
Total 35,775 36,387 -1.68%Operating profit (BEIA*)
Europe 2,452 2,183 12.32%
North America 1,310 1,550 -15.48%
Africa, Middle East, Turkey 331 287 15.33%
Asia and Pacific 858 847 1.30%
Latin America 568 567 0.18%
Total 5,519 5,434 1.56%

Operating margin (BEIA*)
Europe 17.2% 14.7%
North America 14.8% 16.3%
Africa, Middle East, Turkey 13.2% 12.1%
Asia and Pacific 14.3% 14.7%
Latin America13.6% 14.5%
Total 15.4% 14.9%

Unilever’s Financial Performance by Business Segment at Constant Exchange rates, First Nine Months, 2003 versus 2002 (euros in millions)

First Nine Months
2003 2002 Percent Change
Revenues
Foods 20,059 20,369 -1.52%
Soups & dressings 6,892 6,654 3.58%
Spreads & cooking products 3,954 4,521 -12.54%
Health & wellness & beverages 3,078 3,170-2.90%
Ice cream & frozen foods 6,135 6,024 1.84%
Home care & professional cleaning 6,000 6,529 -8.10%
Personal care 9,449 8,931 5.80%
Other operations 267 358 -25.42%
Total 35,775 36,187 -1.14%

Operating profit (BEIA*)
Foods 3,154 2,935 7.46%
Soups & dressings 1,084 967 12.10%
Spreads & cooking products 627 676 -7.25%
Health & wellness & beverages 420 427 -1.64%Ice cream & frozen foods 1,023 865 18.27%
Home care & professional cleaning 752 766 -1.83%
Personal care 1,617 1,714 -5.66%
Other operations -4 19 -121.05%
Total 5,519 5,434 1.56%

Operating margin (BEIA*)
Foods 15.7% 14.4%
Soups & dressings 15.7% 14.5%
Spreads & cooking products 15.9% 15.0%
Health & wellness & beverages 13.6% 13.5%
Ice cream & frozen foods 16.7%14.4%
Home care & professional cleaning 12.5% 11.7%
Personal care 17.1% 19.2%
Othe operations -1.5% 5.3%
Total 15.4% 15.0%

Did Unilever have a “world –beating brand portfolio and unrivales geographic coverage” as FitzGerald and Burgmans had claimed in the months following the companý’s acquisitions of SlimFast, Ben & Jerry’s and Bestfoods?

Si, Unilever ha consolidado en el 2003 su...