BMB4001M David Kelsey
BMB4001M David Kelsey
Introduction
Responsibilities play a crucial role in maintaining the business development processes to manage the business sustainability in a competitive market (Haseeb et al. 2019). Maintaining responsibilities in organisations helps to gain proper objectives, which assists in maintaining the business opportunities for the better of the organisation in future. This essay has focused on finding the responsibilities of an organisation, which can be a feature of managing organisational behaviour. In this, Unilever, which is a renowned fast-moving consumer-goods organisation, has been selected in finding the responsibilities in maintaining the organisation’s behaviour. Importance of responsibilities in managing organisation’s behaviours has been provided. Moreover, the impact of responsibilities that are involved in the organisation towards maintaining its behaviour in the competitive market has been provided. The process for analysing the reason behind responsibility taking operations in organisation has been involved in this essay. Moreover, the responsibilities are explained based on customer and employee engagement in the organisation.
Discussion
Responsibilities in Unilever towards customers and employees
One of the consumer products industry’s leading multinational corporations (MNCs) is Unilever, which is committed to quick innovations and effective skill-development programmes for its workforce. With 148,000 workers spread across more than 190 countries, this organisation manages its responsibilities towards its employees (Mactrotrends, 2023) (Refer to Appendix). In 2022, Unilever invested €77 million on employee training in order to ensure appropriate innovation inside the company, according to additional findings (Unilever, 2023). By giving staff access to a variety of learning platforms, this business has implemented a solid training and empowerment programme. This business uses training to ensure that their staffs, which are located all over the world, have the necessary team development skills. This responsibility taking criteria has helped in maintaining the business operations successfully in maintaining the business operations properly (de Bruin et al. 2020). The training and skill developments involve emotional-wellbeing of employees in maintaining proper organisational behaviour.
In Unilever’s case, a code policy centred on “Occupational Health & Safety” has been implemented, whereby workers using machinery in the manufacturing facility are outfitted with appropriate body and protective gear (Unilever, 2023). It was discovered that this business gives its employees the appropriate safety gear to wear while they operate. Employee turnover within the company has grown as a result, while employee absenteeism has decreased. Employee safety is the primary emphasis of this organisation’s Corporate Responsibility Committee (CRC) for maintaining safe working standards for the employees in the organisation. The reporting system for Unilever’s safety, health, and environment (SHE) is used to track the employees’ key performance indicators (KPIs) (Unilever, 2022). This aids in maintaining employee safety in the workplace by securing a proper working environment for the employees.
On the other hand, ethical and fair use of employee data is another responsibility of this organisation, which is required to be followed so that employees can have proper trust to the organisation. The “Code of business principles” in Unilever has helped in maintaining the employee data by which they can manage proper transparent procedures in the organisation (Unilever, 2023). Along with employee responsibility, this organisation provided concern towards customers’ responsibilities. Innovations and quality management of the products for customers is one of the main responsibilities that is included in this organisation. In order to include technology and innovation for product development, the organisation has invested €850 million in R&D operations (Unilever, 2023). A digital system has been implemented to monitor digital consumers and link them to product opportunities within the company. Employee motivation to oversee the expansion and growth of the company has increased because of this strategy. According to Ryan and Galanakis (2020), it has established an AI Hub where real-time data innovations are managed effectively. This has facilitated the organisation’s e-commerce market, allowing business developments to be effectively managed. The technologies have had a positive impact, enhancing the well-being, health, and confidence of individuals crafted by this organisation. Moreover, customers are also getting effective benefits from the business operations in the organisation by which the business operations are maintained appropriately.
Moreover, Unilever is committed towards an inclusive society, which has helped in maintaining sustainability reporting by which transparent approaches are managed appropriately (Phelan et al. 2022). Waste-free environment is promoted through the inclusion of a circular economy, which has helped in maintaining the business operations by which the customers are managing the business operations successfully. This has helped in reducing the environmental impact in the organisation by which business operations are maintained appropriately. Unilever with its products is donating 2% of its sales to NGOs, which has helped in maintaining the business operations successfully (Unilever, 2023). Therefore, these responsibilities towards employees and customers have helped the organisation to manage proper business behaviour in the society.
Importance of responsibilities in managing organisation’s behaviour
Unilever’s responsibilities have contributed to employee motivation, as the company is dedicated to rapid innovations and efficient skill-development initiatives for its personnel (Ren et al. 2023). Unilever is a rapidly expanding company that has prioritised technological product development and innovation. Since 3.4 billion people use Unilever goods every day, the company has focused on innovation to strengthen its position in the market (Unilever, 2023). The UK’s “Employment Rights Act 1996” mandates that employers offer their staff with pensions and appropriate disciplinary procedures in order to inspire them for their future well-being (GOV UK, 2023). For instance, Unilever has managed the employees’ retirement benefits when they were leaving the company by applying this law. Additionally, the UK government is severe when it comes to employee termination and the probationary period. According to Mayhew and Anand, (2020), all employees in the UK must become permanent within a year, which can aid in ensuring job security for the nation’s workforce. This tactic has encouraged managers to control personnel turnover inside the company and to encourage long-term employee retention. Moreover, the organisation’s behaviour towards managing responsibilities to the employees is maintained appropriately.
In maintaining responsibilities, this organisation has been categorised in different product segments, which has helped in maintaining diversification in the organisation for maintaining the requirements of customers effectively. According to Petruzzi (2023), the personal care segment generated €13.6 billion in revenue in the global market in 2022. This has aided Unilever’s profit-making operations, which in turn has helped to retain the proper flexibility in product quantities. As a result, the management processes are now better able to adapt organisational changes. This has aided in upholding the organisation’s goals for production and operational flexibility, which sustains Unilever’s capacity to generate profits sustainably. Through the use of technology, the business has adopted “Cloud-Only Enterprise” in order to preserve the flexibility goal while ensuring that the triple bottom line theory appropriately met in terms of operational sustainability. Additionally, 95% of the activities present in this company are run using cloud technologies (Priyadarshini and Veeramanju, 2022). This has helped customers to get proper assistance from the organisation. Moreover, the business management has also gotten easier in maintaining the operations successfully.
Moreover, the flexibility in availability of the products has helped in maintaining the business opportunities so that business operations are maintained appropriately (Ren et al. 2023). One of the main tactics Unilever uses to boost its agility is to have a broad supply chain. The company’s diversified supplier base, spanning multiple different geographic areas, lowers the possibility of supply chain disruptions (Jayasinghe, 2021). In the event that there are disruptions in the supply chain, Unilever can obtain priority access to necessary commodities due to the strong relationships it has built with its suppliers. This has helped in maintaining the business operations successfully. Moreover, the business global workforce in the organisation has helped the management to maintain their responsibilities correctly. Therefore, it is understood that the responsibilities are important in managing organisation’s behaviour for maintaining the business opportunities appropriately.
Impact of responsibilities involved in Unilever towards its behaviour
The identified responsibilities of Unilever such as exceptional service to customers have improved its behaviour towards the customers. Considering the responsibilities toward the customers has provided evidence that the company values its customers and currently focusing on providing better services to the customers. As per the views of Iglesias et al. (2023), the main impact of responsibilities considered by Unilever has helped to boost customer experience by 11.2%. The expansion of customer experience increases brand loyalty for the company and more customers are attracted toward their business. In this regard, customer number has expanded which provided a competitive advantage for Unilever. Moreover, quality management and helping social communities in recent times have developed the market reputation for the customers. The market reputation of Unilever has allowed it to gather the attention of both customers and investors. In the opinions of Putri et al. (2021), the development of investors can help to boost the capital development of company by 14%.
The social responsibility of Unilever to reduce environmental impact including climate change and global warming has positively affected the company’s sustainability practices. As the organisation take steps to meet society’s demand, the social benefit has developed, which improved the professional relation between the customers and the company, the sales volume has developed. According to Supeni and Salim (2020), because of the social benefits, the customer lifetime value has developed by 8.19% which is enough for the business to boost its income over the years. The financial development of Unilever is important for stabilising its position in the competitive market and gaining a competitive advantage over its rivals. Along with that, Unilever has been able to implement suitable responsibilities toward the employees (Hu, 2023). The suitable responsibilities toward the employees have allowed the company to create a respectful relationship between the management and employees.
The responsibility regarding safe work standards for the employees allowed to ensure the safety and security of the workers. While conducting business activities in a company, one of the most important needs of the employees is safety and security in the workplace (Hu, 2023). The organisation has considered all the health and safety guidelines presented by the UK government and installed emergency equipment for the safety and security of employees. With the assistance of these procedures, the management of Unilever has shown value toward the employees and motivated them to conduct efficient work in the management. Employee safety standards have increased the commitments of the employees and operational efficiency boosted by 10.2% (Mardiana, 2022). Moreover, the code of conduct implemented for the employees has shown necessary ethical consideration regarding transparency, integrity, and data privacy. Moreover, discrimination towards employees has been eliminated and fair use of employees has helped to show value towards the employees and retain most of the employees in Unilever. Finally, the emotional well-being of employees has helped to create a respectful relationship between the managers and employees which helps to develop collaborative workplace.
Analysing the reason for believing in responsibilities
The responsibilities taken into consideration by Unilever are acceptable. It has not considered any irresponsible decision that just increases waste of time and resources of the company. As opined by Satria and Shabrina (2022), Unilever has shown value toward its customers and employees and provided better services and opportunities towards them. The customer’s responsibility to capture the social requirements and reduce the impact of environment has helped to improve the quality of life for the customers. On that basis, the customers have shown loyalty toward the brand and expanded its purchase from Unilever. As a result, the sales volume has expanded and the organisation managed to collect a high revenue of €60,073 million in the year 2022 (Unilever, 2022). Along with that, the responsibility towards employees such as improving employee safety has helped to motivate the employees and they show commitment toward their jobs. In this respect, the organisation has been able to improve operational efficiency.
In addition to that, the management of Unilever has taken charge of improving the quality of service. This includes improving supply chain, providing 24/7 customer services, and resolving customers within a short period. Therefore, customer satisfaction rate for the product and service of the company has developed in the current times. In the views of Khatun et al. (2021), customer satisfaction is important for the business to develop products and services for the customers which shows professional value towards them. On that basis, the customers focus on purchasing the products and services of Unilever instead of other companies. Hence, it can be understood that the current responsibilities considered by the company have been highly beneficial. The strategies have improved the overall customer experience and created a positive market reputation for the business (Satria and Shabrina, 2022). On that basis, the profit of the company can be developed.
The employee responsibility related to ethics helps to develop a trustworthy relationship between the management of Unilever and its labours. Without a trustworthy relationship between the employees and the company manager, a collaborative working environment could not be established (Mahajan, 2019). Similarly, the emotional well-being of the employees has helped the management to interact with the employees and understand their requirements and issues in the company. After analysing the requirements and issues, effective steps are taken into consideration by the higher authority to meet those requirements. The emotional well-being of the employees has helped to develop the employee retention rate by 14.5% which improves the workforce of the company (Reza, 2020).
Based on the above discussion, it is clear that the responsibilities of Unilever can be considered reliable and efficient. As the responsibilities prioritise the growth and financial enhancement of Unilever, it cannot be considered irresponsible (Mahajan, 2019). Moreover, based on the responsibilities, additional financial pressure has not been generated toward the organisation which indicates the business has managed to stabilise the financial growth. Therefore, the profitability of the company can rise which will expand market share of Unilever.
Conclusion
It can be concluded that retaining duties within an organisation facilitates the achievement of appropriate goals, which in turn sustains business prospects for the organisation’s future growth. It has been found that Unilever employs training to make sure that its global workforce has the team development abilities they need. The CRC of this business prioritises employee safety when it comes to upholding safe working conditions for its staff. One of the primary duties of this company is to innovate and monitor the quality of the products for the clients. By incorporating a circular economy, waste-free environments are encouraged. This has assisted in sustaining business operations, which customers are effectively managing. Moreover, Unilever is dedicated to fostering an inclusive society, which has aided in the upkeep of sustainability reporting and the proper management of transparent ways. In order to efficiently manage client requirements, this company has been categorised into many product groups, which has aided in sustaining organisational diversification. It has a wide supply chain, which is one of its primary strategies for increasing its agility. Unilever has been successful in assigning the right duties to its workers. Additionally, an ethically sound working relationship between Unilever’s labour force and management is fostered by employee responsibility.
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