Assignment 2

Clean works is a small family-owned cleaning business run by three

siblings named Tayler, Sienna and Shay that offers a wide range of services
including house cleaning, office cleaning, commercial cleaning, carpet cleaning
and window cleaning. The three of them have responsibilities in three different
sections of the business. Tyler intends to introduce a new training course to train
her employees on using the new pressure washing equipment which she has
purchased recently. Sienna is in charge of customer services where she schedules
and coordinates with customers for cleaning appointments and she is also in
charge of managing the stocks of the cleaning supplies and equipments. This has
increased the customers and she hopes that in the near future the number of
customers will rapidly increase. Shay is in charge of marketing, sales and the
finance departments. She uses the marketing strategies to increase customers
through social media platforms. She also maintains books to make sure the
company’s accounts are maintained accurately. The financial objectives of clean
profits, increase their customer base to expand their business and open more
branches. Their non-financial objectives works is to increase are to expand the
range of services offered, to provide premium cleaning services and improve
customer satisfaction. Minimize the impact on the environment by using
environmentally friendly cleaning products and methods. And promote positive
working conditions that value and support the cleaning staff.
Unilever is a British Multinational fast moving consumer goods
company. Unilever Sri Lanka is fully owned by Unilever and is a consumer goods
company. Its products include food, beauty products, personal care,
pharmaceutical, baby products and many more. Unilever Sri Lanka was founded in
1938. It employs around 127,000 employees as of now. Some of the brands of
Unilever are Axe, Ayush, Pears, Baby Cheramy and Jonson, Clear, Close up,
Comfort, Domex, Dove soap, shampoo and face cream. Glow and Lovely soap,
Horlicks, Knorr, Lux, Lakme, Lifebuoy, Marmite, Ponds, Tres Emme shampoo, Viena
and Dreamron, Pureit water filters, Rexona deodorant and soap, Signal tooth
paste, Sunlight, Sunsilk, Surf Excel, Vim, and Viva.Their brands have a strong sense
of purpose and are working hard every day through many acts of good to make a
positive impact in the country in a sustainable manner. Unilever is fondly known
to all generations of Sri Lankans as ‘The Sunlight Company’. Also, the financial
objectives of Unilever are to improve cash flow, to maximize their profits and gain
more market share. Customer satisfaction, improving employees working
conditions, employee satisfaction, to improve labor productivity, customer care,
better customer relationship and investing in regenerative agriculture. Clean
works service of home cleaning includes dusting, vacuuming, bathroom and
kitchen sanitization by including more services like painting, clean works will be
able to gain more new customers. By providing express commercial cleaning and
carpet cleaning they will be able to increase their customer satisfaction. Also,
since environmental friendly products are being used by clean works they will
reduce the impact of chemical pollution in the environment. Unilever products
that focus on beauty, well-being and personal care (Dove, Lux, Lakme) are
carefully crafted keeping in mind the people and the planet, they are helping to
boost self-esteem and well-being of the people thus helping them increase their
market share especially women. Unilever’s strategy to tap into a vast segment of
consumers who want easy and delightful experiences with products that are
sustainable and importantly, great value. This will enable Unilever to sell more
cleaning products and thus increasing revenue.
Furthermore, when considering the activities undertaken
by both Cleanworks ‘s and Unilever Sri Lanka are designed to ensure the
fulfillment of their respective aims and objectives. Cleanworks' commitment to
delivering premium cleaning services is directly linked to its goal of increasing
customer satisfaction. By offering customized cleaning solutions for homes,
offices, and commercial spaces, Cleanworks tailors its services to the specific
needs of its clients. For instance, the home cleaning service includes regular
cleaning tasks such as vacuuming, dusting, and sanitizing, while office cleaning
services are designed to meet the needs of high-traffic areas. These activities not
only ensure that the company meets its objective of providing high-quality
services but also enhance customer retention, which supports the aim of
increasing the customer base by 10% over the next year. Sienna’s focus on
customer service has already shown results, as customer satisfaction scores have
improved from 3 out of 5 to 4 out of 5, signaling that the company is on track to
meet its objective. Also, Cleanworks has committed to minimizing its
environmental impact by using environmentally friendly cleaning products. For
instance, in its carpet cleaning services, the company employs eco-friendly
methods that reduce the use of harsh chemicals. Moreover, Cleanworks plans to
introduce two new environmentally friendly cleaning products in its office and
commercial cleaning services. This activity not only helps Cleanworks meet its
non-financial objective of sustainability but also serves as a unique selling point
that appeals to environmentally conscious customers. The move towards
sustainable cleaning practices aligns with global trends in green consumerism,
potentially positioning Cleanworks as a leader in eco-friendly cleaning services.
Moreover, Cleanworks’ goal of expanding its service offerings is reflected in its
plan to introduce a new outdoor cleaning service within the next two years. This
expansion will allow the company to reach new market segments and increase its
sales. By adding more specialized services, Cleanworks diversifies its revenue
streams and enhances its ability to attract a broader customer base. This strategy
directly supports the financial objective of growing sales by at least 10% in the
coming year. Cleanworks’ recognizes that the quality of its services depends on
the skills and motivation of its employees. Tyler’s role in overseeing human
resources includes providing training programs to ensure that staff are well-
equipped to ohandle new cleaning technologies, such as the pressure washing
equipment recently purchased. This training not only ensures the efficient use of
new equipment but also contributes to employee satisfaction and retention,
which indirectly supports the company's broader objectives of improving service
quality and expanding its customer base.
Instead of the cleaning company, Unilever Sri
Lanka’s primary financial objectives include increasing profitability and market
share. The company engages in extensive marketing campaigns to promote its
wide range of products, including household brands in personal care, food, and
home care. For example, Unilever frequently introduces new products tailored to
local consumer preference, helping to drive sales and market share. By
continuously innovating and investing in marketing, Unilever aligns its activities
with its goal of financial growth. The company also engages in pricing strategies
and promotional activities to remain competitive in the FMCG market, further
supporting its aim of increasing profitability. Also, Unilever Sri Lanka’s non-
financial objective of sustainability is closely tied to its global corporate strategy.
The company has implemented several initiatives aimed at reducing its
environmental impact, such as using eco-friendly packaging, improving waste
management in its production processes, and promoting the responsible sourcing
of materials. These activities not only help Unilever meet its sustainability goals
but also enhances its reputation among consumers who prioritize ethical and
environmental conscious products. For example, Unilever’s introduction of
recyclable packaging for its products reduces plastic waste and aligns with its
objective of promoting sustainability across its operations. Moreover, Unilever Sri
Lanka is also committed to improving social outcomes through community
development programs. These initiatives include education, health, and sanitation
projects, which contribute to the company’s non-financial objective of promoting
social responsibility. By investing in the communities it serves, Unilever
strengthens its brand loyalty and reputation, which indirectly supports its financial
objectives as well.
To conclude Unilever Sri Lanka, while maintaining its core
financial goals of profitability and market leadership, business objectives change
over time due to a variety of environmental circumstances. Business goals could
shift from profit maximization to survival due to changes in the economic
environment brought in by new, formidable competitors joining the market. If
Clean works does not meet its objectives, for example if clean works does not
reach its goal in increasing its profit it will lead to an unsuccessful business.
Another example is if clean works does not achieve customer satisfaction it will
result in losing it’s market shares. For example, if Unilever does not meet its
objectives in increasing its cash flow it will not have sufficient funds to meet its
expenses. Another example is if Unilever does not provide a good working
environment for its employees there will be a back drop in the working
atmosphere. If the company fails to maintain its financial objectives, it may face
declining shareholder confidence, reduced market share, and decreased
competition. On the non-financial side, failure to meet the required goals could
damage its brand reputation, leading to consumer backdrop and face penalties.
Furthermore, not addressing social responsibility could lead to strained
relationships with local communities and stakeholders, which are crucial for long-
term growth and market presence. Furthermore, when considering the activities
undertaken by Cleanworks and Unilever Sri Lanka both are designed to ensure the
fulfillment of their respective aims and objectives. Clean works' commitment to
delivering premium cleaning services is directly linked to its goal of increasing
customer satisfaction. By offering customized cleaning solutions for homes,
offices, and commercial spaces, clean work tailors its services to the specific needs
of its clients. For instance, the home cleaning service includes regular cleaning
tasks such as vacuuming, dusting, and sanitizing, while office cleaning services are
designed to meet the needs of high-traffic areas. These activities not only ensure
that the company meets its objective of providing high-quality services but also
enhance customer retention, which supports the aim of increasing the customer
base by 10% over the next year. Sienna’s focus on customer service has already
shown results, as customer satisfaction scores have improved.