Problem 1: What is zero-based budgeting?
Problem 2: What is operating margin?
Problem 3: How would zero-based budgeting help Unilever increase its operating margin?
Problem 4: How would zero-based budgeting impact Unilever's cash flows? What benefits does zero-based budgeting potentially hold for Unilever? What disadvantages?
Problem 5: Put yourself in the position of a brand manager for Unilever. Imagine that our brand has been performing well over the past three years. How would you feel about the zero-based budgeting initiative? How could this impact our work performance?