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    BODY SHOP Study Case

    Uploaded by

    Farah Hanis
    The Body Shop appears to have been started primarily as a means of pursuing an ethical crusade, with retail as a means to promote those values, based on the following information: - The founder, Dame Anita Roddick, was an environmental and human rights activist who wanted to create ethically made beauty products. - The Body Shop positioned itself as using natural ingredients, being cruelty-free, and having environmentally friendly packaging, aligning with Roddick's activist values. - Retail allowed the company to directly communicate its ethical stance and values to customers. Profits helped further Roddick's causes rather than just expand for their own sake. - The emphasis in the background provided is on the ethical

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    BODY SHOP Study Case

    Uploaded by

    Farah Hanis
    123 views4 pages
    The Body Shop appears to have been started primarily as a means of pursuing an ethical crusade, with retail as a means to promote those values, based on the following information: - The founder, Dame Anita Roddick, was an environmental and human rights activist who wanted to create ethically made beauty products. - The Body Shop positioned itself as using natural ingredients, being cruelty-free, and having environmentally friendly packaging, aligning with Roddick's activist values. - Retail allowed the company to directly communicate its ethical stance and values to customers. Profits helped further Roddick's causes rather than just expand for their own sake. - The emphasis in the background provided is on the ethical

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    BODY SHOP study case

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    The Body Shop appears to have been started primarily as a means of pursuing an ethical crusade, with retail as a means to promote those values, based on the following information: - The founder, Dame Anita Roddick, was an environmental and human rights activist who wanted to create ethically made beauty products. - The Body Shop positioned itself as using natural ingredients, being cruelty-free, and having environmentally friendly packaging, aligning with Roddick's activist values. - Retail allowed the company to directly communicate its ethical stance and values to customers. Profits helped further Roddick's causes rather than just expand for their own sake. - The emphasis in the background provided is on the ethical

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    123 views4 pages

    BODY SHOP Study Case

    Uploaded by

    Farah Hanis
    The Body Shop appears to have been started primarily as a means of pursuing an ethical crusade, with retail as a means to promote those values, based on the following information: - The founder, Dame Anita Roddick, was an environmental and human rights activist who wanted to create ethically made beauty products. - The Body Shop positioned itself as using natural ingredients, being cruelty-free, and having environmentally friendly packaging, aligning with Roddick's activist values. - Retail allowed the company to directly communicate its ethical stance and values to customers. Profits helped further Roddick's causes rather than just expand for their own sake. - The emphasis in the background provided is on the ethical

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4

    Answer Study Case #1

    1. Conduct SWOT analysis for the Body Shop

    The Body Shop is a popular brand in health and cosmetics products in


    London, United Kingdom. The founder of the company was by Dame Anita Roddick
    who is an environmental and human rights activist with her vision was to make an
    ethically made beauty products. The Body Shop is a retailer shop that known for
    targeting niche market sector for naturally inspired products. Thus, there are several
    SWOT analysis that can learn from The Body Shop. SWOT analysis is a process to
    identify the strengths, weakness, opportunities and threats of a company. The
    benefits of SWOT analysis is to help in positioning the company as to know how well
    is the company doing, determine who is the competitors of the company and
    determine what action can be taken in order to accomplish the target goal as well as
    sustain the growth of the company.

    There are several strengths for The Body Shop and one of the top is
    positioning or positive image. The Body Shop is known as a product that ethical and
    environmental-green products as the ingredients and packaging of the products such
    as skin care, hair care, and body care product is using a natural ingredients and
    biodegradable packaging. As for that, The Body Shop is a globally recognised and
    respected brand as it products is not using any harsh chemical which are
    dermatologically safe for all skin types and no animal testing involved in
    manufactured and producing the final products. Therefore, Body Shop has a well-
    established brand image and equity globally and attract a high level of customer
    recognition and loyalty. This unique positioning of The Body Shop is its biggest
    strength. Other than that, Body Shop strengths is high level of control. This is
    because Body Shop is using its own distribution channels, thus company has full
    control over product shelf planning, pricing and promotion. It also benefit to company
    as its enable company to communicate directly with the customers. Thus, it is also a
    best and effective way in order to collect any feedback and comment from the
    consumer and take any correct action to overcome the problem.

    Beside strength, there is weakness of Body Shop. The weakness of Body


    Shop is limited reach of retail outlets. As mentioned above, Body Shop only focus on
    its own distribution channels which is direct selling. Therefore, this can limited the
    customer base as the limited reach of the customer. Body Shop cannot reach and
    attract its customer that is living far from the store. In addition, pricing of Body Shop
    also one of the weakness. As Anita Roddick thought that her consumers would be
    willing to pay a higher prices with natural and green products at the early years of the
    business. Unfortunately, there are many businesses that have run and introduced
    the same business products as Body Shop. Due to that, Body Shop struggled in
    maintaining its consumers with its high prices.

    Next is opportunity. Opportunity of Body Shop is increase awareness of


    organic and eco-friendly products. As we already know, Body Shop is an ethical and
    environmental in produce it products. Thus, this can give an opportunity to Body
    Shop in attract its customers. Nowadays, as internet todays that creating phobic on
    the products that have chemicals ingredients, customers are going natural in most of
    their daily wear items. Therefore, this can be a huge advantages to Body Shop as
    their products already into natural ingredients based makeup and skincare. Other
    than that, Body Shop also have potential to increase sales though other retailers.
    This can help in increasing the company’s presence and bring its products to a wider
    audience.

    The threats in the SWOT analysis of the Body Shop are there is a very stiff
    and intense competition in the cosmetic market with a new brand launching itself
    every day. There are some companies that selling a natural and green products that
    based on customers’ needs and wants. Thus, it may become a serious threat to the
    Body Shop. Example of competitors to The Body Shop are nature based brands
    such as L’OCCITANE, LUSH, FRESH and so on. Besides, there are also a
    competition from low-cost products that also a natural based product such as
    pharmacy chains which are Cetaphil, Cerave, Eucerin and so on. All these products
    can be find at nearby pharmacy retailer such as Guardian and Watson. Thus, this
    can be huge threats to Body Shop as it products seem increasingly expensive.
    SWOT ANALYSIS
    Strengths Weaknesses

    1. Positioning 1. Niche market


    2. Well-known brand 2. Limited reach of retail outlets
    3. High level of control 3. Higher in pricing
    4. Huge franchise 4. Segmented promotional activity
    5. Strong customer community 5. Lack of innovation in growth
    6. Well-designed store layout areas
    7. Biodegrable packaging 6. Damage to image from L’Oreal
    8. Ethical and environmental deal
    products 7. Dependents on mature markets

    Opportunities Threats

    1. Increase awareness of organic 1. Intense competitiveness among


    and eco-friendly products the new or existing competitors
    2. Increase sales through other 2. Natural disaster or environment
    retailers 3. Decreasing demand, economic
    3. Developing markets slowdown
    4. Widen geographic footprint 4. Change in customer preferences
    5. Ethical stance continues to 5. Rising costs of raw materials and
    attract commodity prices
    6. Cut-price competition
    7. Supply uncertainties
    2. Was The Body Shop started as a retail business with particular values or as a means of
    pursuing an ethical crusade? What do you think?

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