Business Strategy
EXECUTIVE SUMMARY
The topic of this dissertation is the strategy of The Body Shop and the successes and failures of their strategy. In addition, significant focus is placed on the developments and changes in strategies used to gain sustainable competitive advantage for the future, which are in a response to unfolding issues within the cosmetics and toiletries industry.
METHODOLOGY
This section provides a detailed account of the research undertaken to complete this dissertation and further, goes on to analyse the strengths and weaknesses of each particular method. It is used to give support of the benefits thought to be associated with each research method.
LITERATURE REVIEW.
This section provides a general overview of the industry in which The Body Shop operates - the cosmetics and toiletries industry. It highlights main competitors of The Body Shop both direct and indirect and details a breakdown of the market. Sales figures, sales growths, profit figures etc... are tabulated to illustrate the position of various companies which compete in the cosmetics and toiletries industry and discussion focuses on how and why it can be argued that The Body Shop is the largest, or at least, one of the largest companies within its industry.
This makes for an effective starting point leading onto the introduction and background of the dissertation and its topic.
Chapter 1 - Introduction & Background.
This section gives a brief summary of the type of company The Body Shop is and the nature of its products that it manufactures and sells. In particularly, it gives an overview of The Body Shop's present place within the cosmetics and toiletries industry. It details current statistics on the number of countries in which the company operates, the number of languages in which the company operates, the number of The Body Shop stores worldwide, the company's number of employees, sales figures, profits in Sterling pounds and the turnover in Sterling pounds.
The topic of this dissertation is the strategy of The Body Shop and the successes and failures of their strategy. In addition, significant focus is placed on the developments and changes in strategies used to gain sustainable competitive advantage for the future, which are in a response to unfolding issues within the cosmetics and toiletries industry.
METHODOLOGY
This section provides a detailed account of the research undertaken to complete this dissertation and further, goes on to analyse the strengths and weaknesses of each particular method. It is used to give support of the benefits thought to be associated with each research method.
LITERATURE REVIEW.
This section provides a general overview of the industry in which The Body Shop operates - the cosmetics and toiletries industry. It highlights main competitors of The Body Shop both direct and indirect and details a breakdown of the market. Sales figures, sales growths, profit figures etc... are tabulated to illustrate the position of various companies which compete in the cosmetics and toiletries industry and discussion focuses on how and why it can be argued that The Body Shop is the largest, or at least, one of the largest companies within its industry.
This makes for an effective starting point leading onto the introduction and background of the dissertation and its topic.
Chapter 1 - Introduction & Background.
This section gives a brief summary of the type of company The Body Shop is and the nature of its products that it manufactures and sells. In particularly, it gives an overview of The Body Shop's present place within the cosmetics and toiletries industry. It details current statistics on the number of countries in which the company operates, the number of languages in which the company operates, the number of The Body Shop stores worldwide, the company's number of employees, sales figures, profits in Sterling pounds and the turnover in Sterling pounds.