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We have chosen The Body Shop as the company of our project. The Body shop is an international and well-organized company. Their brand is well-known in the world. Besides, it provides a high variety of products when compared with other competitors. In Hong Kong, they have large market share in the cosmetics industry and they have over 30 stores in Hong Kong. In this project, we analyze and evaluate its marketing strategies in relations to the real market situation, and to propose relevant and integrated marketing mix strategies for better business performance.
|Introduction & Company Background |P. | |Background | | |Structure | | |Company Goals | | |Core Values | | |Customer-based brand equity | | |Brand differentiation Strategies | | |Situation Analysis for the Company | | |SWOT Analysis | | |PESTEL | | |Its Exiting Strategies for Market Segmentation, Targeting & | | |Positioning | | |Market Segmentation: | | |Demographic | | |Psychographic | | |Behavioral | | |Targeting: | | |Selective Specialization | | |Positioning: | | |The result of questionnaires | | |Perceptual Map |...