The Body Shop Case Study

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  • Topic: The Body Shop, Anita Roddick, L'Oréal
  • Pages : 11 (2569 words )
  • Download(s) : 736
  • Published : July 18, 2010
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AGENDA

PART 1: Introduction

1.1 At first glance..........................................................................................2

1.2 Body Shop brief history.............................................................................2

PART 2: Main analysis

2.1. Body Shop

2.1.1. Philosophy, Progress, Innovations…………………………………………………………….…3

2.1.2. The U.S. Market challenge...................................................................4

2.1.3. S.W.O.T. Analysis, Stock price movement.........................................…..5

2.2. Anita Roddick

2.2.1. Management style-Personality.............................................................6

2.2.2. Social activism..................................................................................7

PART 3: Afterword

3.1. Conclusions-Evaluation………………………………………………………………………………………9

3.2. Bibliography……………………………………………………………………………………………….………11

INTRODUCTION

1.1 At first glance…

This research analyses the Body Shop case, which includes the company’s history, philosophy and overall strategy. Focal points of the analysis are the foundation and the establishment of the company, its rapid growth through the 80’s, the globalization and the import into new markets and finally the problems arising from this sort of action. Anita Roddick, the founder of the Body Shop, came up with the concept of starting a business into cosmetics field in 1976 although she had no financial or business experience. The innovative profile of Body Shop, which differed from the cosmetic industry norms of that time, combined natural products, recyclable containers, no animal testing and generally promoted environmental-friendly policies and social messages. Fame, recognition and rapid expansion all over Europe, led Roddicks to enter the U.S. market in the late 80’s. How difficult was it to settle in a highly competitive-new market and keep the secret of success over the Atlantic? Was it possible for Roddick to keep the originality, integrity and unique corporate practices with the same results?

|1.2 Body Shop Brief History | |1976 |The first shop was started in Brighton, UK | |1977 |The first two U.K. franchises | |1978 |The first overseas franchise in Brussels | |1984 |The stock floated on London’s Unlisted Securities Market at 95p. | |1986 |The stock was sold at 820p. | |1988 |Entered the U.S. cosmetic market starting from New Jersey | |1990 |First shop opens in Tokyo | |1991 |586 shops worldwide (37 in USA) and a total of £350 million market value | |1996 |The company faces crisis due to decrease in its profits | |1997 |1500 shops worldwide in 47 countries | |2001 |First shop in South Africa | |2005 |Entered the Russia market...
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