The Body Shop Marketing Audit

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  • Topic: Cosmetics, Personal care, The Body Shop
  • Pages : 21 (6422 words )
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  • Published : March 5, 2013
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Marketing Audit The Body Shop

Module Title: Strategic Marketing Management Module Code: MARK 3015 Tutor Name: Qing Ding Jason Bent James Beddow Daniel Burt To Chan

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Table of Contents Introduction...................................................................................................................3 Environmental Pressures ● Political factors.....................................................................................................4 ● Economical Factors.............................................................................................5 ● Social factors.......................................................................................................6 ● Technological Factors..........................................................................................8 Industry Analysis ● Overview of Cosmetics and Toiletries Industry...................................................10 ● Structure of the Industry......................................................................................10 ● Manufactures.......................................................................................................11 ● Key events affecting the industry from 2011-2012..............................................12 Competitive Structure ● Direct Competition...............................................................................................15 ● Indirect Competition............................................................................................17 ● Competitive Environment................................................................................... 17 Conclusion...................................................................................................................24 Reference.....................................................................................................................26 Appendices ● Appendix 1 (Porter’s Five Forces).......................................................................29 ● Appendix 2 (PEST Analysis-Weighted)...............................................................30 ● Appendix 3 (Behavioural Descriptors).................................................................31 ● Appendix 4(Evidence of Contact)........................................................................32

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Introduction This marketing audit analyses several aspects of the Body shop. It provides a weighted analysis of environmental pressures outlining key external forces within the industry and details information on major competitors to the organisation stating their position within the industry. It will also states the structure of the industry that the Body shop is in and suggest key events that have taken place and in turn influenced the industry. The market with be split into segments and analysed using demographic and psychographic segmentation techniques, this section of the audit will also address how these segments can alter and adapt over time.

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Environmental Pressures

Political Factors

“Legislative changes are expected to bring about a greater degree of transparency helping to narrow the divide between consumer expectations of products and manufacturer definitions.” - 50% There are a large number companies operating in the organic category, leaving the organic positioning claim open to interpretation, creating the issue that some products are more organic than others. When it comes to new cosmetics and toiletries entering the beauty market, the ‘natural’ scale is wide and inconsistent. This can have a large effect on The Body Shop as it may devalue their USP. It would be beneficial for company if the government did as some media and reports have suggested, regulate and define these types of products so that only truly organic or fair trade and natural products can use that name and positioning.

“Companies can make more of the EU ban on animal testing to elevate product status and drive awareness”...
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