Strategies of Body Shop
Due to the advanced technology and creative mind of the marketers, the marketers need to face different challenges and issues in the twenty-first century. Now I want to have a brief introduction of different issues including Globalization, Consumerism, Price War, Green Marketing, Tailor-Made Products and Copied Product. After I will further elaborate the Green Marketing issue which illustrate the example of The Body Shop.
Globalization
Many companies changed from local competition to globalized competition. They have developed truly global operations, making and selling their product worldwide. They are not only trying to sell more of their locally produced goods in international markets, they are also buying more components and supplies abroad. Even they are forming strategic alliances with foreign countries. Winning companies in the next century may well be those that have built the best global networks. For example, coca-cola company sells more than 200 countries. It is the world dominance of the soft drink market.
Consumerism
A movement to promote consumer interests, including improved safety standards, better dissemination of information, and greater value. It is the protection of the rights and interests of consumers and avoid misled by the company. It is the belief that it is good for a society or an individual person to buy and use a large quantity of goods and services. For example, money back guarantee in slimming & beauty centre, voice recording in customer service centre, terms and conditions in bank. The consumers can complain to consumer council if they dissatisfy the services.
Price War
It is a situation in which companies or shops keep reducing the prices of their products and services in order to attract customers away from their competitors. If competing companies are involved in a price war, they each try to gain an advantage by lowering their prices as much as possible in order to sell more of their products and damage their
Globalization
Many companies changed from local competition to globalized competition. They have developed truly global operations, making and selling their product worldwide. They are not only trying to sell more of their locally produced goods in international markets, they are also buying more components and supplies abroad. Even they are forming strategic alliances with foreign countries. Winning companies in the next century may well be those that have built the best global networks. For example, coca-cola company sells more than 200 countries. It is the world dominance of the soft drink market.
Consumerism
A movement to promote consumer interests, including improved safety standards, better dissemination of information, and greater value. It is the protection of the rights and interests of consumers and avoid misled by the company. It is the belief that it is good for a society or an individual person to buy and use a large quantity of goods and services. For example, money back guarantee in slimming & beauty centre, voice recording in customer service centre, terms and conditions in bank. The consumers can complain to consumer council if they dissatisfy the services.
Price War
It is a situation in which companies or shops keep reducing the prices of their products and services in order to attract customers away from their competitors. If competing companies are involved in a price war, they each try to gain an advantage by lowering their prices as much as possible in order to sell more of their products and damage their