The Body Shop - publié le 18/03/2009

Résumé du document

With a turnover of 380 million pounds last year and 10 000 employees in over 50 countries, the body shop is considered as one of the most famous companies in the industry of cosmetics, especially known for its natural products.

It is estimated that The Body Shop sells a product every 0.4 seconds with over 77 million customers transactions through stores world-wide and this, among to a range of over 600 products and more than 400 accessories.

First we will focus on what is exactly the body shop and secondly what is the strategy and values of the company?

Extraits

[...] By this way is the self esteem a strong value for the Body Shop. They try to promote wellness instead of appearance. For instance, The Body Shop proposes “Africa Bajik from Bali especially adapted to ethnic groups wherever they live. Conclusion All the Body Shop's international implications don't prevent the company from being efficient and productive. For instance, the group's turnover in the first quarter of the year increased by 5%. On the one hand, the first value of the Body Shop is Respect and it is noticed through several actions world-wide, on the other hand every Body Shop's customers are not necessary aware about it and they buy their products although they ignore it. [...]

[...] The Body shop at Home (direct selling) was launched in the UK, Canada and Australia in 1994. In 1995 creation of the new Academy of business in Bath by Anita Roddick : innovative management degree, social, environmental and ethical issues. In 2001, they decided to penetrate the South African market by opening Body Shop stores in Cape Town and Johannesburg. Respect seems to be the main value of the body shop. Why is it so important and what are they doing for? [...]

[...] As everybody knows, Anita Roddick has inspirated the original style of the company but in which way? Thanks to her strong personality and believes, the firm is implicated in environmental concerns throughout of its growth. In fact she founded The Body Shop in 1976. Actually Anita started retailing home-made naturally products with minimal packaging. The Body Shop rapidly evolved from one small shop in Brighton, with only around 25 hand-mixed products on sale to a world-wide network. How was the firm development? [...]

[...] What is The Body Shop? First of all the Body Shop sells high quality, good value skin and hair care products that satisfy real needs without making false promises. That's what they try to A. Who they are? In the beginning and still nowadays, they have taken position on a niche market for naturally inspired skin and hair care products. Indeed The Body Shop's target is a consumer who is interested in the environmental question but also in having choice with a wide range from Vitamin E moisture Cream to the tea Tree Oil range and banana Shampoo. [...]

[...] * Moreover the Body Shop provides founds for AIDS research. * Finally their last compaign was against violence at home. Support community trade: They support small producers by supplying them. Activate self-esteem: Each one is unique that's why they treat each customer like an individual. B. The facts on the range of products It's really interesting to see how they are implicated in so many fields, but what is the link with their business? In 2000/2001 The Body Shop purchased over million of natural ingredients and accessory items through the Community Trade Programme including 400 tonnes of natural ingredients. [...]